Event-driven data layers with Adobe Launch

Written by Matt Bentley, Head of Data Architecture & Digital Analytics 

What’s the story 

The aim of this article is to give you insight and a few different options for integrating event-driven data layers (EDDLs) – such as Google Tag Manager’s dataLayer object – with Adobe Launch; something that isn’t immediately obvious out of the box. Loop Horizon have used event-driven data layers (EDDL) with a number of clients. In some cases, clients who are using Google Tag Manager, which is underpinned by the event-driven dataLayer object. In other cases, clients migrating away from GTM, usually to Adobe Launch, whose sites are heavily integrated with GTM’s dataLayer. And in other cases, clients who are migrating to an EDDL from a customer experience digital data layer (CEDDL) (the old W3C-type data layer). 

If you’re reading this, we can assume a certain level of knowledge, but this article from Jim Gordon gives a nice overview of EDDL vs CEDDL. TLDR version though: an EDDL pushes data / objects into an array / queue; you can subscribe to these push event in order to trigger rules in your tag manager. 

A CEDDL does not emit events (as it is an object rather than an array), instead relying on browser-level events (e.g. DOM ready) to prompt the tag manager to collect data. Data is passed into the data layer object, which is continually overwritten as new data becomes available. 

Adobe Launch and the EDDL 

Google Tag Manager natively integrates with an EDDL – Google’s dataLayer array. This dataLayer array underpins the entire tag manager. You can natively hook onto events passed to it, and any data sent with those events. 

Adobe Launch does not natively integrate with an EDDL. This isn’t a criticism of Launch – it’s extensible and can be made to fit your needs easily. But this lack of a clear way of doing things, means it’s easy to do things the wrong way (or at least in a sub-optimal way). That being said, it also means it’s easier to customise Launch to the way you want to do things. 

The easy(ish) option 

Launch has extensions – which expand the functionality of Launch – designed to hook onto an EDDL. 

Adobe Client Data Layer 

This extension integrates with Adobe Experience Manager’s Core Components, so if you’re using AEM, it’s a good option. 

However, you can also link it to any EDDL you’re running on your site, and it will give you a suite of event triggers, data elements and rule actions. It will also compute your EDDL array down to a single object – to all intents and purposes, creating a CEDDL – giving you the best of both worlds; the ability to tightly control event triggering and avoid race conditions from the EDDL, and the ability to combine data from multiple events via the CEDDL. 

Unfortunately, there are three key downsides that I found with this extension. 

The first is that it seems to “take over” your data layer. It automatically creates an object called adobeDataLayer, and if the location of the data layer you want this extension to work with differs from that, it copies the adobeDataLayer object into your data layer. 

This might not be an issue in most instances. But if you’re migrating from GTM (for example), and want to maintain your usage of Google’s dataLayer object (or if you just want to use dataLayer as your data layer location, because so many tools natively integrate with it), you can’t really use the Adobe Client Data Layer extension. When we tested, using the Adobe Client Data Layer with Google’s dataLayer array caused all the Google suite of tools to stop working; Google Analytics, Google Ads and so on. 

The second issue is that it doesn’t seem to be great at handling race conditions. The computed data layer it generates can be referenced via data elements but takes time to process. We found that, if your data layer has multiple events pushed into it in very quick succession – potentially in an undefined order (that is to say, events may be pushed in A>B order or B>A order depending purely on how quickly certain resources load) – there’s every chance that data will be missed or referenced incorrectly. 

And on the flip side; while you can reference data directly from the event object, see above if you need to combine data from multiple events together. 

The third issue is that you cannot access the event name from the data layer; the one that triggered your rule in Launch. It’s a minor point, but if you want to use multiple data layer events to trigger a single rule (for example, when your normal page view happens and when a user first consents to allow cookies), or you simply want to collect this information dynamically without having to hardcode it in each rule, there is no way to send information about which event triggered your rule. 

(My old colleague Andrew would disagree, but his innovative solution is nonetheless subject to race conditions, as it relies on Adobe Analytics to reference back to the data layer array – if another event has triggered between the event name you’re interested in and Analytics processing that event, you lose the data.)

EDIT: after posting this article, my old colleague Michael Schubert contacted me to let me know that using “event.message.event” in custom code / the launch interface allows you to access the event data from the Adobe Client Data Layer.

Google Data Layer 

Hot off the press (it’s still in beta at the time of writing) is this new extension from Adobe. 

It’s very similar to the Adobe Client Data Layer extension, but it looks to solve the downsides we found: 

  1. It leverages Google’s own helper function, so it doesn’t break Google tools using the dataLayer 
  1. Though we have not tested extensively, from the documentation it looks as though this extensions handles race conditions better (that being said, some recent testing we did indicated that this extension missed pushes to the data layer that happened in quick succession) 
  1. You can access the event data – we’ve tested and printed the event data to console to prove this out 

All in all, this new extension looks an impressive new addition to Adobe Launch and a great option, especially if you already utilise Google’s dataLayer object. 

Data Layer Manager 

This extension from Search Discovery happily integrates with any EDDL you may happen to use – including Google’s dataLayer – without overwriting it or making other tools that integrate with your data layer unusable. 

