DataAccess Glossary

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This glossary is a collection of terms and their definitions for Data Access, Data Science, and related industries.

A  |  B  |  C  |  D  |  E  |  F  |  G  |  H  |  I  |  J  |  K  |  L  |  M  |  N  |  O  |  P  |  Q  |  R  |  S  |  T  |  U  |  V  | W  |  X  |  Y  |  Z

– A –

Audience Data

Audience Data is defined as data that is associated to a visitor. Common examples include email address and member ID. 

AudienceDB (previously called Managed Redshift for Audiences)

One of Tealium's database solutions that uses structured data to organize audience level data. 

AudienceStore

One of Tealium's database solutions that uses semi structured data to format audience level data. 

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– C –

Comma-Separated Values (CSV) File

A plain text file that contains various data records separated by commas.  

Connector

An integration with a third-party vendor's API that gives you the tools to take action on your Audiences. Actions may include retargeting visitors with discount offers, generating leads and contacts, or delivering Audience data to APIs. 

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– D –

DataCloud

Please see Tealium Collect Tag for further details. 

Data Object

A Data Object is a JavaScript variable object that contains a list of name/value pairs that represent the data points you wish to captures on your site. See Universal Data Object for the specifics of Tealium's data object.

Data Redundancy

The redundancy that we see typically comes in one of two forms:

• Redundancy associated with using multiple solutions
• Redundancy associated with data already available on the page

Tealium, by default, enables data redundancy if there is more than one tag on a webpage. Think of all the digital marketing tags on your order confirmation page and how each uses a different variable name to set the order ID. If there are 7 tags on a page, there are then 7 different variables referencing the order ID. However, with Tealium, you set the order ID variable once in the utag_data object and Tealium handles passing it to the 7 different vendors. This in turn causes shorter page load times which increased page performance.

Data Source (now called Variable)

An entry in Tealium iQ's Variables tab that identifies a variable, meta tag, query string parameter, or cookie value that acts as a source of data for Tealium's Tag Management System to use.

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– E –

Enterprise Data Warehouse (EDW)

A database that contains all of your data across all of your channels and the departments within your organization. This includes, but is not limited to, all of the online data and offline data.

EventDB (previously called Managed S3 for Audiences)

One of Tealium's database solutions that uses structured data to organize event level data. 

EventStore (previously called Managed S3 for Events)

One of Tealium's database solutions that uses semi structured data to organize event level data.

Extract, Transform, Load (ETL)

A data process that has three (3) phases.

1. Extracting data from its source
2. Transforming the data to make it ready for storage, properly formatting it and structuring for analysis
3. Loading the data to a database, data hub, data warehouse, etc. 

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– F –

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– G –

Git

Git is a source code version control system for software development projects.

GitHub

GitHub is a code repository for software development projects using Git.

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– J –

JavaScript Object Notation (JSON) 

An open standard format for data transmission which is easy for humans to understand. JSON is also the default standard that DataAccess uses for its database schemas. 

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– K –

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– M –

 

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– N –

Normalization

The process of transforming data to have a single meaning. Please see the example below:

Vendor Tag	Variable Tag	Tealium Variable in the Data Layer	Value (First Name)
Google Analytics Tag	firstName	first_name	Kathleen
MailChimp Tag	fname
Hybris Tag	FirstName
Hybris Tag	fn

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– S –

Structured Data

Data with a high degree of organization. 

Semi Structured Data

Data with some degree of organization. Examples include JSON, CSV files, and tab delimited files.  

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– T –

Tab delimited text file

A plain text file that contains various data records separated by tabs.

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– U –

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– V –

Variable

Variables are data points on your web page. Tealium uses variables as Variables; taking the data from those variables and either sending the data to Tag-specific variables through mapping, or manipulating the data via Extensions.

Variable Destination

The Tag-specific destination to which a Variable's data is sent.

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– W –

Webhook Connector

The Webhook connector is a service that makes a generic HTTP request— such as a GET, PUT, or POST request—to deliver Audience data to a server. Tealium offers two Webhook Connectors: Webhook and WebhookJ. 

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– X –

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– Y –

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– Z –

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