Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Data Layer - MeasureCamp VII 2015

3.968 Aufrufe

Veröffentlicht am

Slides from my talk at MeasureCamp VII (London) in September 2015. Some key findings about Data Layers and how they are integrated with tag management solutions and organisations.

Veröffentlicht in: Internet
  • Dating for everyone is here: ♥♥♥ http://bit.ly/369VOVb ♥♥♥
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Follow the link, new dating source: ❶❶❶ http://bit.ly/369VOVb ❶❶❶
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • How we discovered the real reason nice guys don't get laid, and a simple "fix" that allows you to gain the upper hand with a girl... without changing your personality or pretending to be someone you're not. learn more... ★★★ http://ishbv.com/unlockher/pdf
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

Data Layer - MeasureCamp VII 2015

  1. 1. @SimoAhava
  2. 2. The Data Layer MeasureCamp @SimoAhava
  3. 3. Typically, there are three definitions of Data Layer that we use in the digital world. @SimoAhava from @ReaktorNow at #MeasureCamp
  4. 4. 1. Set of business requirements
 for tracking digital assets,
 visits, and visitors. 2. Encoded, global data structure, accessed and modified by connected platforms. 2. Data model of a connected platform, which copies or digests information in the global structure. dataLayer.push({ 'pageType' : 'home' }); google_tag_manager['GTM-123']
 .dataLayer .set('pageType', 'home'); @SimoAhava from @ReaktorNow at #MeasureCamp
  5. 5. Across all three definitions, the purpose of a Data Layer is simple: @SimoAhava from @ReaktorNow at #MeasureCamp
  6. 6. @SimoAhava from @ReaktorNow at #MeasureCamp DMP / DWH / TMS / etc. X X Actions Presentation Data Layer
  7. 7. @SimoAhava from @ReaktorNow at #MeasureCamp DMP / DWH / TMS / etc. X X Actions Presentation Data Layer The purpose of a Data Layer is to provide a bilateral layer on the digital asset, which decouples, normalises, and uniformly encodes semantic information passed through and stored within.
  8. 8. As a set of business requirements, the Data Layer is a living document. @SimoAhava from @ReaktorNow at #MeasureCamp
  9. 9. - Can be encoded into a spreadsheet, a text document, or even simply as an interface design of the front-end - Important thing is to identify the variables in the Data Layer, with context and ownership explicitly stated — each variable needs to have business impact / tie-in - It’s a living document, so it should be kept up-to-date when changes to the dataLayer are implemented - Usually the document only reflects variables that are produced server-side (upon page render) @SimoAhava from @ReaktorNow at #MeasureCamp
  10. 10. As a global data structure, the Data Layer is a repository of information. @SimoAhava from @ReaktorNow at #MeasureCamp
  11. 11. GTM’s dataLayer is an Array-type structure, which has a proprietary .push() method @SimoAhava from @ReaktorNow at #MeasureCamp
  12. 12. Interaction is done most commonly by pushing an {object literal}, which has keys and values of any JavaScript type. @SimoAhava from @ReaktorNow at #MeasureCamp
  13. 13. The only method that works with GTM is push. No other Array methods have an impact. @SimoAhava from @ReaktorNow at #MeasureCamp
  14. 14. As an internal data model, the platform utilizes data in the global dataLayer. @SimoAhava from @ReaktorNow at #MeasureCamp
  15. 15. When you push a key into dataLayer, it gets copied into the internal data model. @SimoAhava from @ReaktorNow at #MeasureCamp
  16. 16. When the value is an object, a recursive merge takes place. @SimoAhava from @ReaktorNow at #MeasureCamp
  17. 17. The data model has some special methods as well. @SimoAhava from @ReaktorNow at #MeasureCamp
  18. 18. Key learnings about how the Data Layer should could be used: @SimoAhava from @ReaktorNow at #MeasureCamp
  19. 19. Pre-container-snippet-dataLayer is available to Tags firing with "All Pages" or "Page View" Triggers. @SimoAhava from @ReaktorNow at #MeasureCamp
  20. 20. Still, it’s a good idea to always have the 'event' key in the push, so that you can always use a Custom Event Trigger as well. @SimoAhava from @ReaktorNow at #MeasureCamp
  21. 21. Never use var dataLayer = []; as you can unwittingly destroy your GTM implementation. @SimoAhava from @ReaktorNow at #MeasureCamp
  22. 22. eventCallback can be used to execute a function after the event has completed (i.e. all dependent Tags have fired). @SimoAhava from @ReaktorNow at #MeasureCamp
  23. 23. Values in the data model can be accessed with the Data Layer Variable. @SimoAhava from @ReaktorNow at #MeasureCamp
  24. 24. Version 2: 
 - Dots can be used to access nested key names, and/or JavaScript properties:
 —— someKey.nestedKey
 —— someKey.parentElement.href - Understands recursive merge, i.e. returns the full, merged object Version 1: - Dots have no function, i.e. they are interpreted as being part of the key name - Does not understand recursive merge, so only returns the value that was most recently pushed into this key @SimoAhava from @ReaktorNow at #MeasureCamp
  25. 25. Square bracket notation does not work, replace with special dot notation to access Array members (Version 2 only). @SimoAhava from @ReaktorNow at #MeasureCamp
  26. 26. Values in the data model persist for the duration of the event. You can’t update values during an event with dataLayer.push(). @SimoAhava from @ReaktorNow at #MeasureCamp
  27. 27. The Data Layer: http://goo.gl/9r4Ndw Google Tag Manager’s Data Model: http://goo.gl/WhvSI9 @SimoAhava from @ReaktorNow at #MeasureCamp FURTHER READING
  28. 28. @SimoAhava @ReaktorNow THANK YOU