It’s not as prone to issues with race conditions as some other extensions. It has what the extension calls “context aware” data elements, which know whether to get the data you want directly from the object that was pushed or from the computed data layer object. 

However, unlike the new Google Data Layer extension, it doesn’t make the event level data available. It also doesn’t allow data layer validation without upgrading to the paid version of the extension. Lastly, it doesn’t meet some of the more nuanced use cases I’ll cover below. 

The hard(er) option – build your own 

Given the options above, why would you want to build your own EDDL processing tool? For most use cases you wouldn’t. But eventually (and “eventually” may come faster than you’d think) you could come up against an issue that the above extensions cannot solve. 

And at that point, if you’ve integrated our entire Launch implementation with one of them, you’re going to have an issue; the extensions are not extensible in turn. 

Here’re the reasons why I’ve built my own. 

It’s not a back box 

By building our own EDDL processing tool, we have direct access to the code – it is extensible. None of the extensions give that level of access and understanding. Everything listed below stems from the fact that we have full access to modify the tool we built; the ability to make it fit the requirements, and to meet those requirements from a central location rather than having to employ clunky work-arounds and take on technical debt. 


We built a JSON schema document for one of the data layers we created. We wanted the ability to validate objects passed on to the data layer, and return any errors to the developer console. 

This was to make the deployment process easier; to give developers the tools (errors in the console and the schema document) to fix issues themselves, removing a potential bottleneck. 

We / our clients didn’t want to spend thousands of pounds a year enabling validation. 

The answer – build your own EDDL processing tool. 

Access to event data 

As mentioned earlier, we wanted to have multiple events trigger a single rule – in this case, the view event from the data layer and changes to consent, so that we wouldn’t miss anything when the user initially consented to allow analytics to collect data. 

We also wanted to know which of those two events had triggered the data to send. 

Prior to the recent addition of the new Google Data Layer extension, the extensions available did not gave enough flexibility or access under the hood to deliver this. 

You guessed it – build your own EDDL processing tool. 

The ability to send events wherever you like 

We had multiple third-party vendors passing data to the data layer, and – to maintain ease of use – a strict implementation standard of: “do not add new rules to the Adobe Launch user interface (UI) unless you absolutely have to.” 

The Adobe Launch extensions enforce their own extension-specific “event” trigger to use in the UI. This does not give the flexibility to pick what event type you’d like (custom event, direct call rule etc) or sufficient access under the hood to understand how to access the events by other means; it therefore severely limits your ability to split events into type. 

For example, we wanted to process all objects sent to the data layer as events in one location (a <div> element on the page), but filter a subset of them (specific to user consent) in another location (a different <div> element), so we could include multiple data layer events a single rule without: 

  • Having to fire on every event sent by the consent platform (double firing the rule in most cases) 
  • Add consent-specific rule conditions that would break the firing of the standard data layer event 
  • Add a second rule with identical tags, breaking the implementation standards 

By building own EDDL processing tool, we could emit custom events to multiple div element on the page – one for the standard data layer events and another for the filtered subset of consent level event – thus allowing us to avoid double firing or having multiple rules to do the same job. That way, we were able to keep the Adobe Launch UI as simple and easy to use as possible. 

The ability to process data in multiple ways 

The Adobe Launch extensions provide a computed data layer object from your EDDL, to give the best of both worlds (EDDL and CEDDL). 

What if you want multiple computed objects though, each serving a different purpose? One main computed object, one flattened object, one to drive product string creation, one to re-format data to new Google Analytics 4 standards, one to package up your data layer and send it to a server-side endpoint… 

It would be achievable via the Adobe Launch extensions, but would be clunky, and require a range of rule and data elements to achieve. There would also be potential concerns about race-conditions and missing data. 

By building our own EDDL processing tool, we were able to output all the computed objects we needed from a single rule; a range of underpinning utilities to run the whole implementation. 

Only process the events you want 

Because we had full access to the code, we were able to create lists of events pushed on to the data layer and do different things with them. 

Only want to validate the events in your schema and ignore events from third-party vendors? No problem – just provide a list of events to validate and only pass those to the validation script. 

Want to process a subset of events to a different div element on the page to allow filtering without requiring rule conditions and setting up multiple rules? Easy. 

Want to process different events go different computed objects on the page? You got it. 

Handling data processing 

Some of the Adobe Launch extensions handle race conditions gracefully and re-process historic data on the data layer array very gracefully. But by having access to the underlying code of our EDDL processing tool, we could determine exactly how it did this. This made de-bugging much easier. 

For example: 

  • We were able to ensure that processing the computed data layer objects happened before the events were emitted, making it more likely the computed data layer object would be up to date 
  • We were able to log the last event processed by the event listener and stop it from processing that event again in error as we loaded the script into the page – this allowed us to run our event listener script before our re-processing script to better avoid missing data 

There are other examples, but the point is – when you know how the data layer is being processed under the hood, it makes it much easier to determine where issues are coming from when they occur. 

Wrapping up 

To recap, now you should hopefully have some more information about how to leverage an EDDL using Adobe Launch, and some thoughts on the approach you might want to take. 

