All work
Marketing techAdobe Target
Live cart value in Adobe Target, without touching the store
Marketing wanted “spend X, get Y” audiences in Adobe Target. The commerce site belonged to another team, so we built the whole data flow in tag management.
Client
- Enterprise client
- Name withheld
Our role
- Architecture
- Implementation
Stack
- Adobe Launch
- Adobe Target
- Adobe Client Data Layer
- Commerce GraphQL
0changes to the commerce codebase
Livecart value, not batch segments
Self-serveaudiences for marketers
2values sent: cart total and item count
The challenge
Target admins wanted to build audiences from what’s in a visitor’s cart, without a developer each time. The store’s pages load only the store team’s code, so anything we did had to live in tag management.
The approach
- A Launch rule reads the cart and sends cart value and item count to Target on page load and on add or remove
- It sends only when values change, and resets to zero for an empty cart so nobody stays stuck in a spending tier
- Profile attributes instead of analytics segments, because segments publish in batches, too slow for a live cart
- A documented map of the store’s existing tagging so the next change is easier
Results
- Marketers build spending-tier audiences themselves
- No code changes in a codebase we don’t own
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