Universal Data Hub

DataAccess is an enterprise data hub solution that extends the power of iQ Tag Manager, AudienceStream, and EventStream by providing longer term storage for data collected from web and mobile touchpoints, online and offline channels, and real-time audiences.

In this article:

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How does it work?

The data that streams into the Universal Data Hub is used in real-time for your vendor integrations or to trigger actions across your marketing technologies. DataAccess is used to provide longer term storage for that audience, event, and omnichannel data. Built on the enterprise-class solutions Amazon Redshift and Amazon S3, DataAccess offers two formats for storage: structured data and semi-structured data.

Structured Data

Structure data can be accessed using various business intelligence tools. This format is available in the following offerings:

Semi-Structure Data

Semi-structured data is a raw format that can be downloaded directly from within Tealium. This format is available in the following offerings:

Why are the differences important?

Structured data is easier to...

upload
extract
load
store
query
and analyze

...because of its high degree of organization and fixed fields.

Semi structured data, due to its lack of organization, makes the above harder to accomplish, and requires an ETL into a system such as Hadoop before it can be utilized.

Data Access Offerings Descriptions

Offerings Name	Description	Structure Type	Technology Used
EventStore	EventStore collects raw event data from your web, mobile, internet of things, offline channels, etc. and stores it in a semi structured data format in JavaScript Object Notation (JSON) on an Amazon Simple Storage Service S3 bucket.	Semi Structured Data	Amazon S3
EventDB	EventDB extends the capabilities of EventStore by taking the raw event data and organizing it into a structured Amazon Redshift database instance. Any Postgres enabled platform can access this data and users can run SQL directly against the database. The structured data can then be used by business intelligence (BI) tools like Splunk and data visualization tools, like Tableau.	Structured Data	Amazon RedShift
EventDirect	EventDirect sends event data (meta data, querystring parameters, web cookie data, in-content events, JavaScript variables, marketing source, URL parameters, data manipulation / Tealium iQ extension data - privacy, lookup tables, attribution, etc.) directly to an enterprise data warehouse or EDW of your choice. Note: The data is sent in HTTP POST format.	Customer Choice	Customer Host
AudienceStore	AudienceStore provides raw storage of audience data and attributes collected from AudienceStream. Just like EventStore, the data is stored in a semi structured format on an Amazon S3 instance. The data is made available for download via the Amazon S3 bucket. JavaScript Object Notation (JSON) or Comma Separated Value (.csv) are employed to create this file.	Semi Structured Data	Amazon S3
AudienceDB	Just like EventDB, AudienceDB expands on the capabilities of AudienceStore and stores audience data and attributes collected from AudienceStream in a structured format. Any Postgres enabled platform can access this data and users can run SQL directly against the database. The structured data can be tapped and used for historical analysis and / or visualization at a later date by business intelligence tools (BI) like Splunk and data visualization tools, like Tableau.	Structured Data	Amazon RedShift
Webhook (Event/Audience)	Webhook (Event/Audience) sends audience data (attributes / profiles, badges, omnichannel / offline data) directly to the enterprise data warehouse, or EDW, of your choice.	Customer Choice	Customer Host

Capabilities Chart

Offerings Name	Store Data	Extract Data	Query Data	Analyze Data	Visualize Data
EventStore	✔	✔		✔
EventDB	✔	✔	✔	✔	✔
AudienceStore	✔	✔		✔
AudienceDB	✔	✔	✔	✔	✔
EventDirect		✔
Webhook (Event/Audience)		✔

How long is the data stored?

The time period for which data is stored depends on which format you are using:

Structured data stored in Amazon RedShift remains according to the length of time stated in your contract, usually 90 days.
Semi-structure data stored on Amazon S3 remains indefinitely unless you act otherwise.

Please contact your Account Manager to review the terms of your contract that determine the length of time your data is stored.

Where does the data in DataAccess come from?

The data in DataAccess can come from many different sources including but not limited to:

Desktop Websites
Tablet/Mobile Websites
Mobile Applications
Offline Sources, for example:
- Call centers
- Retail Transactions
- Loyalty cards
Internet of Things
From one of our 1000+ vendor integrations

Why would I use DataAccess?

The Universal Data Hub can become a valuable resource to your data supply chain. This rich data from the past and the present can be used to create tailored customer experiences across your organization. DataAccess is often the easiest and most direct way to get that data back into your systems and, since the data is hosted on a flexible and powerful platform, it is primed for use with the analysis tool of your choice.

Who needs DataAccess?

DataAccess is a powerful option for anyone interested in:

capturing a single view of the customer
enterprise data management
spending less time on Extract, Transform, Load (ETL) or normalization of data
spending more time on data visualization and analysis
collaborating across the organization with a common data set