ObservePoint: How to Sell Your Boss On a Digital Data Layer

What is a Data Layer?
For many, the concept of a data layer is still elusive—and for those who grasp it, there is always more to learn. At its most basic form, a data layer is a layer of programming language that contains various types of information including online user behavior data, mobile app activity, transaction information, etc. A data layer sits between the user interface and the numerous applications required to run your site or mobile app and transfers the user activity data from the user interface to those vendor applications.

Read the full post here: http://www.observepoint.com/blog/sell-boss-digital-data-layer/