Maximizing your investment in customer data management and a CDP requires a thoughtful approach to team and organizational structure. Customer data is a team sport and in order to ensure your company is collecting and using data efficiently (and in a compliant manner) it requires collaboration across departments often including marketing, IT, data, and customer success to name a few. It is helpful if cross-departmental teams clearly document roles and responsibilities. Does a team need to access a CDP daily or just be involved occasionally?  Being clear about objectives and ‘swim lanes’ early helps ensure projects have the right buy-in and defined outcomes. 

There are eight steps to take when onboarding a Customer Data Platform:

1. Agree on the top business outcomes that the company is trying to achieve with a CDP. (for e.g.: Improve retention in segment ‘x’ by 15%, or marketing needs to reduce advertising spend on segment ‘y’ by 25%.) Defining the business goal(s) will also help the core team narrow in on which use cases to prioritize. It is important not to boil the ocean, instead understand where the company can achieve the most value and start there. It can also be helpful to develop a roadmap to ensure stakeholders have a sense of priorities and timing. Setting expectations is key.
2. Identify what customer data exists and where it resides within the organization.  It is important to know what types of data are currently collected and where it is stored. If different groups are involved (e.g. marketing, IT, digital), bring them together so you can get a complete picture of the data sources and any possible issues. 
3. Design a core team that owns customer data and the use cases. This team should be cross-functional in nature and own the roadmap, timelines, resources, goals, and measurement. Being clear on roles and responsibilities within the core team is essential to prevent confusion or duplicative efforts and processes. 
4. Choose the Right CDP. With your objectives and data infrastructure assessment in mind, research and select a CDP that aligns with your specific needs. Look for a CDP that supports your desired use cases, offers integration capabilities with your existing systems, and provides robust data security measures. Consider factors such as scalability, ease of use, vendor reputation, and customer support. Engage with multiple vendors, request demos, and evaluate their offerings against your requirements before making a final decision.
5. Map and integrate your data sources. Collaborate with your internal teams, including marketing, IT, and data analytics, to identify the relevant data points that need to be collected and consolidated within the CDP. Create a data mapping plan that outlines the fields, formats, and transformation rules for each data source. Work closely with your CDP vendor to establish secure and reliable data connections, ensuring a seamless flow of information into the platform.
6. Develop a data governance framework that establishes policies and guidelines for data usage, access controls, and consent management. Data governance and privacy compliance are paramount when working with customer data. Ensure compliance with relevant data protection regulations, such as GDPR or CCPA. Implement data anonymization or pseudonymization techniques where necessary to safeguard personal information. Prioritize transparency and communicate your data handling practices to customers to build trust.
7. Conduct rigorous testing and validation procedures. Ensure that data is accurately captured, transformed, and integrated within the CDP. Test various use cases and scenarios to validate the effectiveness of your data-driven strategies. Engage a cross-functional team to review the results, identify any issues or discrepancies, and make necessary adjustments. This iterative testing process will help fine-tune your CDP implementation for optimal performance.
8. Train your teams to effectively utilize the platform. Provide comprehensive training sessions to relevant stakeholders, such as marketing, sales, and customer support teams, on how to leverage the CDP’s features and insights. Encourage collaboration and knowledge sharing to maximize the CDP’s potential. Regularly communicate

The urgency for companies to prioritize onboarding a Customer Data Platform lies in its ability to empower data-driven decision-making, deliver personalized customer experiences across channels, ensure compliance with data privacy regulations, optimize marketing efficiency, foster agility and adaptability, and enable your company to gain a competitive edge. By successfully onboarding a CDP, you can unlock the full potential of your customer data, drive growth, and stay ahead in today’s rapidly evolving business landscape. It is a strategic imperative to embrace the power of a CDP and leverage its capabilities to fuel your success in the digital era.

For more information on successfully onboarding a Customer Data Platform, check out our popular eBook, “The Organization
of the Future: A Blueprint for Structuring Your Optimal Customer Data Team (Plus Sample Org Charts!)”

The post Eight Steps for Successfully Onboarding a Customer Data Platform appeared first on Tealium.

