Digital After Dark

This episode of Andrew Talks explores the complexities and misconceptions surrounding Adobe Analytics Attribution IQ. Andrew shares his hands-on experience, highlights unexpected findings, and discusses the challenges of interpreting participation metrics and persistent variables. Listeners will gain a clearer understanding of how Attribution IQ actually works, why documentation can be confusing, and what to watch out for when analyzing marketing channels.More details can be found out here:  https://experienceleague.adobe.com/en/docs/analytics/analyze/analysis-workspace/attribution/faq

Implementation Strategies for Data Collection: Andrew and Matt discussed the importance of having business requirements for data collection. They debated whether to capture everything or be selective, with Andrew emphasizing the need to justify the cost and impact on the bottom line. Matt shared his evolving perspective, initially advocating for minimal data collection but now considering new tools that automate data collection. 4:34Challenges with Automated Data Collection Tools: Andrew and Matt explored the pros and cons of automated data collection tools that scrape data from the DOM. They discussed the potential benefits of reducing development costs and improving data quality but raised concerns about compliance, security, and the accuracy of these tools. Andrew shared a specific example of a client who faced issues with a marketing pixel that collected more data than disclosed. 20:40Impact of iOS 26 on Data Collection: Andrew highlighted the upcoming release of iOS 26 and its impact on data collection, specifically the removal of GCLID in Safari private browsing. This change will affect how Google Ads and other ad platforms track user interactions. Andrew expressed frustration with Apple's increasing privacy measures, feeling that they are overly protective. 47:02EU Data Privacy and Security Laws: Andrew summarized four new EU laws: the Data Act, AI Act, Cyber Resilience Act, and CSRD. These laws mandate data portability, risk classification for AI systems, strict security obligations, and expanded ESG reporting. Andrew emphasized the broad impact these laws will have on various industries, including IoT, cloud services, healthcare, and telecommunications. 56:47Hanover Ruling on GTM Compliance: Matt explained the Hanover ruling, which requires prior consent before loading Google Tag Manager (GTM). The ruling was based on a specific case where a company was setting cookies without consent. Matt expressed concerns about the broader implications of this ruling, questioning how it might affect other tag management solutions and third-party services that rely on retrieving data from external servers. 1:06:38Metric London Event: Andrew and Matt discussed their plans for the upcoming Metric London event. Andrew will present on data layer schemas, while Matt is considering topics related to automation and ObservePoint. Both expressed excitement about the event and the opportunity to share their knowledge and insights. 1:33:29

In this episode, James Alexander, CEO and co-founder of Loop Horizon, joins Andrew to explore the often-overlooked use cases in digital transformation. Drawing from his experience at Sky and Loop Horizon, James outlines four types of use cases—standard, improvement, advanced, and rare—and explains why the latter two, though harder to define, often yield the greatest value. He emphasizes the importance of bridging marketing and technology teams, building confidence, and planning for both short- and long-term goals. The conversation is rich with real-world examples, strategic frameworks, and practical advice for organizations navigating data-driven change.You can read the article here: Maximsing Your Investment: The Missing Use CaseTalking Points:The four types of use cases in digital transformationWhy advanced and rare use cases are often missedReal-world example from a travel client’s journey transformationThe importance of confidence over technologyBridging the gap between marketing and tech teamsThe PVA framework: Pioneering, Value, AchievabilityShort-term wins vs. long-term capability buildingOperational feasibility and resource planningWhy tools are less important than people and processAggregating use cases for better delivery efficiency

In this episode of Andrew Talks, Andrew reconnects with Penny, a passionate Service Designer, to explore how AI is transforming the creative and analytical landscape. From building custom GPTs in ChatGPT to using Adobe Firefly, Penny shares how AI has become her daily design companion. They dive into the ethics, limitations, and future of AI, discussing its role as a partner—not a replacement. Whether you're a designer, analyst, or AI enthusiast, this conversation will challenge your thinking and inspire new ways to collaborate with technology.Talking Points:Penny’s journey from UX to service design and her creative philosophyHow AI enhances creativity and ideation in design workflowsBuilding custom GPTs as virtual team members (e.g., UX researcher, mentor)The evolving role of AI in analytics and schema validationThe ethics of AI, bias in training data, and human responsibilityAdobe Firefly’s strengths and limitations for designersThe future of AI as a true creative companionReflections on AI’s influence through Penny’s short story “The Mirror”Link to "The Mirror": https://www.linkedin.com/pulse/fable-silver-tongued-mirror-penny-lee-bonqe/?trackingId=spC%2F9uTjzvG7xac7Rb1YXw%3D%3D

In this episode of Andrew Talks, Andrew shares his personal journey through the Adobe Summit 2025 in London. From initial registration hiccups to keynote highlights and breakout brilliance, Andrew reflects on the venue, the content, and the unforgettable networking moments. He dives into Adobe’s push toward AI, the Premier League partnership, and questions the future of Adobe Analytics. With insights from Tesco’s new CEO and a nostalgic nod to former colleagues, this episode is a heartfelt and thought-provoking look at the evolving digital landscape.Talking PointsAdobe Summit’s return to London and venue impressionsRegistration error and Adobe’s quick resolutionKeynote highlights: content demand, personalization, and AITesco CEO’s insights on customer expectations, AI, and company cultureAdobe’s new tools: Content Analytics, LLM Optimizer, Journey Canvas, and Copilot integrationsBreakout session with Jen: gamified learning and CJA innovationsReflections on Adobe Analytics’ stagnation and future relevanceNetworking moments with former colleagues from Sky, Investec, and AdobeAdobe’s partnership with the Premier League and fan personalizationNostalgia and emotional connection to the Adobe Summit experience

In this episode of Digital After Dark, hosts Andrew and Matt welcome their first-ever guest who reached out to join the show: Reed Hansen, Chief Growth Officer at Market Surge. Reed brings a wealth of experience in digital marketing and automation, offering a fresh perspective on how businesses—especially SMEs—can scale using smart, data-driven strategies.The conversation dives into the real-world applications of marketing automation, from abandoned cart emails and personalized lead magnets to CRM-driven ad targeting and real-time customer engagement. Reed shares how automation isn’t just about efficiency—it’s about removing human error, enabling timely communication, and creating scalable systems that drive growth.The trio also explores the challenges of privacy regulations, the decline of third-party cookies, and the increasing importance of first-party data and user opt-ins. Reed emphasizes the value of behavioral data over demographics and shares creative examples like a boudoir photography quiz that doubled as a lead generation tool.The episode wraps with a discussion on the future of automation, including predictive marketing, composable CDPs, and the role of AI in democratizing data analysis for non-technical marketers.What marketing automation really means—and what it doesn’tReal-time engagement: from cart abandonment to cross-device personalizationLead magnets and quizzes as powerful opt-in toolsThe shift from demographics to behavioral targetingNavigating GDPR, CCPA, and cookie deprecationUsing CRMs to build dynamic ad audiencesThe rise of composable CDPs and automation stacksAI tools like ChatGPT and GitHub Copilot in marketing workflowsTurning digital analytics from a cost center into a profit centerThe importance of retention and referrals in automation strategies

Matt, Andrew and special guest Ikshit discuss the concept of Cookieless Tracking. We first go into defining what do we mean by Cookieless, what are the pros and cons of cookieless tracking and how would the new UK legislation could impact the use of cookies on digital properties.Overall summary:Cookieless Tracking Discussion: Andrew, Matt, and Ikshit discussed the concept of cookieless tracking, its implications, and the challenges it presents, including the need for persistence in tracking user journeys and the potential impact on analytics and marketing.Benefits and Challenges of Cookieless Tracking: The team explored the benefits of cookieless tracking, such as not needing consent for cookies, but also highlighted the challenges, including the difficulty in tracking user journeys and the potential impact on business insights and marketing.Impact of New Legislation: The team discussed the new Data Use and Access Act of 2025, which allows for tracking without consent for statistical purposes, but still requires providing users with a means to object. They debated the implications of this change on their tracking practices.Future of Cookieless Tracking: The team concluded that while cookieless tracking is possible, it presents significant challenges and may not be practical for all purposes. They emphasized the importance of working closely with legal and compliance teams to navigate the complexities of tracking and data privacy.

In this episode, I discuss how Google Analytics 4 / Google Tag Manager is significantly more rigid in their implementation and how it is difficult to use custom events with ecommerce tracking.  But, just because it is rigid, doesn't mean it is impossible.  While I cannot give you step by step instructions on how to do this, I do give enough information to explain HOW it can be done.  IF you want more tips on GA4, or want me to dive deeper on this, let me know. There are some significant updates coming that I cannot wait to share!

In my career, I have seen many people get confused between Adobe Analytics Tracking Code and Marketing Channel.  In this episode, I do a quick summary of the difference between the two different reports and why you should never use Tracking Code to audit Marketing Channel.If you find it difficult to understand the difference between the two reports, let me know and I can do a full breakdown of the two reports, including a visual guides to help out.

In this episode, I speak with Kevin, the Senior Solution Success Manager at Adobe about his career progression, including all the different hats he has worn over the years. The main talking points are:Kevin's Career Journey and ProgressionCareer Shifts and Lessons LearnedExperiences at Adobe & Public SpeakingManagement and Leadership InsightsAdvice for Career PivotingIf you are looking at where to take your career next; this is a must listen episode!

I continue watching sessions at the Adobe Summit 2025 by watching Amplify Your Customer Analytics: From Chess with Pawns to Power Plays (S112), hosted by Jason Ison.  This session is designed for anyone that is looking to migrate onto CJA.  But should you watch the session; listen to learn more on my thoughts regarding this session.

In this episode, Matt and Andrew have invited a special guest, Rajesh (from our team at Loop Horizon) to discuss Automation.  The points covered on this episode are:Common Analytical IssuesHow can Automation resolve many of these issuesWhy is Automation ImportantOur aproach for using AutomationWrap-upThis episode is unedited in any shape or form.  The software tool I was using could not handle this episode so well; maybe because we were recording in the same room.  Maybe it was because the internet was as good.  I am not entirely sure, but I found it impossible to do anything with the recording.  The next episode release will be using a new software tool; one I have partially used before.  

Andrew reviews Adobe Summit 2025 session of 8 Bit Insights: The Customer Journey Analytics Tips and Tricks by Trevor Paulsen.  I recently tried a new podcast solution, as I was not the happiest with the previous one due to losing my audio and video.  Spoiler warning - while this audio was better, the editing was not great.  And the next podcast did not come out great at all.  Hence, will be on the hunt for a new solution.As such, the AI notes is not as good for this episode.  You can watch the session here: https://business.adobe.com/summit/2025/sessions/8bit-insights-the-customer-journey-analytics-s103.htmlSummary NotesGamified Learning Experience: The session used video game-inspired challenges tied to each of the 12 tips, with prizes like gift cards and an Adobe-branded Nintendo Switch to boost audience engagement.Customer Journey Analytics (CJA) Deep Dive: Covered how CJA unifies data across sources in Adobe Experience Platform, removes traditional data limits, and enables advanced querying with SQL.Three Core Tip Sections: Focused on breaking data limits, using derived fields, and leveraging unique CJA capabilities like smarter bot filtering and AI assistants.New Visualization Tools: Introduced Journey Canvas, Guided Analysis templates, and Content Analytics (a paid add-on) for richer, more intuitive data storytelling.Roadmap Highlights: Previewed upcoming features like real-time panels, B2B support, warehouse mirroring, and a next-gen data feed purpose-built for CJAKey ThemesEnhanced Data Flexibility & IntegrationCJA removes traditional Adobe Analytics limitations (eVars, props, low traffic).Supports SQL queries and real-time data manipulation.User Empowerment Through Insights & ToolsFeatures like user state change tracking, pathing dimensions, and derived metrics empower deeper behavioral analysis.Internal usage tracking (CJA on CJA) helps identify power users and adoption gaps.Innovation in Visualization & AutomationJourney Canvas and Guided Analysis simplify complex flows and impact analysis.AI assistant and smarter bot filtering improve usability and data hygiene.Community Engagement & Forward-Looking DevelopmentGamification encouraged participation.Roadmap reveals Adobe’s commitment to evolving CJA with real-time, AI, and cross-platform capabilities.

