Key Challenges

Challenge #1: Outdated Tracking Across a Fragmented Web Ecosystem

The organization relied on Adobe’s appMeasurement.js and an inflexible, legacy data layer. Tracking varied from site to site, creating gaps in reporting, inconsistent metrics, and unnecessary QA effort. This made it difficult for stakeholders to rely on the data and limited the company’s ability to adopt more advanced tools like Adobe Customer Journey Analytics (CJA), which requires a modern collection method.

Challenge #2: No Global Analytics Standard
With no shared tracking model in place, new sites launched with custom setups that were difficult to maintain. The company needed a standardized approach that could work across brands, business units, and development partners. Each new site required duplicated effort and manual implementation. With a nationally televised Super Bowl campaign approaching, it became especially important to ensure analytics were accurate, consistent, and ready to capture high volumes of traffic and engagement.