This year, Tealium is proud to honour the following award-winning customer organisations that exemplify the data-driven enterprise of the future:

• Digital Velocity Award Winner – Bupa

Multinational health insurer, Bupa, epitomises world-class data-driven digital transformation that has yielded enduring results. With a vision to deliver digital-first, customer-centric experiences built upon trust, Bupa strives to help people live longer, happier and healthier lives to make a better world for all.

With Tealium, Bupa has disintegrated data silos and improved cross-functional collaboration to accelerate data value organisation-wide. Bupa’s Quarterly Platform Forum provides a conduit via which to facilitate a continuous improvement approach to the implementation of its data-driven growth roadmap. In turn, Bupa has enhanced its market presence on a path to global market leadership in customer-centric healthcare.

• Incredible CX & Personalisation Award Winner – REA Group

In a challenging market, global online real estate advertising company, REA Group, sought to competitively differentiate through personalisation of the real estate experience. With Tealium, REA Group could deliver tailored property recommendations via customised communications. In turn, this demonstrated the organisation’s commitment to consumer welfare through omnichannel targeting of property advertisements that contemplated the unique circumstances and preferences of specific individuals. 

At the forefront of data-driven innovation, REA Group continues to lead the competition through Tealium-enabled omnichannel excellence that advances customer-centric outcomes.

• Most Trusted Brand Award Winner – Kmart

In a global digital economy, CX excellence extends beyond frictionless shopping and augmented experiences. Fundamentally, exemplary CX is founded upon consumer trust that powers personalisation performance. 

Leading retailer, Kmart Australia, leveraged Tealium CDP and TiQ Tag Management to create a bespoke centralised consent management solution that activates privacy by design principles throughout the data lifecycle.

With a privacy-led CX strategy, Kmart achieved an astounding 200% increase in its consenting customer base to yield the benefits of improved audience quality and enhanced conversions. Kmart truly epitomises the modern retail brand that has unlocked the power of trust as the basis of its intelligent personalisation engine.

Driving Loyalty & Retention Award Winner – Virgin Australia

Awarded to Virgin Australia Group for yielding demonstrable success in implementing data-driven initiatives to enhance customer insight, loyalty and lifetime value.

We’d also like to extend our congratulations to valued customer award recipients in the following categories:

• Remarkable Growth & Acquisition Award Winner 
  • Awarded to the customer that has achieved innovation in the implementation of its data strategy by activating dynamic segmentation, personalisation for known and unknown visitors, optimised lookalike audiences and improved marketing efficiency.

• Leading Innovation Award Winner 
  • Awarded to the customer that has demonstrated an organisational commitment to data-driven innovation to accelerate the achievement of strategic objectives.

Congratulations once again to our deserving award recipients for excelling in data-driven organisational transformation that builds business resilience. On behalf of Team Tealium, we wish you every success as you modernise the customer experience in a hyper-dynamic market.

Gain vital insight into the path to digital market leadership by attending Digital Velocity APAC 2023 on demand!

The post Meet the 6 Digital Velocity APAC 2023 Award Winners Building a Brighter CX Future appeared first on Tealium.

Register now! 

Track 1 | CDP 101: Maximising the Value of CDP Adoption

Session 1 | From Data Chaos to Customer Clarity: How to Build a Strong Data Foundation with a Customer Data Platform

In a dynamic market, Tealium CDP offers modularity and customisability to integrate with an organisation’s existing data infrastructure. In turn, this enables the acceleration of time to value, and establishes the foundation from which to transform into a future-ready data-driven enterprise.

Join Shawn Lewis, data leader from New Zealand retailer, Countdown, as he shares the fundamental steps to yielding multifaceted business benefits from CDP adoption.

Session 2 | How to Survive, and Even Thrive, in Dynamic Times

Amid macroeconomic volatility, executives that can transform uncertainty into an innovation opportunity will fortify business resilience and accelerate competitive advantage.

In this session, hear from Forrester’s Tina Moffett regarding how to improve company health amid downturns and disruptions to thrive in a dynamic market.

Session 3 | The Future of First-Party Data and CAPI: How to Increase Efficient Marketing Performance 

In an economic downturn, marketers are simultaneously contending with budget cuts and increased targets. Accordingly, building a business resilience framework requires maximising cost-efficiencies to increase profitable growth.  

Join Todd Pasternack from Meta, as he shares how the world’s most innovative businesses leverage Tealium and Meta’s combined capabilities to streamline costs and boost bottom-line growth.

