Key Takeaways

• Many more use cases are planned by the Australian team and will be discussed with AZ Technology in coming days.
• This stack of solution will be grown in close coordination with the business and other teams.

• Australia at this point do not have GDPR, the only law is store PII data within Australia.
• There is a law on the lines of GDPR, that might come into affect later in 2023/2024. Planning for mitigation will happen when we know more details.

• Australian insurance products has a confirmation period of 90 days, which allows users to hunt for cheaper offers and shift later.
• Very competitive insurance market.

• AEP is a consumer for user consent related information, this information can come from any backend + frontend data source.
• All our blueprint use cases have consent requirements detailed out, that we share with OEs at the time on onboarding and on Digital Lab.

• AEP allows for server to server data sharing/forwarding.
• Facebook at the time being allows server to server data ingestion using Facebook Conversion API. However, facebook still recommends using Frontend (standard) pixel along with usage of Facebook Conversion API to ensure correctness of data on Facebook side.

• AZ Technology ECS team is working to provide guardrails and architectures for use cases.
• OEs can design their own use cases after the AEP onboarding is completed and OEs have developed good maturity on the stack and trainings.

• AZ NL suggested retirement products targeting based on planned retirement date/date of birth of the user.
• AZ Life US and AZ Italy suggested the same for anniversaries and birthdays.

At this point no, mainly because most OEs are still in the migration phase. But from GA2AA it would make sense for OEs to start thinking in this direction. OEs that get the Digital Analytics System (DAS) get a basic dashboard for Level 1 and Level 2 tracking to deliver quick insights. The subscription of the Adobe Analytics Insights Generation Service would be the next step.

Google Analytics to Adobe Analytics

• OEs have oneMarketing rollout plan based on Adobe Launch Blueprint and work item blueprint (see appendix). Thus, OEs. can migrate self-sufficiently within few weeks depending on the number and technical complexity of OE-specific SPAs.
• When it comes to custom / OE-specific SPAs scalability depends on developer capacity and availability on OE side.

Digital Analytics System

• The tracking configuration is pre-integrated with the journeys, so even if multiple OEs request the journey from the tribe they get tracking configuration too. From DAS we then migrate the rules to OE launch environment via Adobe APIs. We did this for France and Australia back to back already.

Support from GSMD also helped and enabled OEs to go on this migration journey for GA2AA.

We did a phased rollout thus enabling the SDW tribe to see the value of insights from the beginning. Got more attention from developers to invest into tracking.

Yes, oneMarketing offers support regarding the integration of other tools like Content Square in combination with ECS tools.

• Current multi-tenancy setup does not allow, e.g. Segment Sharing in Adobe Analytics (AZ Trade) -> not in oneMarketing hands; due to product restrictions not all functionalities are multi-tenancy capable
• 3rd Party Data Sharing to Marketing partners (AZ Ireland) -> S2S tracking; we will follow up with OE on this topic (Raman + Raghav)
• Looking for better site search solution (AZ Ireland is interested, AZ Austria currently is pilot OE)