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BSBBaba Sai Batte
Portfolio/Selected work/NBA

Experience-based case study · NBA · Jun 2021–Sep 2026

One shared foundation for analytics tracking

Rebuilt fragmented tracking into a shared event system, with hands-on delivery across web, mobile, devices, and video.

One shared event language across web, mobile, devices, and video — so teams instrument once and analysts trust the data.

  1. 01 · Problem
  2. 02 · Responsibility
  3. 03 · Approach
  4. 04 · Validation
  5. 05 · Outcomes
  6. 06 · Limits
Measurement architectureAn interaction flows to a shared event contract and then to separately shown implementation paths through Adobe Launch or Tealium iQ.PRODUCTinteractionEVENT CONTRACTschema · naming · contextLAUNCHimplementationTEALIUMimplementationVALIDATIONQA · releaseONE CONTRACT · TWO IMPLEMENTATION PATHS
From product interaction to implementation and validation.

One event contract, two implementation paths

Product interactions connect to an event contract, separate Launch and Tealium implementation paths, and validation.

01 · Problem

The problem

Multiple product surfaces — web, native mobile, connected devices, and video — each evolved their own tracking over time. Without a shared event contract, the same interaction could be named, shaped, and validated differently per platform, making cross-surface behavior hard to interpret and legacy tags hard to maintain.

02 · Responsibility

My responsibility

  • Owned measurement architecture and end-to-end solution design, translating product and business requirements into implementation-ready tracking specifications.
  • Built and maintained Adobe Launch / AEP Tags delivery hands-on: data elements, rules, extensions, and custom JavaScript actions.
  • Managed environments, libraries, and publishing through development, staging, and production.
  • Configured Tealium iQ profiles, load rules, tag templates, extensions, data-layer mappings, versioning, and publishing workflows.
  • Developed EDDL data-layer structures with frontend engineers.
  • Modernized legacy implementations toward EDDL and Adobe Web SDK architectures.
  • Governed Amplitude event and property standards — page-view naming, derived-property logic, content metadata, sessions, attribution, and cross-platform conventions.
  • Validated desktop, mobile web, iOS, Android, iPad, and connected-device implementations using Charles, AEP Debugger, developer tools, and network inspection.
  • Maintained Confluence/Jira references, data dictionaries, and enablement documentation.
  • Mentored delivery teams from discovery through UAT and release.

03 · Approach

Approach & architecture

The work spans end-to-end analytics solution design, implementation, and governance. Product and business requirements are translated into specifications that engineering teams can build against, then carried through tag management, quality checks, release, and enablement.

  1. 01 Requirements
  2. 02 Event contract
  3. 03 Launch / Tealium build
  4. 04 Cross-platform validation
  5. 05 Release & enablement

Scope

The documented scope includes web, native mobile, connected devices, and video. Measurement needs to remain understandable across different surfaces while fitting the implementation path used by each product experience.

This case study describes the responsibilities documented for the NBA role. It does not claim that every platform named below feeds one unified or verified production pipeline.

Approach

The architecture work begins with discovery and tracking specifications. Data-layer structures are developed with frontend engineers as EDDL (Enterprise Data Layer) contracts and event schemas. Event and property conventions include page-view naming, derived-property logic, content metadata, session and attribution requirements, and cross-platform patterns.

Implementation is hands-on. Adobe Launch / AEP Tags work includes data elements, rules, extensions, custom JavaScript actions, environments, and libraries through development, staging, and production publishing. Tealium iQ work includes profiles, load rules, tag templates, extensions, mappings, versioning, and publishing workflows. Legacy tag implementations are modernized toward EDDL and Adobe Web SDK architectures.

Adobe Experience Platform (AEP) support is within the documented scope: Adobe Web SDK / Edge Data Collection, Real-Time Customer Data Platform (Real-Time CDP) profile and segment configuration, and Customer Journey Analytics (CJA) reporting. These are represented here as related capabilities, not as a claim about a single connected deployment.

Quality & governance

Implementation is validated across desktop, mobile web, iOS, Android, iPad, and connected-device environments. Charles, the Adobe Experience Platform Debugger, browser developer tools, and network inspection support investigation and release validation.

Governance also covers Amplitude event and property standards, derived-property logic, content metadata, sessions, attribution, and cross-platform conventions. Specifications, data dictionaries, and Confluence/Jira references give delivery teams an implementation reference. Product managers, analysts, engineers, and QA partners are involved from discovery through user acceptance testing (UAT) and production release.

Key decisions

Contract first, tags secondUpfront specification effort in exchange for consistent implementation across surfaces.
EDDL as the shared layerCoordination with frontend engineers required, but decouples measurement from tag-manager specifics.
Modernize toward Web SDK pathsMigration sequencing effort versus long-term maintainability of legacy tags.

04 · Validation

Implementation & validation

  • Event names and required properties confirmed in Charles and AEP Debugger before promotion.
  • Cross-surface checks across desktop, mobile web, iOS, Android, iPad, and connected-device environments.
  • Environment promotion through development, staging, and production with QA and UAT sign-off.
  • Specifications and data dictionaries updated so delivery teams share one reference.

05 · Outcomes

Outcomes & evidence

  • Implementation-ready specifications and event contracts adopted by delivery teams.
  • Hands-on Launch and Tealium delivery carried through environment promotion to production release.
  • Cross-platform validation practice covering the documented device and browser matrix.
  • Documentation and enablement artifacts (specs, dictionaries, Confluence/Jira references) supporting repeatable delivery.

Implementation-ready specifications and event contracts; hands-on Launch and Tealium delivery; cross-platform validation; and documentation and enablement for delivery teams.

06 · Limits

Limitations & boundaries

  • This case study does not claim every named platform feeds one unified or verified production pipeline.
  • No performance, engagement, or business-result metrics are asserted — none are disclosed in the source resume.
  • AEP capabilities (Web SDK, Real-Time CDP, CJA) are represented as related scope, not as one verified connected deployment.
Adobe Launch / AEP TagsTealium iQEDDLAmplitudeAdobe Web SDKEdge Data CollectionReal-Time CDPCustomer Journey AnalyticsCharlesAEP DebuggerConfluenceJira