At Loop Horizon, we’ve deployed new event-driven data layers for a wide range of clients, and worked with others already utilising one. 

For some, we’ve used the Adobe Launch extensions to integrate with their EDDL. For others, we’ve built our own EDDL event listener. The key consideration has always been: what approach would be the most appropriate for the client – do they have experienced tag management resource; do they have complex use cases; and so on? 

The same considerations should inform your own decision about how best to proceed. Please get in touch if you would like to talk to us about: 

  • Data layer development and event-driven data layers 
  • Adobe Launch and key extensions / utilities for handling EDDLs 
  • Google Tag Manager 
  • Data layer validation 
  • Consent / cookie management platforms 
  • Analytics – Adobe, Google (including migration to GA4) 

Terms used in the article

EDDL – Event-driven data layer 

CEDDL – Customer experience digital data layer 

TLDR – Too long didn’t read


Matt Bentley, Head of Data Architecture & Digital Analytics 

Loop’s data and digital analytics expert, with over ten years’ experience working in marketing and technology teams across a number of businesses 

Before joining Loop Horizon, Matt’s experience was client-side; in financial services and the media and entertainment industry 

Having managed centralised analytics and data collection functions, he’s worked across numerous verticals covering both business and technology teams, giving him the tools to tailor communication effectively on both a strategic and technical level 

Matt specialises in data collection strategy, tag management, data layers, analytics tool configuration, reporting and analysis, bringing business stakeholders and development teams closer together in order to better connect data to business performance 

Read more

GA4 – The Pros & Cons

We sat down with Matt Bentley and Rob McLaughlin to discuss their views on Google Analytics 4 (GA4) adoption and what it could mean for businesses going forward. Both Matt & Rob had some very strong points to make on why GA4 should be understood as an opportunity rather than a challenge, in fact they see it as something of a coming of age for digital analytics in general.

As discussed previously, GA4 offers an amazing opportunity for organisations to step up their analytics maturity and this is an exciting time to consider the pros and cons of adoption. Knowledge is power in everything we do so, we have a list of the main talking points regarding the switch to GA4 and why we are so excited about this new and improved technology.

Contact us to arrange a live demo on one of our GA4 accounts.

SPOILER ALERT: Overall, the PROS definitively outweigh the CONS, GA4 is a huge step forward

Rob McLaughlin


GA4 provides a new interface, designed from the ground up. By taking things back to the bare bones you have the choice to either utilise this new interface and adapt the new layout OR use an alternative interface that appeals directly to yourself and that you find helpful to use. You can extract the data and send it directly into an interface such as DataStudio or PowerBI that is more compatible with your business. You can leverage Google Analytics 4 as a way to tidy up your data collection and optimise your setup. The ability to send the data through Big Query can be accessed via an interface.  

GA4 provides a new interface, designed from the ground up

Matt Bentley


Some people do not like the new interface and the way it has changed. Learning the way GA4 works and being able to navigate it with confidence for the information they are requiring is going to be key. The loss of historical data is another complaint as data from previous years will no longer be available, the ability to compare year on year data will not be available until you have a GA4 account for over a year.  

However, with time being considered it is important to remember that Google Analytics 4 was created with long term use in mind and the time spent learning it now will be worth it in the long run. 

The loss of historical data is another complaint as data from previous years will no longer be available

Matt Bentley


Google Analytics 4 takes digital analytics from a vanity metric generator to a genuine operational tool for business. GA4 has a working partnership with Big Query so they can directly transfer data through the pipeline into a chosen cloud system making it accessible to all, as well as having all the newly collected data now sitting side by side with all your other data. GA4 is growing the business potential of digital analytics – a move away from basic digital analytics and move towards customer analytics, using this data  is now a powerful way to know your customers deeper. 

Google Analytics 4 takes digital analytics from a vanity metric generator to a genuine operational tool for business

Rob McLaughlin


GA4 has been referred to as difficult to implement. The data model changes have been causing people difficulties, getting used to the changes in the data collected. The new data model fits the modern web and its progression bringing GA4 forward to be consistent with all data models across channels, helping to improve all enterprise databases. GA4 applies to every platform and to every interaction that a business will have with its customer; registering all the collected data along the customer journey. GA4 gives its users the ability to access unsampled data free of charge which has not always accessible to everyone in the past whereas now everyone has the chance to access it. 

The new data model fits the modern web and its progression bringing GA4 forward to be consistent with all data models across channels

Matt Bentley


GA4 is digital analytics reimagined for the 21st century. Google has recognised where the modern internet is headed and has adapted the way it works. The new way of working has privacy at the centre. With GA4 you are able to gain better insight into your customers with it’s the ability to better leverage machine learning. A big part of the new system is the ability to better use prediction abilities rather than relying on basic data analysis.  

GA4 is digital analytics reimagined for the 21st century

Rob McLaughlin


Cardinality – a big issue with Google Analytics is the ability to pass custom data, customer ID for one. This causes issues for many businesses, but Big Query can eliminate this issue. So, it is not even that big of a ‘con,’ more of a slight annoyance than anything but it is easily fixable.  

