Tealium AudienceStream Aims to Bring Order to Fragmented Data

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.

“Our strategy for solving marketing’s big data problem was to start at the source of the problem, which is all these JavaScript tags that all these digital marketing vendors have been asking clients to put on their website for the last decade or so,” CEO Jeff Lunsford tells ClickZ.

“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.

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