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In our latest interview series, we’re sitting down with some of our specialists, for a quick Q&A on business updates and to review new developments in the marketing industry. This month we caught up with DQ&A’s Analytics Implementation Manager & Adobe Specialist, Richard Johnson to discuss the Adobe Experience Cloud and why, going into 2021, advertisers should be investing in the multimedia software.

Over the years, all of us in the digital age have been aware of or had experience of digital products like Photoshop, Portable Document Format (PDF) files and the infamous Flash Player – all developed and supported by Adobe Inc, traditionally a multi-media and creative software company. It is however over the last decade – since the acquisition of Omniture in 2009, and the predominance of software as a service (SaaS) and cloud computing – that Adobe has rapidly expanded its digital scope and made great strides into the digital marketing and analytics space with the introduction of the Adobe Experience Cloud suite of products and services.

Q1: What is Adobe Experience Cloud and how can it support my digital marketing strategy?

The Adobe Experience Cloud, formerly the Adobe Marketing Cloud, is a suite of market leading online products enabling digital marketers and web analysts to manage the complete digital customer journey, campaign performance analysis and insight reporting in real time. A selection of the digital suite of products and services offered by Adobe Experience Cloud, include:

  • Adobe Experience Platform Launch: tag management platform, superseding Adobe’s Dynamic Tag Management (DTM) platform
  • Adobe Analytics:real time analytics and marketing segmentation
  • Adobe Target: A/B Testing, optimisation, and personalisation
  • Adobe Campaign:campaign management
  • Adobe Audience Manager: audience profile management
  • Adobe Advertising Cloud: cross channel advertising platform
  • Adobe Experience Manager: content management system (CMS) platform


Though the most popular products embraced by digital marketers and web analysts are Launch, Analytics, Target and Audience Manager, all products are available individually or as a selective package, with Adobe Experience Platform Launch included as a value-added feature to Adobe Experience Cloud customers. It is also possible to seamlessly integrate Adobe Experience Cloud products with other non-Adobe technologies, like Tealium iQ TMS or Google Marketing Platform tools, to form part of a business’s overall marketing strategy.

Adobe Experience Cloud products have been deployed and form an integral part of the digital marketing strategy of some of the world’s leading brands like Vodafone, ASOS, HSBC, Sky, Invesco and Royal Mail.

Q2: Are there any upcoming changes that advertisers should be aware of?

Besides the demise of the Flash Player, Adobe is also discontinuing their legacy tag management platform, Dynamic Tag Management (DTM) in January 2021, with the servers rumoured to be switched off completely in April 2021. If you are one of the few still reliant on DTM for your website, you need to act now and migrate to a new tag management platform.

Adobe provided plenty of notice to DTM’s retirement, with the release of their replacement next generation tag management system, Adobe Experience Platform Launch (commonly known simply as Adobe Launch), in March 2018. Adobe Launch is an asynchronous tag management system, enabling the efficient loading of pages and the deployment and management of your analytics and marketing tags (including third party technologies), to support and maximise your customers digital experience.

The functionality of the Adobe Launch platform is based around the following three key features:

Data Elements

Adobe Launch’s equivalent of a data layer – variables with values mapped to various sources like your websites data layer variables, metadata elements, cookies, query string parameters, JavaScript variables etc.


When a visitor interacts with your website, ‘Rules’ specify exactly what task you wish Adobe Launch to execute. Rules are created and broken down by the following logical sequence:

  • IF – determines when you want the rule to fire
    • ‘Events’ – make a rule fire (i.e. ‘Click’)
    • ‘Conditions’ or ‘Exceptions’ – optional checks against the state of the environment to further restrict the rule (i.e. specific CTA button


  • THEN – determines what you want the rule to do
    • ‘Actions’ – what you want Adobe Launch to do after the rule event has occurred and conditions have been met (i.e. fire a Floodlight tag)



Integrations developed by vendors or third-party developers to provide templated functionality to enhance the Launch UI and to enable (especially non-technical) users to maximise the full potential of the Adobe Launch tag management platform.


Q3: If you had to choose one product from the Adobe Experience Cloud, which one would you recommend and why?

Adobe Analytics. Simply one of the best tools in the market for advanced web analytics and marketing performance reporting. Some of the key features include:

  • Analytics Workspace, a very useful drag-and-drop tool for creating individual reports and extensive dashboards, with excellent visualisations
  • Automated and timely sharing of reports and dashboards
  • Multiple options for customer journey analysis, including fallout reports, flow charts, attribution modelling and conversion funnels
  • Extensive number of custom and standard dimensions, metrics and events
  • Advanced segmentation with a user-friendly rules-based UI
  • Data Warehouse for data export
  • Report Builder tool for Excel spreadsheet reporting
  • Compatible with non-Adobe tag management platforms like Tealium iQ, Ensighten and GTM
  • User friendly, with a clean and simple interface
  • 24-hour customer support
  • Seamless integration with Adobe Target (and all other Adobe Experience Cloud products) for reporting of A/B testing and CRO activity
  • Adobe Experience Platform Launch included as value-added feature to Adobe Analytics customers


Interested in finding out how Adobe Experience Cloud can support your business’s marketing strategy and drive performance? Get in touch with DQ&A today to learn more.

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