Demystifying the Data layer: The Transformation of Marketing Data Infrastructure

This report is based on a comprehensive survey and interviews with over 250 senior marketing, data, analytics, and technology leaders across the US, UK, France, and Germany. It provides an evidence-based examination of the current state and emerging trends within the evolving brand data layer architecture.

Download the report now and discover how to transform your data layer into a strategic asset for driving business growth and enhancing customer experiences.

The increasing influence of privacy regulation, rapid shift towards digital-centric performance media and the evolution of technology, driven by Machine Learning and Generative AI, overall are driving an increase in data, data services, and data technology spend from $27.0B in 2024 to $33.8B by 2027.

Data is the fuel that powers modern marketing and advertising. But to leverage data effectively, you need a solid data infrastructure that can ingest, store, process, and activate customer data across platforms and channels.

In this report, you'll learn:
  • What is the data layer and why it is essential for data-driven marketing and advertising
  • What are the nine core solutions that comprise the data layer and how they work together
  • How to design and implement a data layer architecture that meets your business needs and goals
  • How to overcome the common challenges and barriers to data layer integration and optimization
  • How to future-proof your data layer investment and prepare for the next wave of data and technology innovation