Track 2 | Insights to Impact: Designing Data-Driven Success

Session 1 | Insights to Impact: Designing Data-Driven Growth

In a global digital economy, minimising data liability and maximising data viability are key to accelerating data value. 

Join leading Australasian beverage company, Lion, and award-winning digital agency, AFFINITY, to learn how Tealium enables an iterative approach to data-driven digital transformation. By applying an agile methodology to transformation initiatives, Lion yielded the benefits of privacy-first data-driven growth.

Session 2 | Future-Proofing your Data Privacy and Compliance Efforts

The release of the Attorney General’s Privacy Act Review Report heralds a seismic shift in the Australian privacy landscape. Commercial viability is now predicated upon valid data collection, use and disclosure to enhance consumer welfare in the pursuit of data-driven innovation.

In this session, Tealium’s Ted Sfikas is joined by OneTrust’s Arshdeep Sood to discuss the imperative of people, process and technology alignment to a privacy-led data culture. Additionally, gain insight into implementing an effective privacy strategy that mitigates risk and accelerates customer-centric growth.

Session 3 | Data-Driven Growth: How to Drive Real Business Results with Data

Data is the currency of the global digital economy, and fundamental to digital markets’ productivity. Nevertheless, many organisations grapple with how to realise the economic benefits of data-driven innovation.

In this session, learn how AWS and Tealium have empowered leading global businesses to transform data into actionable intelligence to enable better business decisions and stronger returns.

Session 4 | The Convergence of AI with News, Politics and Trusted Customer Experiences

The rise of generative AI has compounded a pre-existing problem of proliferating misinformation in the public sphere. Yet, the obligation to fulfil journalistic ethics is paramount to the objective truth upon which democracy depends.

Join media industry veteran and Politico’s CTO, Jeremy Bower, as he shares how media companies can harness the benefits of AI, without compromising ethics and transparency in reporting.

Track 3 | The C-Suite CX Imperative: A New Vision for Growth

Session 1 | The Power of the CTO-CMO Collaboration

Transforming innovative technologies into profitable growth requires a robust collaboration between an organisation’s CTO and CMO. An increasingly important C-suite alliance, the CTO-CMO partnership is vital to delivering connected customer experiences that foster competitive differentiation.

In this session, Tealium’s Founder & CTO, Mike Anderson, joins Tealium’s APJ VP & GM, Will Griffith, to discuss how a collaborative CTO-CMO relationship can enhance business growth.

Session 2 | Tech Stack Optimisation and Productivity Lift through Unified Data

Converging market forces have indelibly impacted economy-wide sectors, with higher education no less immune to the acceleration of the Fourth Industrial Revolution. Digital hyperconnectivity has spearheaded the rise of online and hybrid learning models, and impelled educational institutions to transform to meet shifting student demands.

Join this session to learn how Arizona State University streamlined its data architecture to improve productivity amid the rapid digitalisation of the higher education sector.

Session 3 | Privacy by Design: From Compliance to Competitive Advantage

Privacy law sits at the intersection of competition law and consumer law, giving it enormous potency in shaping market and consumer behaviours. Accordingly, cultivating consumer trust is the cornerstone of competitive advantage in a data-driven digital economy.

Hosted by Tealium, learn how innovative MarTech consultancy, The Lumery, is empowering leading brands to transform compliance into a competitive advantage in a dynamic market.

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This year’s Digital Velocity APAC 2023 event will equip you with the insights to move beyond disruption to innovation-led growth. Register now to attend the world’s premier digital, data and CX event to build business resilience in a dynamic global market.

The post Digital Velocity APAC 2023: Insights to Build Resilience and Future-Proof your Business appeared first on Tealium.

You simply hit fewer dead ends generating value with data when you’re using Tealium. 

The same can be said for the concept of a composable architecture for your tech stack. Gartner defines composable as follows: “Composable business means creating an organization made from interchangeable building blocks.” And further adds, “Composable business is a natural acceleration of the digital business that you live every day. It allows us to deliver the resilience and agility that these interesting times demand,” said Daryl Plummer, Distinguished VP Analyst.

