Marketers who are building campaigns and thinking about the customer experience probably don’t often think about the data layer of their martech applications.
But the data layer is the key to customer relationships, and according to Mike Anderson, co-founder and CTO at Tealium, we’re now in the fifth era of the data layer.
Anderson says the data layer’s evolution goes back to early web analytics data, and it’s continued to evolve to real-time data and now an AI-powered data layer that helps deliver real-time conversations to customers.
In this episode of Conversations with MarTech, Anderson discusses the data layer as the foundation to customer experience, what it takes to succeed in a data and AI-driven world and more.
Episode guide
0:35: Meet Mike Anderson
1:49: What do we mean when we discuss “the data layer?”
2:40: What is the “fifth era” of the data layer and how did we get here?
7:05: The importance of context in the data layer
9:15: What separates the company that will win with data and AI from those who will struggle?
11:24: Why it’s easier to lose a customer than ever before‘
12:01: What will be the dominant data themes in the year ahead?
14:04: “The world has moved to conversations.”
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