Hi there,

I need a bit of advice from someone who understands the concept of the data layer and relationships between the data layer, Tag manager and data destination (e.g Adobe target)

I am currently supporting a Loyalty program for a big company. And one of the requirements that emerged is the need to define attributes in the Website back end (Uses Salesforce). However, I have defined the attributes, but now the business wants a secondary requirement around the data layer, as the business would like to use the data layer for email campaigns, personalisation and customer engagement. 

I am stuck at this point and would like some advice on going about this from a business analyst/data mapping perspective.

Thanks