Case Study: Carnival Corporation achieves a validated Adobe Launch migration and 75% reduction in QA effort with ObservePoint

How Carnival Corporation Made a Smooth Transition from DTM to Launch with ObservePoint

Carnival Corporation, the world’s largest leisure travel company with multiple cruise brands and millions of annual guests, needed to migrate its tag management from Adobe DTM to Adobe Launch without disrupting data collection or marketing operations. The migration was complicated by platform differences, a single shared DTM property with a huge volume of tags, frequent brand-driven changes, and a very small QA team—creating a high risk of inconsistent analytics and lengthy manual testing.

Carnival implemented Adobe Launch and used ObservePoint’s WebAssurance and Web Audits to automatically baseline, audit, and validate tags and rewritten code throughout the migration. The automated approach provided real-time visibility into page operations, helped create a leaner Launch implementation, validated outputs post-migration, and reduced QA resources by roughly 75%, enabling faster, more reliable rollouts across brands.

Carnival Corporation

Tim Crandley

Head of Global Marketing Technology