Recently the buzzword, “composable CDP”, has emerged as a promotional term for vendors offering one component of an overall CDP solution. The use of this term can be confusing and implies that packaged CDPs do not enable a composable architecture. This enables these vendors to compete in a hot market with a solution that delivers incomplete value, but comes with the promise of maximum flexibility. While some packaged CDPs may lack the flexibility to enable a composable approach, that is not the case for Tealium. And ultimately, having access to modular capabilities from one vendor, instead of many, comes with some serious benefits.

With any Composable architectural strategy, it’s important to understand the scope; how far should the modularity and interchangeability go? If Compute workloads run more efficiently on other platforms, then certainly a multi-vendor “Composable CDP” may benefit through the Profiling and Audience Building capabilities being a component of an external system, such as an enterprise data warehouse (EDW) or Lake. The same can be said for Storage; if Storage volume is available on external platforms, doesn’t it make sense to store the CDP data on those platforms instead of paying for additional Storage through a CDP?  

Tealium’s Position on Composable Architectures for Customer Data Management is that the Component Modules Should Include:

1. Data Collection: Technology that automates and governs data collection should be independent of the CDP.  Tealium fulfills this composable aspect in that its Event Data Framework (Tealium iQ Tag Management + EventStream API Hub) is indeed interchangeable.  Tealium clients may choose any Tag Management, File Management, API Streaming solution that they like, including the capabilities that Tealium offers OOTB in the Customer Data Hub (CDH).
2. Profile/Audience Management and Activation: Some Composable CDPs advocate the CDP Compute to reside outside the CDP itself; in other words, the SQL querying that takes place to calculate profile changes and Audience criteria fulfillment happen on external systems.  While this may make sense economically, it draws into question as to how real-time identity resolution on the Devices/Source would take place (an EDW will not be able to connect to a device in real time). It also draws into question what the Composable CDPs role actually is, if it’s not Profiling or managing Audiences. This should be verified, because many proponents of a Composable CDP do not consider the real-time use cases as being mandatory, they view it more as a separate Identity Resolution process that can simply resolve outside of the EDW and update it later. 
   
   With respect to Activation, a case can be made that the no-code API Activation system benefits from being a modular piece to the puzzle. This would only be true if the modular choice for no-code APIs were less expensive and had more functionality. Neither one of these items resonates with respect to Tealium; in Tealium’s case, the no-code API is offered at no cost to our clients, and Tealium’s management of those APIs is fulfilled by an enterprise-class set of personnel organizations in Business Development, Engineering, Technical Education and Support. This makes the notion of composing an external vendor for Activation moot for many, if not most, enterprise clients.
3. Storage:  The Composable CDP premise to have Storage managed by an external vendor is appropriate. Tealium does allow other platforms to store the data that is first collected, then continually collected and enriched over time. Tealium offers this composable technique at no cost; the routing of both the Event Data and Audience Data can be directed to any EDW, Data Lake, or Lakehouse. Tealium will retain a copy of the most current Profile state and Audience state in its CDP database to ensure real-time capability, but this is not to be confused with the cost of the larger storage needs.
   

Tealium will offer a licenseable solution for the necessary “CDP Data Retention” in a separate pricing model than its “Historical Data Storage”. The Historical Data Storage can indeed be licensed from Tealium (this solution is called DataAccess and provides storage in S3 and Redshift, plus additional features such as Data Insights for analysis and reporting and Integrated Audience Building at no extra costs), or any of our clients can choose their own storage endpoint.

How does the Tealium Customer Data Hub compare to a “composable CDP”?

Tealium’s modularity is composable in nature. The capabilities in Tealium are modular, interchangeable, cloud-based, and increasingly accessible via API. This enables us to construct solutions that make sense for our customers’ unique data landscapes and internal skillsets, thereby ensuring both maximal utilization of the owned components of Tealium, but also maximal utilization of the systems integrated with Tealium. While Tealium’s solutions are, of course, designed to work best in concert, the goal is value. The modularity of Tealium enables our customers to take a composable approach to construct their tech stack in a way that makes sense in the context of their own diverse data ecosystems.

Let’s compare a “composable CDP” (as defined by vendors using this term) to a composable approach powered by Tealium.

