The tag management problem is also a data problem and Tealium is ready to help digital marketers deal with both.
Capturing Data is Not Enough
Tag management solutions are great. They allow you to manage a wide variety of vendor tracking tags in a single location. And that's a good thing. But as we all know, it's no longer enough.
That's why we saw Adobe launch its Dynamic Tag Manager last week (the incarnation of Satellite). With Adobe's solution, which integrates with all its analytics and advertising solutions plus third party solutions, a marketer can respond to a specific event that takes place on a page. This user context identification enables a marketer to gather information around the user's context (what they just did, what page they came from, what device was used, location, and so on) and provider a much richer personalized experience.
But Tealium's AudienceStream goes further. Marketers are trying really hard to correlate all the data it captures across vendors — what Eric Bratt, VP Marketing for Tealium, called a "big data headache." What marketers need to focus on is "big action" vs "big data".
That is what AudienceStream is supposed to help them do.
What AudienceStream Does
AudienceStream is a real-time audience distribution platform. It has three key components for data activism:
- Define audiences by creating attributes focused on badges, flags or other properties.
- Discover and create segments around audiences in real-time. An example is all visitors who have purchases over $1000 in products in the past.
- Distribute audiences to digital marketing vendors to allow them to take action in real-time.
Tealium AudienceStream - Create Visitor Attributes
Audiences can be defined around the lifetime value of a visitor, or by certain visit attributes.
Tealium AudienceStream - Edit Badge
Tealium AudienceStream - Discover
The benefits of Tealium's AudienceStream should be clear. This type of segmenting and targeting can help with re-marketing efforts, offer real-time personalization and lower acquisition costs through better targeting.
What it enables, says Bratt, is the focus on acting on the data as opposed to to simply analyzing it. Much of this can be done with a point and click web interface. Tealium offers a number of connectors to various digital marketing platforms, so that data can be acted upon through rules set up directly in Tealium.
But it's also important to note that not all vendors use tags (such as a web content management system, or an email application). In a case like a WCM, a connector could be built directly to the CMS or data could be pushed to a cookie that the WCM could then read and act on.
Building on the DataCloud
Tealium AudienceStream is the third module in Tealium's DataCloud, launched early 2013. The DataCloud is a data distribution suite. The other modules are Tealium EventStream and ServerStream.
Tealium and Adobe are both focused on taking tag management to the next level, offering marketers the ability to act on the data they are tracking in real-time, something that is critical today. Each solution in this case, is doing that differently and as a marketer, you'll have to look at the benefits of each one. Other considerations will also include what connectors each tag management platform have in place today to get you started quickly, and what's required to build custom connectors.
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