Optum's web data collection ran through Adobe Launch and dozens of third-party scripts, inflating visitor counts, hurting SEO, and leaving online and offline data unable to meet.
Role Led the migration — data modeling, XDM schema design, and server-side go-live on Adobe Experience Platform
Optum needed a single customer profile that could be targeted across CRM, campaign, DMP, and optimization tools — something the existing client-side setup couldn't support.
Build a unified customer profile combining traits from online, offline, and third-party sources into a single addressable record.
Browser privacy measures increasingly blocked third-party scripts, breaking the data collection that vendor tag managers relied on.
Without a unified profile, online and offline behavior couldn't be analyzed together to optimize the customer journey.
Three separate symptoms — duplicated visitors, slower pages, and siloed data — all traced back to the same client-side scripts.
The same visitor was counted across multiple data sources for different products, distorting reach and audience numbers.
Dozens of third-party scripts loading client-side slowed pages and dragged down SEO rank, search impressions, and click-throughs.
There was no way to analyze online and offline behavior together, blocking journey-level optimization.
The team modeled current data as contracts, stood up Adobe Experience Platform with XDM schemas, then moved collection from client-side scripts to server-side processing.
Created a data model and contracts for current data as the foundation for the new platform.Data modeling · contracts
Set up the CDP on Adobe Experience Platform with XDM schemas covering page views and all interaction events.AEP · XDM schemas
Wrote specs and worked with developers to update application code for server-side data collection.Server-side collection
Migrated data collection from Adobe Launch to server-side and went live, removing third-party scripts from the client.Adobe Launch → AEP · go-live
Optum gained a unified profile built on AEP with XDM schemas that can be targeted across CRM, campaign, DMP, and optimization tools — combining online and offline signals for the first time.
Eliminating client-side third-party processing improved page rank, search impressions, and click-throughs.
Events now process server-side for Facebook and Google, restoring signal lost to browser privacy controls.
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