Gartner Research

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

Published: 30 January 2019

ID: G00382545

Analyst(s): Joseph Enever

Summary

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

Introduction

Analysis

  • 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

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