In this episode, Andrew and Matt delve into the intricacies of Data Layer Schema, emphasizing its critical role in ensuring accurate data collection and validation in digital analytics. They explore the importance of a well-defined schema, the benefits of using JSON Schema for data validation, and the integration of schema validation with tools like ObservePoint. The conversation highlights the financial implications of poor data quality and advocates for a collaborative approach to defining schemas, ultimately aiming to enhance developer efficiency and data integrity.Unfortunately - Andrew's track got corrupted at the end.  We did the best we could with the editting, but there was not much we could do.  Instead of ending the podcast suddenly, I cut Andrew's track all together.  Thankfully, the new Podcasting solution we were using for this episode has been cancelled and we are moving to a another new one to test it out.  Thankfully - it was only the last 6 minutes.  It was funny seeing that near the end, even Andrew's camera got lost!  During the recording, there was no indication that anything was wrong.  Key TakeawaysData Layer Schema is essential for accurate data collection.A well-defined schema helps developers understand data expectations.JSON Schema provides a code-based approach to data validation.Schema validation can prevent errors before they reach production.Integrating schema validation with tools like ObservePoint enhances data quality.Data quality issues can lead to significant financial losses.A collaborative approach to defining schemas improves outcomes.Using a centralized data layer reduces technical debt.Automation in data validation saves time and resources.Clear delineation of responsibilities improves team efficiency.Chapters00:00        Introduction to Day-Layer Schema05:01        Defining Day-Layer Schema09:13        Exploring JSON Schema13:44        Benefits of Schema Validation18:08        Types of JSON Schema Validation25:46         Advanced Schema Features30:15         Collaborative Development of Data Layers34:23         Empowering Developers with Data Quality38:57         Division of Labor in Data Management44:27         Data Quality and Development Team Dynamics46:59         Benefits of Implementing a Daily Schema50:57         Cost of Bad Data and Its Implications57:35         Integrating Tools for Data Validation01:07:45    Outro

Andrew Talks Episode 3 with Abid at Digital Republc Talent! In this episode of Andrew Talks, Andrew interviews Abid, the Billing Manager at Digital Republic Talent, about Navigating the Recruitment Landscape. They discuss the intricacies of recruitment in the digital analytics field, including how to craft an effective CV, prepare for interviews, and navigate salary negotiations. Abid shares his journey into recruitment, the importance of building relationships, and the evolving landscape of the digital analytics industry. The conversation also touches on remote work opportunities and offers valuable advice for career progression in this dynamic field. Chapters 00:00      Introduction to Abid and Digital Republic Talent02:17      Understanding Recruitment and the Role of a Billing Manager05:01      The Journey into Recruitment and Specialization in Digital10:15      Crafting an Effective CV: Common Mistakes and Best Practices21:10      Preparing for Interviews: Strategies for Success27:40      Navigating Salary Expectations and Value Assessment33:43      Interviewing Techniques and Candidate Evaluation39:09      Market Trends in Digital Analytics49:46      Remote Work Opportunities and Challenges56:06      Career Progression in Digital Analytics01:03:02 Andrew Talks OutroTakeaways Abid emphasizes the importance of understanding the candidate's needs and desires in recruitment. Building relationships over transactions is crucial in recruitment.Tailoring CVs to highlight achievements rather than just tasks is essential.Candidates should prepare for interviews as if they are consultants, not just job seekers.Networking internationally can open up more opportunities for career growth.Effective communication is key to progressing in one's career.Understanding market value and being flexible in salary discussions is important.The digital analytics industry is evolving, with a focus on compliance and data-driven roles.Remote work opportunities are more prevalent in the US compared to the UK and EU.Passion and willingness to learn can outweigh years of experience in hiring decisions.

