The data layer is an essential building block of an integrated marketing technology stack. It is the conduit through which visitor behavior and traits move from one system to another right at the necessary moment.
To make this data interchange successful, a common language that represents your business needs to be constructed and shared across your whole stack. Your data is a language - the data definitions are the dictionary, and the data layer is the conversation.
We provide comprehensive data layer architecture combined with documentation methods and training to keep the language alive and growing along with your innovation curve.
“There is a crucial purpose to every point of interaction with your customer. How to organize data about those interactions should not be relegated to a developer's whim or undisclosed to the business.”
When you take time to establish a data layer plan, some benefits are:
These are the ways we support your data layer initiatives. Mark your interests so we know what you're looking for:
Evaluation of your existing stack and discovery of any platform-native data layers which may already be implemented.
Clear and explicit definitions of general and proprietary data elements shared throughout the stack.
Work with developers on application of data layer specifications via the applicable tag management system or mobile SDK.