The secret to happy customers is… your data layer
Are you ready for the fifth era of the data layer? Tealium CTO Mike Anderson explains how AI and real-time data transform the martech landscape.
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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.”
Download a two-page guide to this episode.
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MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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