The secret to happy customers is...your data layer
From Conversations with MarTech by MarTech.org
February 11, 2026 · 16 min · Season 3 · Episode 5
About this episode
Mike Anderson discusses the importance of the data layer in enhancing customer relationships and its evolution over time.
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...
People in this episode
Host: MarTech.org
Guest: Mike Anderson
Topics covered
- customer experience
- data layer
- martech applications
- real-time data
- AI-powered data
Keywords
- data layer
- customer relationships
- martech
- web analytics
- AI
Mentioned in this episode
Organizations: Tealium, MarTech.org
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