The schematic below explains how the Packaged CDP solution by Tealium compares to the functionality from 6 different vendors comprising a “composable CDP”:

What a composable CDP vendor would show you (click to zoom in):

A breakdown:

VENDOR 1

Vendor 1 is the Compute and Storage functionality of the Customer Data itself, and for all intents and purposes represents what people think of when they think of a CDP.  It is important to note that the Compute and Storage of Customer Data is not the same thing as the Compute and Storage of the historical datasets (see Vendor 5).  Tealium’s fit as a Packaged CDP most closely aligns with the fact that Customer Data Storage and Compute is a real-time capability, and that real-time capability is “composed” as separate from Tealium’s historical data processing and storage technique. Tealium is a single CDP technology platform that manages only the most recent datasets that apply to the profile and Audiences for efficiency, in concert with the historical data from the data warehouse.

As a supporting anecdote: Most CDP vendors do not isolate the Compute and Real Time Storage of the CDP itself, because the value for doing so is negligible (i.e. the cost savings do not make sense in most cases).

VENDOR 2 and 3

Vendor 2 and 3 are completely modular within Tealium just like in a “composable CDP” scenario; for example, Tealium works with clients who choose alternate Tag Management, File Ingestion, and Streaming data collection technologies. However, there are significant advantages (ever heard of garbage in, garbage out?) to have collection natively integrated with activation….or in other words, always having “connect” with your “collect”.

VENDOR 4

In a composable solution, this is generally very technical tools only accessible to technical resources. However, business users have a stake in identity resolution and customer modeling, and silo’ing this away can ultimately lead to poor experiences and inefficient operations. 

VENDOR 5

This is the historical data storage of the CDP system and with Tealium, this is composable.  Tealium offers DataAccess as a means to perform BI use cases upon a Warehouse or Lake (S3 and Redshift are the platforms used with Tealium); alternatively, clients may choose any Warehouse/Lake/Lakehouse for this purpose and Tealium provides built in integrations for Data Sync and Webhook templates at no cost.

VENDOR 6

This is the data activation component of the CDP.  Tealium offers its own set of Data Activation APIs, no-code interfaces, and direct Event and Audience integrations out of the box at no cost, which should alleviate the perceived need to compose this piece.  Tealium is a leader in Activations, and the Reverse ETL approach is a technique that can be used if desired, in addition to using Tealium’s Activation marketplaces.  In many cases, Tealium’s integrations will be found to be superior to outsourced ones due to the fact that this is a discipline within Tealium managed by a dedicated group of engineers, Business Development, and Education personnel that independent vendors have great difficulty in matching output with.  

Although the Tealium Connector marketplace isn’t considered Composable because it can’t be used outside of Tealium’s platform, Tealium clients are free to use any integrations from any platform they want.  Data from Tealium’s CDP can be routed to any platform in real time for this purpose, or alternatively, the client may choose to have its chosen integrations platform simply source the data from the Warehouse that Tealium has designated as Storage.  Either choice comes at no cost, making the choice of using Tealium’s built in integrations a more compelling one due to the ease of use, and the downside of unnecessarily complicating a business application of this nature.

What does a composable approach with Tealium look like?

Hopefully it’s clear from the above that the answer really is, ‘it depends.’ Tealium’s modular, componentized architecture means that there are a variety of configurations based on the unique ecosystem where we are adding value. For the sake of simplicity, let’s look at 2 scenarios. One where we are only leveraging Tealium’s real-time event data infrastructure and one where the full suite of Tealium’s Customer Data Hub are included.

First, in an architecture where Tealium’s Event Data Framework is being leveraged for real-time data collection and distribution:

Tealium can function directly as a no-copy event data pipeline to unify event data collection and management

In an architecture leveraging the full Tealium Customer Data Hub for customer data management, we would advise taking an approach like the diagram below that ultimately provides the similar capabilities to the “composable CDP” above, but without sacrificing real-time data and a trusted partner to work with that can become a support nightmare:

Additionally, Tealium has the inherent flexibility to also perform customer profiling and experience orchestration with or without leveraging Tealium’s infrastructure products.

Ultimately, we believe the composable approach that Tealium enables offers a number of benefits over the “composable CDP” constructed of 5-6 or more vendors. These include:

• Full Pipeline Accessible to Business Teams – The component systems of a composable CDP are technical and complex, creating new silos.
• