Gartner Research

Use a Digital Data Layer to Boost Marketing Data and Analytics ROI

Published: 30 January 2019

ID: G00382545

Analyst(s): Joseph Enever


With recent changes in privacy regulations and accelerated marketing technology development, now is the time for marketing leaders to invest in first-party data collection quality, efficiency and scalability.

Table Of Contents
  • Key Challenges



  • Communicate the Benefits of a Digital Data Layer
  • Analyze the Data Layer Requirements of Your Business
    • Recognize the Data Layer’s Role in Marketing Data and Analytics
  • Assess the Relationship Between a Data Layer and Your Marketing and Analytics Tags
    • The Digital Data Layer in Action: E-Commerce Retailer Cart Object Example
  • Create a Shared Understanding of Data Layer Requirements Using a Data Dictionary
    • Step No. 1. Analyze What Data Your Web Analytics Is Capturing, by Page Type
    • Step No. 2. Map the Important Data Collection Events Across the Customer Journey
    • Step No. 3. Audit Nonanalytics Tags
    • Step No. 4. Define the Data Dictionary for the Digital Data Layer
  • Launch a Successful Digital Data Layer
  • Manage the Digital Data Layer Life Cycle

Gartner Recommended Reading

©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.