Overall, the PROS definitively outweigh the CONS, GA4 is a huge step forward. Our recommendation to all  is to start the adoption process as soon as possible and start gaining that vital customer data sooner rather than later, guaranteeing that you are ahead of the game when Google stops collecting data on the previous platforms.  


Matt Bentley, Head of Data Architecture & Digital Analytics 

Loop’s data and digital analytics expert, with over ten years’ experience working in marketing and technology teams across a number of businesses 

Before joining Loop Horizon, Matt’s experience was client-side; in financial services and the media and entertainment industry 

Having managed centralised analytics and data collection functions, he’s worked across numerous verticals covering both business and technology teams, giving him the tools to tailor communication effectively on both a strategic and technical level 

Matt specialises in data collection strategy, tag management, data layers, analytics tool configuration, reporting and analysis, bringing business stakeholders and development teams closer together in order to better connect data to business performance 

Rob McLaughlin, Co-Founder 

An experienced digital marketing professional and a proven leader in the field of data & analytics with a track record of bringing customer data into the complex marketing and technology landscape. 

A combination of visionary and pragmatist, Rob’s expertise in strategic planning, data-driven transformation and marketing technology vision creates solutions which blend established business processes with bleeding edge techniques. 

Having worked both as a consultant and in-house he has in depth knowledge of how businesses from multiple verticals can leverage data to power efficiency and growth. 

Read more

Loop Horizon Strengthens Activation Team With Key CRM Hire

With clients increasingly looking to drive meaningful change and commercial results from the use of data & technology Loop Horizon continues to scale its specialist teams. Ata Mehmet joins Loop Horizon’s Activation team, a key hire as a consultant specialising in CRM within this highly regarded team led by Rachel Fox, Head of Marketing Strategy & Adoption.

Ata has over 15 years of experience in data-driven CRM transformation with expertise in campaign strategy, advanced analytics, experimentation and CRM capability development having worked at British Gas, Currys, M&C Saatchi and most recently Sky. He also has proven track record of driving commercial value through data and analytics, as a ‘translator’ bridging the gap between technical and business teams.

Commenting upon joining Ata stated, “I am incredibly excited to be joining Loop Horizon at this pivotal time. It has been amazing to see, albeit from afar, the growth that Loop Horizon has enjoyed by helping brands realise the true value of data through their marketing. I look forward to now playing a part in this continued success, and to work with such a passionate group of data-driven practitioners.”

Co-founder Rob McLaughlin stated, “We are very excited to welcome Ata to Loop Horizon, he brings a valuable array of skills and experiences, our clients will be lucky to have him working across their accounts. Naturally several of us know Ata well from our time at Sky, he has a strong reputation for innovative, clear thinking. It’s a great time to be joining Loop Horizon and Ata is a great addition”.

To learn more about Loop Horizon, how we help brands and career opportunities please contact info@loophorizon.com

Read more

GA4 – Upgrade, Migrate and Beyond

Written by Lindsey Williams, Senior Digital Analytics Specialist

Google Analytics is evolving, the next-generation measurement solution from Google has arrived. There are multiple benefits to implementing GA4, from an enhanced, scalable data model, access to raw data in Big Query, cross platform tracking, advanced analysis including predictive capability, to more intelligent tracking which is less reliant on cookies; if you’ve not started planning your GA4 implementation talk to the specialists at Loop Horizon today. 

Article's hero media

Why bother? 

Aside from significant benefits, if you’re already a GA customer, the single most important reason to implement GA4 is that Universal Analytics (UA) will be switched off on July 1st 2023. From this date Google will stop processing UA hits; unless you’ve implemented GA4 tags your digital properties will not collect any more analytics data. 

If you require year on year comparison data you must implement GA4 as soon as possible, GA4 tags can co-exist alongside UA tags therefore you don’t need to change your UA implementation, you simply need to add GA4 tags. 

What’s the difference

Data Model 

GA4 has a different data model to UA; the methodology behind data collection is different hence the dimensions and metrics captured are not the same. Your UA data will not sit in the same backend database as your GA4 data, consequently the GA interface and reports for GA4 are different to those for UA. We can help you understand your GA4 data and can support in navigating the new interface. 

Data Availability 

A big benefit of GA4 is that the event level data collected is automatically made available in the Google BigQuery database engine for no additional cost. If required data can also be streamed in to, and managed from, your own data repository, typically a cloud solution, making this truly first-party owned data. This data can be queried and visualised outside of the GA interface, and, crucially for audience development, it can easily be unified and curated alongside other enterprise datasets to generate sophisticated customer segments for downstream targeting. 

Server-Side Tagging 

An enhanced server side GA4 implementation is also now an option, this offers both improved performance (analytics tags run from a server rather than the customers web browser) and better security of visitor data (data is collected via a customer managed server-side environment). 

Additionally, this methodology offers consolidation of collected data, rather than multiple tags sending the same data multiple times, a single ‘stream’ of data can be sent once to a server endpoint and distributed to multiple downstream entities. This reduces the amount of JavaScript required on the page and minimizes the number of http requests thus improving website performance. 

Crucially server side tagging represents opportunity to set first party client IDs via http headers which are not subject to the restrictions and limited lifespan of third-party cookies.  

How can Loop Horizon help? 

From a straightforward implementation of ‘vanilla’ tags to a fully functional, future-proofed, server-side ecommerce tracking solution, and everything in between, Loop Horizon can help you plan and implement GA4. 

Additionally, we can provide strategic advice and hands on support in relation to the centralisation, unification, and curation of your analytics data alongside other enterprise datasets in your own cloud solution. Availability of analytics data at this level means your analysts and marketing teams will be able to segment and target your customers like never before. 

Get in touch to speak with Loop Horizon about how we can support your organisation.

    Read more

    Loop Horizon Further Strengthens Omnichannel Health Practice

    In response to the continued growth in demand for omnichannel transformation from pharmaceutical, life sciences & medical technology sectors Loop Horizon Health has further strengthened it’s bench with the appointment of Sule Hogburn as Digital Product Director.

    Sule possesses over 20 years of experience in various commercial and technical roles with a great passion for product management and omnichannel strategy. She brings over 6 years of experience at GSK where she most recently led product management for HCP portals (commercial and medical) as well as CIAM globally.

    Sule commented, “I am very excited to be a part of the Loop Horizon story! I believe that driving innovation, investing in my company and delivering solutions to improve end users life is the key to a fulfilling and enjoyable work life. I am thrilled to be able to grow and expand my product management skills working in a great company along with many super talents.”

    Managing Director of Loop Horizon Health, Rich Grosskettler commented, “We are so pleased that Sule has decided to join Loop Horizon Health during this pivotal time of growth. Her experience from various roles within large commercial pharma organisations bring vital experience to our clients. She has tremendous empathy for customers and a passion for continuous discovery which I know will resonate with our clients in building best in class customer-centric omnichannel solutions.”

    To learn more about Loop Horizon, how we help brands and career opportunities please contact info@loophorizon.com

    Read more

    Loop Horizon Continues to Scale Delivery Capabilities

    As clients continue to seek large scale programme & project delivery Loop Horizon is growing capabilities to meet their needs. Claire Harper-Smith is the latest addition to the Delivery Team, joining as a project manager with a wealth of experience including digital marketing, business analysis as well as project delivery.

    Claire joins from Saga where she has just played an instrumental role delivering digital transformation projects. Joining direct from client-side Claire’s appointment represents Loop Horizon’s continued commitment to the practitioner led approach which clients across all sectors strongly appreciate.

    Commenting on her appointment Claire, “When I first met Loop Horizon as a client a few years ago I admired the teams passion and thought how great it would be to work for them one day. I am thrilled that their growth over the past couple of years means I get to start my dream job with them today – allowing me to combine my passions of marketing and project management in a client facing role.”

    Loop Horizon’s Head of Delivery, Sarah Astbury stated, “Claire is a great addition to our team, she joins us at an incredibly exciting time for Loop Horizon and our clients. As we scale it is key that our teams remain packed full of client oriented practitioners who understand and anticipate what is required to drive real change through the use of data & technology.”

    To learn more about Loop Horizon, how we help brands and career opportunities please contact info@loophorizon.com

    Read more

    Loop Horizon Further Strengthen’s Capability Team With Key Client-Side Hire

    In line with client demand Loop Horizon is excited to welcome Ryan McDonnell to join the well respected Capability team led by Ethan James. Working alongside experienced practitioners in marketing technology, data & infrastructure Ryan joins as Digital Capabilities Consultant.

    Joining from telecommunications operator Three UK where Ryan led a variety of digital initiatives, leveraging technology & data to drive customer experience and commercial objectives. Previous to Three UK Ryan worked for brands including Red Bull & the BBC.

    Ryan commented, “Having already experienced working with Loop Horizon in a previous role, I am absolutely delighted to be joining this fantastic team. I’m really looking forward to bringing my experience to the organisation and playing a role in contributing to Loop Horizon’s rapid growth.”

    Regarding this appointment, Ethan James, Head of Capability stated, “Ryan is a strong addition to the team, bringing his experience from the fast moving world of mobile and wider telco combined with real-world knowledge of how to deliver personalisation at scale and the importance of close relationships with development teams.”

    Loop Horizon co-founder Rob McLaughlin commented, “Continuing to build out our Capability team with industry leaders and practitioners is key to delivering on our commitments to clients but also meeting the sustained growth in demand from the various industry verticals which Loop Horizon serve. Ryan joins is at an exciting period in our growth and we are very happy he chose Loop Horizon for this next stage of his career.”

    To learn more about Loop Horizon, how we help brands and career opportunities please contact info@loophorizon.com

    Read more

    Michaela Gotts joins Loop Horizon to further strengthen consumer consulting team

    Loop Horizon welcomes Michaela Gotts, a key hire as the organisation continues to scale in the face of market demand. This hire comes at a point when clients are increasingly looking to Loop Horizon for leadership in the use of customer intelligence to drive acquisition, growth & retention. Michaela joins following a 7 year stint at betting & gaming platform specialist Gamesys.

