The goal of this document is to explain how Tealium iQ Tag Manager works with the Data Layer.
First let's start by explaining what Tealium iQ Tag Management does. Tealium iQ Tag Manager collects event data from your website, mobile apps, internet of thing (IoT), and over 1000+ different vendors. Vendor categories range from:
The event data, depending on how you setup Tealium's products, can be passed along to other vendors because, as we explained earlier in this data normalization document, "FirstName" means the same as "firstName" which is equivalent to "fn".
If event data is sent from Tealium iQ to the data layer from, let's say, Hybris, then sent on its way to MailChimp, the data layer will take the "FirstName" variable (from Hybris) translate it to "first_name" (from the Data Layer) then translate it again to "fname" (from MailChimp) within a fraction of a second.
|Vendor Tag||Variable in Vendor Tag||Tealium Variable in The Data Layer||Value (or First Name)|
|Google Analytics Tag||firstName||first_name||Kathleen|
|Mobile App Tag||fn|
So if someone abandons a Hybris cart, sending that individual an email through MailChimp is a simple task if you have AudienceStream setup to handle cart abandonment. Extraction, Tranformation, Load (ETL) and normalization of the data are nearly elimnated from the start.