In this episode, I start to watch the Adobe Summit 2025 content, focusing on the top 10 I highlighted in a previous Digital After Dark, but making my way through all 41 sessions I thought would be worth watching.I tried to do this more as a reaction podcast, but it did not work the way I wanted.  Instead of scrapping this or trying to redo the entire recording, I decided to VERY HEAVILY edit it and release it.  You do get my real reaction while watching it.  Overall, it went from over an hour of recording, down to 18 minutes.   Going forward,  willl watch and then record my thoughts on it.TIMESTAMPS:00:00  Introduction to Adobe Summit 202501:14  Overview of the Analytics Rockstar Competition02:20  Contestant Introductions and Expectations02:27  Jeff First Tip: Internal Campaignå04:00  Jen First Tip: Reporting by Content Date05:46  Mandy First Tip: Calculating Weighted Comps07:17  Trent First Tip: Journey Canvas - Winning or Losing  with your Redesign08:47  Jeff Second Tip: Advanced Techniques for Internal Campaign10:16  Jen Second Tip: Campaigns for Mobile Apps11:10  Mandy Second Tip: Estimating Cost of Missing Data13:05  Trent Second Tip: Market Channels Analysis14:01  Final Thoughts and Winner Announcement18:22  Andrew Talks Outro

SummaryIn the inaugural episode of Andrew Talks, Andrew introduces the new podcast that is part of Digital After Dark: Andrew Talks.  This will not replace Digital after Dark, but rather give an opportunity to release more podcasts to improve his own skills in podcasting while distrubiting more content.  Andrew Talks aims to foster open discussions about all things digital and encourages community engagement.In this mini episode, Andrew emphasizes the importance of keeping one's word in both personal and professional contexts. He discusses how trust is built through commitment and the challenges of maintaining integrity in a fast-paced environment.TakeawaysAndrew Talks Digital is an additional podcast part of the Digital After Dark family.The importance of keeping your word is emphasized.Trust is built through commitment and integrity.Maintaining one's word can be challenging but essential.Open discussions are encouraged in the podcast.The podcast will cover digital analytics and work-life balance.Andrew aims to improve his podcasting skills through more recordings.Listeners are invited to share their thoughts on keeping one's word.The podcast will feature a mix of edited and raw formats.

Matt and Andrew have been to several Adobe Summits in their day.  In this episode, Matt and Andrew preview the 2025 lineup for Adobe Summit 2025 taking place Week commencing 17th March, 2025.  Topics covered are:Adobe Summit Preparation: Andrew and Matt discussed their preparations for the Adobe Summit (although online only for us this year), including their experiences with previous summits.  We shared tips for choosing sessions and highlighted the importance of attending sessions that improve skills and knowledge.Adobe Podcast Tool: Andrew and Matt talked about their experiences with sound engineering for their podcast and their hopes that the Adobe Podcast tool will simplify the process.  The last podcast took nearly 2.5 months to publish due to time constraints, and hopefully Adobe Podcast would help get it out quicker.Adobe Summit Sessions: Andrew shared his top ten sessions for the Adobe Summit, explaining his reasons for choosing each one. He highlighted sessions that focus on skill improvement, innovative tools, and interesting speakers.  The order are, from the bottom of Andrew's top 10 to most excited to watch:Data Distiller: Andrew expressed interest in the "Top Tips to Maximize Value with Adobe Experience Platform Data Distiller" session, as he wanted to learn more about the data distiller tool and its applications.Too hot for the main stage: Andrew and Matt discuss their previous sessions attending the Too Hot for the Main Stage, where Adobe will be showing ideas for their products that are much further out.  These are normally really good fun, although not at the level of Sneaks.Failed Implementation Costs: Andrew and Matt discussed the importance of learning from failed implementations and the potential costs associated with them. They emphasized the value of understanding what not to do in order to improve future projects.Skill Exchange Session: Andrew highlighted the "Skill Exchange: Transform Digital Channels with Adobe Analytics" session, noting the value of learning from telecommunications companies like Three. He appreciated the focus on skill improvement and practical applications.Sling TV Session: Andrew was interested in the "How Sling TV Turns Anonymous Visitors into Customers" session, as he wanted to learn more about their use of third-party data to enhance first-party data and their personalization strategies.Advanced Metrics Session: Andrew looked forward to the "Adobe Analytics: Using Advanced Metrics to Level Up Your Reporting" session, led by Mandy George. He was excited to see how advanced metrics could be used creatively to improve reporting.Adobe Analytics Playoff: Andrew was enthusiastic about the "Adobe Analytics Playoff: Tips and Tricks for Winning It All" session, led by Travis Sabin. He appreciated the theme and the focus on practical tips and tricks.Trevor Sessions: Andrew highlighted two sessions by Trevor "Ask Me Anything: 8-Bit Insights, Customer Journey Analytics Tips" and "8-Bit Insights: Customer Journey Analytics Tips and Tricks Arcade." He praised Trevor's engaging presentation style and creative themes.Adobe Analytics Rockstars: Andrew's top session was the "Adobe Analytics Rockstars" session, which he considered a must-attend event. He appreciated the opportunity to learn from top experts and the potential for audience participation.Andrew and Matt then wrapped up the podcast talking about Python and Andrew starting to dive back into Python.

