A whistle-stop tour through the concept of the data layer, why it’s not just techy-stuff, and some of the real-world applications and implications of adopting your own. …featuring such exciting topics as ‘Hands-on tips and tricks for Google Tag Manager’, ‘Reducing your dependency on frustrating development challenges when al you want to do is get a tag live’, and ‘Doing really clever stuff with variables, classifying user types, and scoring behaviours’.