    Rachel Fox, Head of Marketing Strategy & Adoption at Loop Horizon stated, “Michaela is a great addition to our consulting team, bringing her energy & experience to our client engagements. Delivering relevant marketing messaging across the blend of human & automated channels is at the heart of why our clients chose Loop Horizon, Michaela is an immediate asset for us in continuing & deepening this work.”

    Michaela commented, “It’s an incredibly exciting time at Loop Horizon, particularly during a period of impressive growth, so I’m delighted to be joining the company at this time. I’m looking forward to working alongside a team of very passionate people, to support our clients in navigating data-driven Marketing solutions. There’s a vast amount of opportunity in 2022 and beyond so I’m excited to be a part of the journey and Loop Horizon’s continued growth and success.”

    To learn more about Loop Horizon, how we help brands and career opportunities please contact info@loophorizon.com

    Read more

    Loop Horizon Health further strengthens leadership team

    Phoebos (Foivos) Stergiou joins at the start of 2022 off the back of several significant client wins for Loop Horizon Health.

    A Global Life Sciences Product leader with experience across Geographies (US, Europe and rest of world) and Therapy Areas, Phoebos joins from GSK where led Product Managment for Digital and Omnichannel technologies that enable Sales, Marketing and Medical teams to better engage with customers virtually and face-to-face. After successfully delivering a major CRM transformation, he led digital product teams by setting strategy and vision with a focus on innovation and commercial success. He has a track record in achieving significant product outcomes by understanding customer needs, aligning across functions and working with agile teams to optimise feature delivery.

    Rob McLaughlin, co-founder of Loop Horizon stated, “With our pharma clients increasingly seeking Loop Horizon Health’s guidance and leadership in how they engage HCPs & patients, now is the perfect time for us to be broadening our capabilities. We continue to be the ‘go-to’ practice for delivering omnichannel transformation at scale for Global Life Science organisations, Phoebos joins us within an exciting growth phase with existing and prospective clients excited to have him engaged in their businesses”.

    Phoebos commented,” I’m thrilled to be joining a team with such breadth of real-world expertise. Especially because I believe there is a huge opportunity across the life sciences industry to connect omnichannel strategy with activities in the field and to deliver a more connected customer experience. We can help clients develop and execute a pragmatic Digital Strategy that translates to commercial success. This is clearly an exciting time to be joining the Loop Horizon Health leadership team”.

    To learn more about Loop Horizon, how we help brands and career opportunities please contact info@loophorizon.com

    Read more

    Growth in all directions as Loop Horizon closes 2021

    Loop Horizon grew in all dimensions through 2021 in response to new client wins and the on-going growth of existing client relationships.

    Revenue grew over 100% year-on-year with clients increasingly recognising the Loop Horizon approach and specialties in data, technology, marketing & broader commercial transformation. In step with demand Loop Horizon accelerated talent acquisition in the UK, further building out specialist and delivery teams. Further, whilst tripling the size of the team, Loop Horizon sought to bolster its senior leadership team with senior hires across the business.

    Loop Horizon launched operations in the U.S., making several key hires, achieving client wins & account growth across the Health business. Operations were also launched in India where Loop Horizon is building a strong data & analytics hub to complement the U.K. team.

    With the Loop Horizon team growing at between 2-3 staff per month the London offices now span two floors and significant renovations are taking place to increase effectiveness of the space, ready for the start of 2022. 

    Co-founder Rob McLaughlin commented, “2021 has been a key year of growth for the Loop Horizon, we enter 2022 with a stronger, bigger and more diverse team ready to continue building the business and achieving success for our clients. Thank you to the team for their continued energy, tenacity and commitment.”

    Read more

    Ethan James joins Loop Horizon as Head of Capability

    Loop Horizon has hired Ethan James, previously Head of Transformation for Advanced Analytics & Decisioning at Sky, to head capabilities across their specialist teams. Ethan joins with over nine years of experience managing large scale programme delivery across marketing, technology & data.

    Speaking on the appointment James Alexander, co-founder of Loop Horizon stated, “Ethan’s experience in driving complex data, technology and operating model programmes in complicated environments is an incredible asset to further improve Loop Horizon’s offering and he’s already in high demand amongst our existing clients.”

    Ethan commented, “I’m really excited to be joining the amazing team at Loop Horizon and so impressed in what James, Rob and the team have achieved already.  I look forward to helping the company continue to grow in 2022 and being part of their continued success.”

    To learn more about Loop Horizon, how we help brands and career opportunities please contact info@loophorizon.com

    Read more

    Molly Peake joins Loop Horizon as growth continues

    As Loop Horizon completes a record year of company and client growth the consulting team continues to strengthen its breadth & depth of talent. Molly Peake joins Loop Horizon’s Marketing Strategy & Activation team led by Rachel Fox.

    Rachel stated, “It’s fantastic to have Molly join the team. She has a wealth of practical experience and a proactive approach to driving performance meaning she’s already driving great value for our clients.”

    Molly commented, “I’m incredibly excited to join Loop Horizon at a time of such impressive growth. I look forward to working alongside industry experts and empowering clients to make informed and innovative marketing decisions by fully utilising their first party data.”

