# Crawl

We propose incremental imporvements to today's Fusion platforms, to enhance offer prioritization, serving, and reporting.

- Current state Inventory activities:
- Understanding of what's being tracked today (internal need)
- Understanding taxonomy for ad units and native styles
- Identifying reporting redundancies or gaps
- Establish access to Adobe Analytics data (challenging dependency)
- Broaden distribution of GAM reporting, and create more shared insights
- Identify highest performing offer slots and creatives.
- Applying GAM Implementation Updates
- Reprioritization of offer serving & reporting strategy
- how we can tweak our naming conventions to support more meaningful data/insights
- The "what" and the "where". Today, the Where is not being accurately identified
- Solution: change the Ad Unit to correctly inform the Where
- This will provide enhanced reporting for the ads we serve, telling us precisely where each offer is served
- Migration and re-tagging activities may be required, adding targeting to any existing campaigns **[LIAM: tie to business value]**
- we may want to consider making this change exclusively for Fusion 2.0
- Connecting our offer measurement systems:
- Establish privacy compliant process to associate offer interactions across GAM and Adobe
- Author a Fusion Tag Manager integration evolution plan, to optimize our systems down the line

**Consideration**: Leverage Fusion 2.0 build as a prototype for Marketing Placements implementation.

# Walk

- Integration of GAM and Adobe Analytics data
- value: support for building segments
- [Google documentation on pulling Adobe Analytics data into GAM](https://support.google.com/searchads/answer/7674588?hl=en&ref_topic=7670432)
- [Adobe documentation on pulling Google and Bing data into Analytics. ](https://docs.adobe.com/content/help/en/analytics/integration/advertising-analytics/advertising-analytics-workflow/aa-report-ad-data-an.html)

- activity: understanding Citi's current state DMP capabilities and segmentation support
- goals:
- data flow from google to adobe
- data flow from adobe to google
- leveraging Citi's DMP

- Addition of Floodlight tags to track end to end user journeys and conversions
- [DFA Data Connector for Adobe Analytics](https://docs.adobe.com/content/help/en/analytics/import/dataconnectors/dfa/dfa-data-connector-analytics.html)
- Manual strategic placement process (eg: addition of PageView tag for a modal presentation)
- Tags need to be deployed for each new campaign
- Ensighten is in use today in CRS (Shiva?)
- Use of Citi's own tag manager is recommended, to expedite approval and optimize client side load
- It's essential to design with simplicity in mind, to support this scaled, repeated process
- Leverage behavioral analytics
- Enable heat-mapping tool (Crazy Egg, Content Squared, Adobe Activity Maps)
- Dependency: Update App Measurement version (need 1.6 or higher to support Adobe Activity Map)

- We should aspire to enhance Fusion's Tag Manager integration **[foundational activity]**
- Walk: Establishing a TM evolution plan
- Value: On a high level, a Tag Manager organizes all of the marketing and site-side tags and data being tracked by any systems (floodlight, adobe analytics) into a single solution
- Note: P1T Taag team does not currently manage CRS's tag management solution. CRS utilizes its own separate Ensighten license. One downside is that this limits our visibility **[LIAM: please validate this statement]**
- Site-side adobe analytics is handled separately from Ensighten in Fusion today
- Goal: consolidate all tracking and measurement into Fusion's Tag Manager. Establish alignment of our systems and consolidated administration
- Notable benefit: enhanced site speed, which can improve site speed, quality score, and organic search
- speed to market would be vastly improved with updated Ensighten utilization

# Run

- Adobe Target integration, to support split testing for page optimization
- This enables testing of alternative layouts for pages which can have a corresponding effect on marketing performance
- Allows limited testing of new ideas, e.g. the "pencil" ad design or other new creative items
- Addition of Floodlight tags on Partner properties (eg Best Buy Thank You page) to support whole-jounrney tracking
- This final step of the purchase journey would give us full visibility into the customer journey from ad display to eventual purchase (or other) decision
- Programatically pass data from the funnel back into GAM for audience generation and into DBM to enhance Citi's customer profiles
- This would create additional data points for targeting offers (bar and promo codes) and defining user segments