We wanted to add Launch code and data layer JS in our CMS environment (AEM 6.5), for which I believe we can add the launch JS code in the head section and datalayer JS directly on the AEM 6.5 environment, I'm not sure what exactly the purpose of integrating AEM with launch. Can someone please give me some ideas why this integration is required and what is the advantage of doing this integration. We do have launch code/datalayer JS added on AEM 6.3 sites, however, we've not done any integration for this. Whether is it mandatory to do the integration of AEM 6.5 with Launch? If it's mandatory, can somebody please give some inputs on what is the purpose/use of this integration.