A few years ago when Tealium first began recommending data layer implementations to its clients, there was a little bit of uncertainty. Would marketing teams be able to convince IT that it was worth the effort to put a data layer on the web page?
While a data layer can add a bit of effort upfront, it will save everyone a lot of time and headache in the long run, especially because measurement is no longer dependent on site design. We at Tealium have always recognized and advocated that a properly-defined data layer would create an important data foundation for organizations, so we’re happy to see that the World Wide Web Consortium (W3C) agrees and is now promoting a standard data layer definition. Today, we see many new Tealium clients who already have a data layer in place.
In addition, it’s refreshing to see that many leading consultancies are now also advocating the addition of a data layer and providing advice on getting it right. However, as we have seen through the years, there are many different techniques for building a data layer. For this reason, Tealium supports any data layer structure.
If you’re thinking of building a data layer for your organization, here are a few best practices, general insights and advice to consider based on our own experience: