Digital Analytics System

The Digital Analytics System (“DAS”) is a tracking solution that is designed to provide analytics for Single Page Applications (“SPA”). It consists of four components which are Trackify, the data layer and two Adobe tools - Launch and Analytics. Once Trackify and its IDs are integrated into the journey and Adobe Launch is set up, DAS enables frontend tracking covering page and event tracking. Basically, it ensures that each and every interaction from the user with the journey is tracked – as long as the information is data privacy compliance – and can be reported in a dedicated Adobe Analytics dashboard.

In order to implement Trackify in the journeys, the DAS team (part of Experience Cloud Solutions “ECS” team at oneMarketing) works in close collaboration with the developers of the various Agile Release Trains (“ARTs” = BMP tribes). DAS provides standards, guardrails, and support, whereas the respective development teams have to implement the technical information and need to maintain the implementation in future.              

Level 2 is also implemented by global developers and is already available in case of a journey launch. In addition to the basic level 1 KPIs, it contains dedicated event tracking, which is defined in advance by the individual business side of the responsible global journey teams. In general, all user interactions within the journey are tracked. However, personal data is explicitly excluded (in such cases only error or field validation tracking is used). Since the journeys differ greatly in terms of structure and content, level 2 tracking is asset-specific. An example for the SDW application “Customer Advisory” could be the frequency of usage tracking of various features (e.g., settings, budget calculator, comparison app) within that journey.

Finally, there is an optional level 3 tracking, which is not part of the globally provided solution but is an OE-specific customization of analytics. This granularity comes into play when the tracking requirements of an OE are not covered by the global (level 2) tracking, or an extension of the global journey itself – for instance, the inclusion of an additional local feature – is made, or the local privacy policy allows deeper tracking. In such cases, the tracking scope can be enlarged accordingly by the OE's own development team. However, the globally defined standard and naming convention has to be followed. The DAS team is available to support on a time and material basis (see working package 6 below). 

In case you are wondering how the tracking is implemented in practice, we have prepared a Digital Analytics System Demo for you.                                                                                                                                                                                                         

Depending on the framework situation and requirements, the individual steps in a journey launch within an Allianz OE may be slightly modified. On the whole, however, the steps can be divided into the following six work packages.

Please note that DAS contribution will be charged on a time and material basis. Alternatively, the OEs and ARTs can also perform the rollout without active support of the DAS team.