Digital Data Layer
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@aaronfossum Set your data free! With the W3C digital data layer
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Transcript of Digital Data Layer
@aaronfossum
Set your data free!With the W3C digital data layer
@aaronfossum
Give me your tired, your poor,
Your hidden attributes yearning to breathe free,
The wretched refuse of your data collection.
Send these, the homeless and disorganized, to me:
I lift my lamp beside the tag management system.
(with apologies to Emma Lazarus)
@aaronfossum
You need a data layer.
@aaronfossum
You need a data layer.
Whichever data collection strategies we choose, adequate planning, documentation, and timely communication across teams can go a long way in helping us ensure that the first link in our data collection supply chain is a strong one.
Jeff Chasin, Adobe Blog, 4/7/2014
@aaronfossum
You need a data layer.
A well-constructed data layer can act as both a common dictionary for your supporting digital marketing applications and a unifying road map for how you want to communicate with your customers. Without a model for how to think about your customer interaction data, you cannot unite your applications around common definitions.
Tealium, accessed 3/8/2015
@aaronfossum
You need a data layer.
A data layer offers efficiency and control to the marketer and the tag management system. It describes events and information uniformly across the entire site, and is a single, consistent place to store and retrieve data values so that different tags can easily and quickly find the same piece of data.
Ensighten, 3/20/2013
@aaronfossum
The Data Layer is your blueprint for building data QUALITY and
CONSISTENCY in your analytics implementation.
It makes data commonly AVAILABLE to the tag management
systems and all other Javascript tags on the page.
Gathering data in one place provides a mechanism for enforcing data
GOVERNANCE and definition across the enterprise.
@aaronfossum
FREEDOM
@aaronfossum
@aaronfossum
@aaronfossum
Over 40 contributors
@aaronfossum
Javascript data structure
Baseline attributes
Events and components
Customizable
Privacy
Security
@aaronfossum
good idea
great start
@aaronfossum
Common Language
@aaronfossum
Compatibility
@aaronfossum
FREEDOM
@aaronfossum
@aaronfossum
Commerce objects aren’t great.
Events array is useful but misunderstood.
It’s just a Javascript object.
It ain’t magic.
@aaronfossum
What’s next???
@aaronfossum
Adoption
Definition
Refinement
Integration
Frameworks
@aaronfossum
Announcing JUDOJUDO Uniform Data Object
Open Source Javascript Framework (GitHub)
Plug-and-play w3c data layer
Ease of implementation for developers
Configurable data governance
RECRUITING COLLABORATORS
@aaronfossum
good idea
great start
