So you have management buy-in to implementing Adobe Analytics, now what? It’s time to start to ensure digital governance is in place before you implement your Adobe Analytics solution.
In the words of the great fictional Peter Parker, “With great power, comes great responsibility”. Building a safe digital governance program can provide a collaborative ecosystem that will both safeguard and streamline your digital initiatives across the enterprise. Ensuring a thought out process flow could save time, money and resources, let alone much unneeded stress. Taking the time to create a end-to-end engagement model can help govern your analytics for implementation including your ongoing digital marketing efforts.
Most large and small enterprises who are using Adobe Dynamic Tag Management System to manage their implementation of digital marketing technology solutions such as Adobe Target and Adobe Audience Manager find it difficult to govern their digital efforts as their adoption rate increases among users (common for both internal and external associates when dealer with multiple Business Units, Lines of Business and vendors), new features/version updates, IT releases or a change in tag/tool selection. The list can go on.
Thus, standardizing a process for when building your team ahead of time has long become best practice for implementing your analytics solution among other digital initiatives. Having a strong understanding of your digital enterprise can help you build a solid governing framework that can be the baseline for your Digital Center of Excellence (Digital CoE), a digital transformation movement/approach that many of Perficient’s clients have adopted and strived in.
Exhibit 1: An example of Digital Center of Excellence (Digital CoE)
Instilling a digital governance program in your Digital CoE can help organize your team and position yourself for success when it comes to delivering a set of business enabling services around a common digital platform such Adobe Dynamic Tag Management and Adobe Analytics.
Luckily for Adobe Marketing Cloud users, Adobe’s free enterprise level tag management system makes it easy to control user access, environment, code changes and load order to name a few. Below is an example of how a team can engage from all levels in the Digital CoE when implementing Adobe Analytics using DTM.
Adobe Analytics Digital Governance Framework: A Proposed Engagement Model
Exhibit 2: An Engagement Model example
The proposed engagement model is assuming you are using both Adobe Dynamic Tag Management and Adobe Analytics. The model is based on an Agile Methodology and is designed for rapid implementation while also leveraging existing capabilities where needed without putting your digital initiatives at risk.
The framework can be customized to fit other enterprise level tag management systems and analytics solutions outside of the Adobe Marketing Cloud.
Learn more about how Adobe Analytics and Dynamic Tag Manager are among the tools successful organizations are using to make data-driven marketing decisions.
