This glossary is a collection of terms and their definitions for Data Access, Data Science, and related industries.
Audience Data is defined as data that is associated to a visitor. Common examples include email address and member ID.
One of Tealium's database solutions that uses structured data to organize audience level data.
One of Tealium's database solutions that uses semi structured data to format audience level data.
A plain text file that contains various data records separated by commas.
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.
Please see Tealium Collect Tag for further details.
The redundancy that we see typically comes in one of two forms:
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.
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.
One of Tealium's database solutions that uses structured data to organize event level data.
One of Tealium's database solutions that uses semi structured data to organize event level data.
A data process that has three (3) phases.
Git is a source code version control system for software development projects.
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.
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|
Data with a high degree of organization.
Data with some degree of organization. Examples include JSON, CSV files, and tab delimited files.
A plain text file that contains various data records separated by tabs.
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.
The Tag-specific destination to which a Variable's data is sent.
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.