In this episode, Matt and Andrew discuss the conference and webinars that we attended in 2024.  It took 77 days to record this second episode, and another 2 months to edit the podcast.   Hopefully, our next recording will be edited quicker.   Adobe Summit Experience: Matt and Andrew discussed their experiences at the Adobe Summit, highlighting the importance of the analytics rockstars session. Andrew shared how he got accepted to speak but couldn't attend, so Matt presented on his behalf. They emphasized the significance of providing actionable tips and the value of networking at such events.This was the best Adobe Summit session I have ever seen discussed in the podcast. https://business.adobe.com/summit/2024/sessions/dashboards-dragons-customer-journey-analytics-tips-s101.htmlMeasure Camp London: Andrew and Matt attended Measure Camp London, an unconference where attendees create the agenda. Andrew highlighted sessions on building trust as a data analyst, turbocharging adoption with data, and turning analytics from a cost center into a profit center. They emphasized the importance of starting with business objectives and the value of networking at Measure Camp.Measure Fest at Brighton SEO: Matt presented at Measure Fest, part of Brighton SEO, focusing on data layers. He discussed the technical implementation aspects and the importance of data layers in analytics. Despite travel challenges, Matt found the event valuable for networking and knowledge sharing.Observe Point Edge in Lisbon: Matt and Ethan attended the Observe Point Edge conference in Lisbon, where Matt presented on compliance monitoring, data layer schema validation, and tool rollout validation at scale. They highlighted the value of Observe Point in monitoring website data and the importance of networking at such events. IAPP Webinar on Compliance Dashboard: Matt participated in an IAPP webinar, discussing the compliance dashboard they developed for a client. He explained how the dashboard helps answer compliance questions for C-Suite, legal, and marketing teams, and the importance of monitoring compliance across multiple websites.Importance of Networking and Conferences: Matt and Andrew emphasized the value of attending conferences and networking events for personal and professional growth. They encouraged colleagues to participate in such events to expand their knowledge, meet new people, and gain new perspectives.

Interview with Jon Crowder This is the second part to Matt and Andrew’s discussion with Jon Crowder, Journey Further's (https://www.journeyfurther.com) Head of Digital Experience.   The points covered in this podcast are: What is the one test you wish you could ban forever!What is one test that you are surprised most companies are not testing?What test surprised you the most?Why should companies start an in-house team?Why should companies hire an agency?What is the biggest challenge / breakthrough / benefit coming to CRO in the near future?If you could go back in time and give yourself one advice as you start your career; what would that advice be?This podcast started took way too long to get out; we apologize for this.  We are working on a solution to make the process quicker without impacting personal life.  This episode started with Jon asking to be on someone's podcast on LinkedIn.  If you would like to join a discussion on the podcast, let Matt and Andrew know; we will see the possibilities for a future podcast.  You can contact Matt and Andrew at: digitalafterdarkpodcast@gmail.com