The goal of this document is to describe the capabilities of the data layer.

Capabilities Chart

Capability Yes No
Creates Data Governance  
Establishes Data Integrity  
Lowers Extraction, Transformations, and Load (ETL) Costs    
Lowers Data Normalization Costs  
Saves on Development Costs    
Saves on Marketing Costs  
Works with 1000+ Vendor Integrations  
Makes You Dinner (MMMmmmm... data...)  

Why would I need a Data Layer?

If you use any tracking pixels of any kind, it would make sense to have a data layer to allow for the seemless passing of not only a first name but also a last name, email address and so on. A well constructed data layer can:

  1. Save time and money for business intelligence (BI) analysts on Extraction, Tranformation, and Load (ETL).
  2. Save time and money for business intelligence (BI) analysts on data normalization.
  3. Proacitvely define all the data points that are important to your business goals then map those variables to the vendors of your choosing. Learn more about our 1000+ vendor integrations now. 
  4. Establish data integrity, thus assuring the accuracy and consistency of your data.
  5. Provide a single set of data for all departments within an organization.
  6. Save time and money for developers by eliminating constant requests for incremental changes to the website, mobile applications, etc.  
  7. Save time and money for marketers due to the proactively defined data points that are already mapped to marketing tools like MailChimp and Google Analytics. 
  8. Empower marketers to move with agility because of the connected, centralized data.