Introduction to Universal Data Hub

Introduction to Universal Data Hub

by Community Manager ‎03-22-2017 04:08 PM - edited ‎11-08-2017 03:56 PM (4,919 Views)

The Universal Data Hub (UDH) is a single approach to collecting and managing data and making it available to every customer touchpoint and marketing technology vendor in real time and fuels exceptional customer experiences and insights. With Universal Data Hub you will:

  • Collect data from all customer touchpoints
  • Enrich data with powerful attributes
  • Discover your most valuable audiences
  • Send data to vendors with real-time actions
  • Store data in a centralized system

This wide range of functionality is enabled through the use of the following product offerings within UDH:

  • EventStream
  • AudienceStream
  • DataAccess

In this article:

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Collect Data with Tealium Collect

It all starts with the data. Collecting data across all of your customer touchpoints is the first step towards unlocking the power of UDH. Your customers' engagements with your brand are valuable sources of data. Whether it's your desktop website, native mobile app, connected device, or custom application, they can all send customer data seamlessly to UDH using one of the Tealium installation libraries. Tealium iQ users can get started with sending data to UDH even faster with the official Tealium Collect Tag available from the tag marketplace.

An important part of collecting data is defining your data layer. A well implemented data layer helps keep your data consistent and easy to understand. Your data layer is the foundation of your UDH solution.

Further reading:

Enrich Data with Attributes and Enrichments

Once your data is flowing into UDH you have the ability to enrich it. An enrichment is the application of business logic that transforms data from a static value into a dynamic one. Enriched data are the building blocks for the rest of your UDH solution. This enriched data also serves the critical role of creating a unified profile of your visitors across all platforms. Using a specialized attribute called a Badge, you can construct a detailed picture of your visitors. As more data flows into UDH, your visitors' profiles become richer as they accomulate more attributes that characterize their behavior.

Further reading:

Discover Audiences

An audience is a collection of visitor profiles that have acquired a shared set of attributes during their engagement with your brand. An audience is the target of a real-time action from one of the many integrations available in the AudienceStream ecosystem (e.g. email, online advertising, social, and customer relationship management). UDH provides a number of tools to help you discover and engage your most valuable audiences.

Further reading:

Send Data with Connectors

Now that you have all this data flowing through UDH it's time take action and start powering your digital marketing stack with connectors. A connector is a technical integration between a vendor and Tealium to transmit data in real-time. There are two types of data handled by connectors: audience and event. UDH makes it easy to configure a connector to send the specific data needed by the vendor.

Further reading:

Store Data with DataAccess

While the UDH handles the flow of data in and out of the system, we think it's important to remember that you own this data and should have direct access to it.  For the the specific purpose of providing longer-term storage of your valuable data, we offer DataAccess as an enterprise-class solution.  The same audience and event data that fuels your connectors can also be stored as structured data in a database or as semi-structured data in log files.

Further reading: