3 Ways a Data Layer Enhances the Customer Experience

January 26, 2017 Jason Call

Streamline your development processes. Implement and change vendors with greater facility. Rest easy knowing the data furnished to each web technology is accurate across the board.

Implementing a data layer will allow you to do all these things—increasing your company’s efficiency and giving you a little peace of mind.

But what about your customers? What difference will a data layer make for them?

In an age where customer-obsession ought to be the lynchpin of business decisions, the data layer is no exception. The data layer is a key factor in developing a customer-centric brand. Consider these three ways that a data layer can enhance the customer experience.

1. Faster Load Times

Data collection has an unfortunate paradox: more analytics and marketing tags increases customer intelligence, but also increases page load times. While gathering as much data as possible gives you an educated view of your customer, you don’t want to risk making them wait too long. According to Kissmetrics, a second delay in load time can reduce conversion rate by 7%.

With a data layer, data that is common across vendors is collected once and then distributed, which is faster and leaner than collecting the same data multiple times.

2. More Personalized Content

A properly implemented data layer equals better data, and better data equals more accurate insights. That means you can provide customers with the content that is most relevant to their needs. Boom.

3. Agile Strategy

With less time dedicated to massaging your data to be consistent across your analytics technologies, polished data is available more quickly. Your dashboards will be up to date, reports will be sharper and decisions ready to execute. You will be more quickly prepared to respond to the wants of the customer, wants that are voiced through the data.

At ObservePoint we do not “sell” data layers—if that’s even a thing. But if you’re considering implementing one, then you will want to maintain it. Our Data Quality Assurance™ solution can help you audit your data layer across your digital assets, keeping you in the know of whether or not your implementation is functioning properly.


About the Author

Jason Call

Jason caught the “digital marketing bug” over ten years ago when his music went viral, and he became the first unsigned artist to reach a million downloads on the internet. Since then, he has devoted his career to mastering analytics and providing actionable insights for hundreds of clients, spanning many industries and verticals.

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