Ever wanted to know what a data layer is or how to use one effectively? Have you heard about the tag management trend in Digital Analytics right now and wanted to know what its all about? Edward's talk will answer all of these questions and more! Join us to hear Edward talk about the ins and outs of tag management and using data layers effectively.

1. Data Layers & Tag Managers
Edward Hor

2. MIRUM AGENCY 2015
Agenda.
01
02
03
What is a Data Layer?
How does it benefit me?
What is a Tag Manager?
04 Why use a Tag Manager?
05 Use of Data Layer & Tag Manager

3. MIRUM AGENCY 2015
What is a “Data Layer”?
data-layer = {
page: {
‘channel’: ‘consumer’
pageInfo: {
‘pageName’ : ‘consumer/mens/shoes’,
‘pageTitle’ : ‘Leeroys – Mens Shoes’
‘pageURL’ : ‘http://www.leeroys.com/consumer/mens/shoes/index.html’
},
hierarchy: {
‘level1’ : ‘Consumer’,
‘level2’ : ‘Mens’,
‘level3’ : ‘Shoes’
}
}
• Javascript object
• Dynamic

4. MIRUM AGENCY 2015
How does it benefit me?
• Accessible
• Consistent data
• Dynamic data
• Tool agnostic
Data Layers

5. MIRUM AGENCY 2015
What is a “Tag Manager”?
Page Info
User Interactions
eCommerce
Tag
Manager
Online Analytics
Marketing
Monitoring Tools

6. MIRUM AGENCY 2015
Why use a tag manager?
• Few lines to deploy
• Version control
• Publishing roles
• No deployment windows
• Event listening
• Rules based
• Grab data from elements

7. MIRUM AGENCY 2015
Use of data layers with a tag manager.
Page Info
User Interactions
eCommerce
Tag
Manager
Online Analytics
Marketing
Monitoring Tools
DataLayer