Tealium AudienceStream launches to equip marketers with tools to send their audience data to specific vendors spanning multiple categories, including email, multi-channel messaging, content management and more.
Tealium is venturing into data correlation and management, a new area of business for the tag management company that hopes to expand its role and value for marketers.
The San Diego-based company launched Tealium AudienceStream last week, a cloud-based offering that organizes and analyzes the data created by clients and vendors using its core tag management platform.
"It's really an uncorrelated, fragmented mass of data," he says, adding that most marketers are managing more than 20 tags across as many vendors, all collecting different variables.
"If you think about that data set, it's the equivalent of what now everyone is trying to recreate through this batch mode," he says. Instead of piecing together a view of their customers by buying data feeds back from the vendors whose tags they've run, marketers can now claim that data and likely extract more value out of it at the time of creation. "The value of data erodes rapidly," Lunsford adds.
Tealium will store and manage all of that data created by its tag management service, but also help marketers use that data in real time for critical marketing activities. "We've also given marketers the ability to analyze that data with a discovery tool and then also add their own marketing type attributes," says Lunsford.
Tealium AudienceStream equips marketers with tools to send their audience data to specific vendors spanning multiple categories, including email, multi-channel messaging, content management, site optimization, customer relationship management, data management, data visualization, business intelligence and data warehousing platforms. The company's tag management service, Tealium iQ, currently supports 560 vendors and Lunsford says about 20 vendors are added every month.
"We're giving them [marketers] a much easier way to use that data instead of having to try to buy it back, piece it back," Lunsford says. "It is data that already exists today, but it's sprayed out into 20 different directions. We're just saying let's capture it at the source of creation."
Marketers are regaining agility and control over their campaigns as the industry shifts from batch, day-delayed data to real-time marketing, he adds. Instead of relying on IT staff in a data warehouse to run a query on days-old data, marketers can now define segments on the fly and engage live customers with highly relevant messages.
"You could never have done that in the old days," says Lunsford.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at firstname.lastname@example.org.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT