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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. My responsibilities included event and variable definitions and their documentation in Confluence.
- I administered Adobe Analytics, the SDR and Tealium. Separate Tealium profiles served the commercial and transactional sites because their tags, consent rules and risks differed. I also improved the Target integration.
- 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.
Where to go next
How I can help
Measurement and tracking architecture →
For rebuilding events, variables and collection rules around the teams and systems that use the data.
Understand the decision
Consent is a chain, not a field →
Follow consent from collection to destination to locate where enforcement breaks down.
Do you have a similar problem?
Tell me what you need to solve and which platforms you use.