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Project ·
Measurement, consent, and CJA architecture at a major bank
Sector: Retail banking
Context: a major bank
- Adobe Experience Platform Web SDK
- Adobe Analytics
- Adobe Target
- Customer Journey Analytics
- Real-Time CDP
- Tealium iQ / EventStream
- Server-side GTM
- Didomi
The problem
The public website, logged-in area and app had different measurement implementations. The inherited tagging was unreliable. The data layer and collection rules needed rebuilding while the site stayed live, with no downtime window.
What I did
- I rebuilt the data layer for the public website, logged-in area and app, coordinating a team of 5. I documented navigation, funnels, ecommerce, simulators, communications and transactional processes in Confluence.
- I maintained Adobe Analytics and its solution design reference (SDR): eVars, props and events linked to Tealium and the data layer. I also improved the Adobe Target integration with Tealium.
- I deployed advertising pixels and server-side tracking with EventStream and sGTM. I rewrote attribution rules by channel. The previous parser read campaign parameters by position and broke when an agency changed the format.
- I integrated Didomi with environments, categories and custom banners. I held the first page view until the user decided, then replayed it according to the accepted categories.
- I configured Real-Time CDP and impression and click tracking for the promotional component in the logged-in area. I migrated collection to Web SDK and analytics from Adobe Analytics to CJA.
Result
- The Real-Time CDP activation base reached 5 million customer profiles.
- Campaign ROI increased by 15%.
- The platform processed tens of millions of events each month with continuous data quality control.
How I approach this problem
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