Your one true definition of data across all your digital assets and customer interactions
Your ability to standardize and control data distribution to vendors
Your ability to enrich data to include visitor attributes and insights across technology platforms
Here is how Tealium builds on top itself as your use cases mature.
Data flows from the website through the Data Layer, managed by your Tealium IQ configuration. Everything is within the browser 100%.
Using our Tealium Collect tag, this full Data Layer is passed through to AudienceStream where we can take real-time Enrichment, Segmentation and Action.
The data can also flow through to Data Access which offers a number of options for Event and Audience data in semi-structured or ETL'd format. You can use this to query against with more robust Analytics and BI tools.
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Core Benefits of Data Access
Build a more customer-focused and responsive organization
Rich, multichannel interaction and visitor profile data delivered in real time.
Enhance your enterprise data investments
A powerful source of customer data primed for use with best-in-class business intelligence tools.
Close the gaps in your customer insights
A source of data that expands with your evolving business requirements.
Leverage new or existing BI/EDW and visualization solutions
All the data available through this service fully complies with industry standards. Use best-in-class industry-leading data warehousing, visualization or reporting software to complement, not disrupt, your existing company initiatives.
Flexible consumption choices
Raw visitor interaction data or visitor profiles can be consumed via stream, download, or hosted database.
Absolute data ownership
DataAccess is an open platform that lets you access your data in a variety of industry standard formats.
Correlated from inception
You can take full advantage of your customer data without the time consuming, inaccurate, and resource-intensive data integration processes that were used in the past.
Does your company have a corporate data warehouse for marketing data?
￼NOTES: Most enterprise prospects have some sort of data initiative, where they keep this data. Sometimes for simple historic archiving sometimes for more strategic initiatives.
Please describe the types of business intelligence, data analytics, visualization or data mining tools you currently have.
￼NOTES: If they are trying to learn more about their customers, they are likely trying one or more of the above systems. This indicates how much value they place on this type of information.
Are you currently gathering data collected through tags on your site from your vendors?
￼NOTES: If they are buying data back from their application vendors it is probably delayed and challenging to correlate with other vendors.
Describe the process and timeline for gathering key marketing data from your vendors.
NOTES: This should get them to admit that there are delays in getting the data and if their IT staff has discussed it they may be aware of the headaches associated with correlation.
How is this data being used today?
NOTES: This should also help you understand the importance placed on this data. Is it strategic, or seen more as a backup/archive.
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5 Core Benefits of Tealium AudienceStream
The Tealium AudienceStream ™ real-time data action engine enables you to build a universal 360-degree customer profile to better influence and engage visitors in your web or mobile channels in real time. AudienceStream leverages the richest source of real-time, first-party data to help you deliver more relevant and timely interactions, thereby improving loyalty and conversions and creating new opportunities for growth.
Maximize existing relationships
Drive smarter interactions with customers who are in your web and mobile channels right now.
Increase campaign effectiveness
Easily discover and target high-value audience segments.
Boost site conversions
Deliver more personalized content and offers that inspire your customers to take action.
Lower customer acquisition costs
Stop targeting low-value audiences who are less likely to convert.
Automate your marketing
Create rules and triggers for marketing action based on real-time audience behavior.
Please describe your strategy for personalizing the interactions with your visitors?
￼NOTES: This tells you if they value personalization in general. Some places have given up on this or just gone to a black box vendor like Monetate or Optimizely.
What behavioral information would you like to understand about your visitors?
￼NOTES: Do they have analytics deficiencies? Some marketing organizations have given up on analysis because it’s not actionable this question may expose this.
In what ways are you leveraging multi-channel event data to improve your marketing?
NOTES: Are they sensitive to the challenges of understanding customers across channels / devices? Do they recognize that their customers may act differently on different devices?
Please describe any BI or Big Data initiatives you have in place or planned for the near future?
NOTES: If they have one of these in place they may be trying to create more personalization or marketing action.
How are marketing automation, remarketing, or targeted communications done today?
NOTES: So are they trying to take action based on the knowledge of their visitors / customers?
How are you taking action on your data?
NOTES: Many companies will fall into the latter. Taking action is often expensive, complex, and prone to failure.
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Here is a report from Ghostery Enterprise, which tracks a sample audience of general users, and the marketshare for each Tag Manager. The numbers below are the REACH of each TMS, or the number of Unique Users touched.
A couple important call outs in this:
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5 Key Benefits of Tealium iQ
The Tealium iQ tag management system delivers highly strategic benefits across the organization. Here are five core benefits:
Faster vendor deployments
Launch your mission-critical solutions faster than ever before through an intuitive web interface. No more manual coding.
Manage your vendor tags and key data points on the fly to help boost productivity across departments.
Improve web site performance
Boost page load speed and increase conversions through Tealium’s superior multi-CDN architecture.
Free up valuable marketing and IT resources for other strategic projects.
Improved data governance
Deliver better privacy controls for consumers, while beefing up data accuracy and security.
Please describe what types of digital marketing applications you employ on your site.
NOTES: Most enterprise sites employ between 15 – 50 vendor tags. Therefore this question is a bit of a softball if they are truly an enterprise site.
Which tags are most valuable to your operation and why? NOTES: This should invoke some sort of visceral response. Most marketers will feel strongly about some vendors either good or bad. This is a great opportunity to tout the huge number of tags supported by Tealium iQ.
Who manages changes or additions to tags on your web properties? NOTES: This will begin to expose the usual strained relationship between marketing and IT organizations.
What is the process for getting a new tag or making a change to a tag in your company?
NOTES: This should fully expose the challenges faced by most marketers who need to cut through all the red tape to get their campaigns going.
How would you improve your marketing initiatives if you could make changes to tags faster?
NOTES: This is a test to see if they can imagine a better situation, and whether they recognize the business impact of the broken process that they currently follow.
Has a tag ever impacted the performance or usability of your site?
NOTES: If they have experienced this type of crisis they will never want to experience it again.
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