    Speaking on her appointment Co-Founder Rob McLaughlin said, “In context of Loop Horizon’s growth and focus it is the ideal time for us to be further scaling our capabilities. Molly joins us as we close out a record breaking year, it’s great to have her onboard.”

    Read more

    Loop Horizon appoints Head of Clients to further strengthen senior team

    In response to exceptional client demand and in line with growth plans for 2022 Loop Horizon is excited to announce that Prithviraj Banerjee has joined the senior team in the role of Head of Clients.

    Co-founder Rob McLaughlin stated, “Prithvi is a key hire for us in this critical and exciting period for Loop Horizon, this appointment is a direct signal of our on-going commitment to supporting our clients in their growth and maturity. Having worked with Prithvi in the past I know the energy, empathy and intellect he brings.”

    Prithvi joins Loop Horizon with over 15 years of experience in leading client relationships and strategy across creative, digital and experience agencies such as the Publicis Groupe (Digitas, Leo Burnett, BBH) and Rediffusion Y&R (Ex WPP). He most recently worked at Genpact UK, one of the top transformation firms in the world, where he focused on the Media and Entertainment Industry.

    Prithvi commented, “We are in the middle of change the likes of we have never seen before. Loop Horizon, armed with the perfect mix of talent, expertise and heart is at the forefront of helping clients drive this change. I am excited to join this team of brilliant people and partner them as they continue to build and deliver cutting edge data-driven marketing transformation solutions.”

    To learn more about Loop Horizon, how we help brands and career opportunities please contact info@loophorizon.com

    Read more

    Unlocking the Power of Mapping, Lookup & RegEx Tables

    Article by Anjali Khera, Digital Analytics Enterprise Architect at Loop Horizon

    When it comes to customisation & improvisation of tracking configurations via tag managers, “Mapping Tables” in Adobe Launch AND “Lookup Tables” along with “Regex Tables” in Google Tag Manager can do wonders. 

    These should be seen as one of the most useful and powerful features from the either of the Tag Managers. We used it for the practical application listed over this page and are amazed with the way it simplified our life in dealing with these codes on daily basis. 

    The benefits include but are not limited to:  

    1. Reducing number of tags/rules in Tag Manager console 
    1. Organizing innumerable code snippets & their requirements in a well-structured way 
    1. Collating & organizing data parameters required by multiple vendors over customer’s different touch points 

    This will be focussed on one of the practical applications of these tables in which we feel is very much important for every organization struggling with management of third-party pixels code but yet does not have any other choice to conquer. 

    What are Mapping Tables in Adobe Launch? 

    Mapping Tables are versatile Data Elements* which get enabled via installation of “Mapping Table” Extension. The Mapping Table variable in Adobe Launch allows you to read the value of an input and, if this value matches certain requirements, it will return some output on runtime. 

    This supports regex, exact matches, case insensitive matches, starts with and contains. The output of the mapping table-based data element can be static or another data element to offer even more flexibility 

    *Data Elements is standard term of Adobe Launch which refers to building block of data dictionary. These are basically variables which can be referenced to retrieve the values from JS objects, cookies, URLs, Query strings & so on 

    What are Lookup Tables in Google Tag Manager? 

    Like “Mapping Tables” from Adobe Launch, A “lookup table” in Google Tag Manager is a variable that has the value of another variable as input (key). Variables, according to Google’s definition, are “name-value pairs for which the value is populated during runtime”. This check for exact match key and return values accordingly. 

    What are RegEx Tables in Google Tag Manager? 

    As we understood above, the Lookup Table does exactly what it promises: lookups. These are exact match operations, which are extremely inexpensive to perform, because they can only have a binary result: either the match exists, or it doesn’t. 

    While RegEx Tables perform exactly similar function along with providing option of regular expression-based input value check functionality. 

    Some practical applications of Mapping , Lookup & Regex Tables 

    1. Rename the page names/source channel names etc 
    1. Track the important exit or social links by using table’s output as custom values 
    1. Dynamically select the Report suite (AA)/ Property ID (GA) based on site domain (etc.) 
    1. Track different traffic sources basis on referrer or page URLs 
    1. Terrifically lower down number of rules in your tag manger by managing different marketing pixels trigger conditions & actions vis single tag/rule  
    1. Manage product purchase funnel events and commerce data capture via single tag/rule 

    Though the practical application can be any depending on your need and customizations, We will try to explain applications listed in #5 & #6 in detail (#5 & #6 from Adobe Launch interface perspective AND #5 from GTM interface) and how it worked out amazingly well in building an organized property.  

    Note : Similar strategy can be followed in GTM to achieve other goals with Lookup Or Regex tables depending on use case 

    Wonder 1:  

    Terrifically lower down number of rules in your tag manger by managing different marketing pixels trigger conditions & actions vis single tag/rule 

    Note: Take example of DoubleClick /flood light tag here where you usually get request to place the script on different pages. Their base script remains the same, however the parameters (page event, page ID, tag category) differs.  

    Follow below requirement: – 

    • To implement DoubleClick /Floodlight tag on below pages 
    • Home Page 
    • Category Page 
    • Product Listing Page (PLP) 
    • Product Detail Page (PDP) 
    • Basket Page  
    • Checkout Page 
    • Transaction confirmation Page 

    Additionally, there are different events, event types, category IDs expected as part of DoubleClick script for each individual page defined. 


    Legacy Or more general approach to implement this requirement is to have rules/tags created in Tag manager interface specific to each page type encapsulating the page’s individual script.  


    A person who understands code might create a rule with custom coded conditions to trigger page specific script. 

    Using Adobe Launch:- 

    When using Mapping tables in Adobe Launch to implement this: – 

    • It tremendously reduced number of rules AND/OR also reduced the repetitive codes usage in tag manager making it more organized. 
    • Amazingly, It started looking very good to eyes. 

    Following the solution below. 

        When you get requirement to implement DoubleClick tag, there will be two types of code. 

    Note: Here Mysite is used to denote site domain & Account ID is masked with XXXXX 

    Type 1: Global snippet tag which might look like below 

    Text Box

    Type 2: Page specific tag (here reference is from PDP page), which might look like below 

    Text Box

    You will also receive many “Type 2” tags individually for requirement listed pages which will differ on parameters as highlighted and listed in below table 


Description automatically generated

    Now, follow the below steps to perform this task of DoubleClick implementation with Mapping tables. 

    Step 1: Create “Mapping table” based Data elements in Adobe Launch  

    Graphical user interface, text, application, email, Teams

Description automatically generated

    Notice what is inside these Data Elements: – 

    Here input to Mapping table becomes page template, while output becomes page ID as required by Doubleclick 

    Follow another one for Standard Vs Items Sold. Likewise create data elements for other parameters as requested by DoubleClick which are page specific. 

    Graphical user interface, application, Teams

Description automatically generated

    Step 2: Now you are all set, create a single rule in Adobe Launch which triggers on all pages.  

    Graphical user interface, application

Description automatically generated

    Using Google Tag Manager:- 

    In GTM, it needs a bit of initial thinking to decide whether to choose a Lookup table or a Regex table. 

    In case the input key value needs to be checked against regular expression – Go for Regex Table. However, if you feel that the map table will have straight forward (exact valued) key-value pairs, you should opt for Lookup table. Please keep in mind that rest of the functionality and working remains same. 

    Now, the requirement is the same to implement DoubleClick tag on various pages. The “page template” which becomes the input variable for the table has few values which are NOT exact case & needs to be checked against “contains” operator – Our selection of Map table here would be “RegEx Table.” 

    Note: Had it been the case where exact match values needed, I would have selected “Lookup Table” instead. 

    Step 1:  In the GTM console, create a new User-Defined variable of configuration type Regex Table 

    Like we used input variable as “page template” to identify the type of page, same condition will be applied here using different variable for identifying page template here. Build the RegEx table as required: – 

    Here, notice the Advanced settings check “Full Matches Only”. This will ensure that whole value of input is checked against the key parameters and should be found with exact match (if regular expressions included- then they are taken care as per regex definitions). 

    Similarly, create regEx table based variables for other parameters – category Id, event type & standard vs itemSold 

    Graphical user interface, application

Description automatically generated

    Note: We are trying to use single tag here hence option of custom coding is selected. If we do not select option of custom code, then we should create a tag by selecting Tag type as “Floodlight Counter” or “Floodlight Sales” which defines its event type as “conversion” or “purchase” respectively. 

    Now, create a tag with trigger of all pages & type as custom HTML. Reference the variables as appropriate. 

    Wonder 2:  

    Manage product purchase funnel events and commerce data capture via single tag/rule 

    As part of eCommerce funnel tracking, we need to: – 

    >Track “Product” & it’s related meta data on every step 

    >Associate unique event (Custom or Standard) to desired steps 

    Using Adobe Launch: – 

    Like the way we have collated all required Doubleclick tags in single rule via Doubleclick example, we can also collate all funnel events & product data in single rule/tag. Follow the below steps:- 

    Step 1: Create a mapping table Data element for event selection 

    Graphical user interface, application

Description automatically generated

    Step 2: Create a single rule to be triggered on all funnel pages. Here, 

    >You can use “AA Product String Builder” extension to trigger Product & meta data information  

    >Adobe Analytics set variables to associate relevant event 

    2.1 Screen grab -What’s inside the rule created 

    Graphical user interface, text, application, website

Description automatically generated

    2.2 Screen grab -What’s inside Adobe Analytics Set Variables 

    Graphical user interface, text, application

Description automatically generated

    Note : I have taken reference from Adobe Launch only for this case. But you can perform similar steps in GTM as described above. 

    Hope you found this article useful. Article explains the use case scenarios using Mapping table from Adobe Launch side, however similar approach can be taken to utilize Lookup & Regex tables in GTM. 

    Once you start working with Mapping tables, Lookup or RegEx tables you will realise how much time they save you and how much fun it is to quickly set up things that would have taken more than an hour before. 

    Feel free to drop us a message in case of any query! 

    Read more
    Back to Top