---
title: "6 Key Ways A Data Layer Drives Digital Transformation"
id: "15593"
type: "post"
slug: "6-key-ways-a-data-layer-drives-digital-transformation"
published_at: "2018-03-15T21:51:52+00:00"
modified_at: "2026-05-29T18:03:58+00:00"
url: "https://tealium.com/blog/data-orchestration/6-key-ways-a-data-layer-drives-digital-transformation/"
markdown_url: "https://tealium.com/blog/data-orchestration/6-key-ways-a-data-layer-drives-digital-transformation.md"
excerpt: "Data layers have been used for years as a means for driving sophisticated tag management deployments. Today’s leading enterprise marketing and IT professionals have evolved to also regard the data layer as a strategic business asset, and as a way..."
taxonomy_category:
  - "Data Orchestration"
---

Data Orchestration

# 6 Key Ways A Data Layer Drives Digital Transformation

Julie GrahamMarch 15, 2018

**Authored By Tealium Partners: Nick Bennett, President, and Adam Hill, Implementation Specialist, Napkyn Analytics**

Data layers have been used for years as a means for driving sophisticated tag management deployments. Today’s leading enterprise marketing and IT professionals have evolved to also regard the data layer as a strategic business asset, and as a way to drive major digital transformation initiatives.

**Here are 6 key ways to use a data layer well beyond tag management:**

**Governance & Data Control**  
 As a documented definition of what data is being collected, the data layer helps an enterprise govern consistency and quality through changes to infrastructure, tagging, and the evolution of user experience.

**Internal & External Policy Compliance**  
 As an auditable structure that defines the digital data that is shared across IT and Marketing, the data layer plays a pivotal role in ensuring compliance with internal and external policies by tracing the exposure of data across the martech pixels onsite, and in defining layers of acceptable data.

**Infrastructure Transformation**User experience redesigns, code refactorings, and technology platform migrations are highly disruptive enterprise transformation initiatives where there are strong expectations to prove value and success. A data layer can be a code-independent means of driving onsite tests, and demonstrating post-transformation success.

***Want to get the most value out of your data layer with your enterprise? [Register for our webinar](https://www.brighttalk.com/channel/13481)
 on 3/22 with Tealium & Napkyn on “The Data Layer: A Catalyst For Digital Transformation.”***

**Setting Up Data Layer 2.0**  
 A hosted data layer is a foundation for expanded data collection at all stages of a user experience, as it can be enriched with server and cloud-based insights to drive more sophisticated and integrated analysis.

**Next-Generation Data Practices Using CDP & Machine Learning**  
 Leveraged alongside a CDP, the data layer can be used to capitalize on first party data in order to build a single view of the customer. Aided by machine learning, real time data collected during an experience can also be prepared and used to drive real time marketing and onsite experiences.

**Personalization & Testing**  
 The data layer can act as both the *source* of data for driving test and personalized experiences, as well as the *target* for data about those experiences, recording a user’s exposure to a test of personalized experience within a session for future analysis.

Napkyn Analytics and Tealium work together on large-scale programs for enterprise customers including tier one retail, eCommerce, lead generation, and CPG brands.

**Napkyn Analytics supercharges Tealium technology** to help top brands execute a transformative data layer with sophisticated data-stitching techniques and strategies. The two teams collaborate where there is a need for enterprise-level guidance and support through tag management, and where there is a long-term, executive-driven vision to l**everage world-class analytics infrastructure to drive more sophisticated data integration and personalization programs.**

**Want to get the most value out of your data layer with your enterprise? [Register for our webinar](https://www.brighttalk.com/channel/13481)
 on 3/22 with Tealium & Napkyn on “The Data Layer: A Catalyst For Digital Transformation.”**

As always – you can contact [Tealium](https://tealium.com/)
 to learn more about The Customer Data Hub and Tag Management solutions and [Napkyn Analytics](https://www.napkyn.com/)
 for an executive consultation on deploying a customized data layer solution for your enterprise.