The Business Case for Deploying a Data Layer
As tag management systems (TMS) have become more ubiquitous, analytics and marketing managers have had reason to rejoice. This is because it has meant that tagging projects can be completed more rapidly and at a decreased cost as compared to the traditional development means of deploying tag code to a site.
It has also put a spotlight on the need for a data layer. The data layer is something that we at 33 Sticks have discussed at length and have argued that it is a necessity, not a luxury. A TMS without a data layer has some advantages, but is at a loss when it comes to simplicity and stability and is far from optimal.
“What?!? You don’t want my email address?”