Building an open standard for web data

The W3C Digital Data Standard brings all web technologies onto one single data model and allows technologies to plug-and-play, without the need for vast amounts of custom coding each time.

What is the W3C Digital Data Standard?

Every website has an array of technologies working on it, all performing different tasks and formatting data in different ways. This can create a complicated and inefficient backend, and means that developers may have to do custom coding when they want to use a new technology.
To solve this problem, the W3C Digital Data Standard has been created. This is a set of open guidelines designed by some of the leading technology companies in the world to standardize the way web technologies interface with one another.

Why is this important


Developers can devote their time to tasks other than tagging


Marketers are less reliant on a development cycle


Analysts can use any tool they want


Data structure will be future proofed to extend the CMS life

What is UV/digitaldata?

The Digital Data Standard is based on IBM's Digital Analytics and Qubit's Universal Variable which bridge the language gap between technologies. Universal Variable is a standardized format that facilitates developers and marketers to add and remove technologies as they see fit. This kind of data flexibility shapes the philosophy of the Digital Data Standard. As a partnership we believe in providing a real plug-and-play structure for all technologies.

Case Study: SDG migrated 200 technologies in under 1 month

Shop Direct Group had over 200 technologies implemented across their nine sites, which proved difficult to manage on their existing system. When migrating these tags, they implemented Universal Variable, the progenitor of the Digital Data Standard, which allowed their technologies to work from a single data model. With this, they were able to rapidly deploy technologies and switch between existing technologies with considerable ease.

Research - The global impact of the W3C data standard

This research attempts to reach an approximation of the impact of the internet's largest businesses' universal adoption of the World Wide Web Consortium's data standard. It first looks at the value added to current output, by quantifying the time saved by both marketers and developers in integrating third-party technologies and updating existing tags, and then projects the potential for a growth in revenue over the next few years.

According to the Modern Marketing Manifesto, published by Econsultancy and Marketing Week, data is the bedrock upon which successful research, segmentation, automation, targeting and personalisation are built. Simplifying the process of implementing related marketing technologies, and making sense of associated data, will enable businesses to get a return on their investment more quickly and less painfully."

Linus Gregoriadis, Research Director, Econsultancy

Info for client-side developers

Development teams who implement new technologies would use the standard to provide a single on-page data object from which all online data is collected. You can use this site to find out more, plan the use cases and implement effectively.

To begin and find how to prepare for the standard, visit the What you need to get started section of the site now.

Info for tech vendors

The Digital Data Standard will allow your customers and prospects to deploy technology with greater speed, accuracy and efficiency. Technology manufacturers looking to provide these advantages should review the documentation here. The W3C group is open and welcomes new contributors. To join, visit the W3C Customer Experience Digital Data Community Group here.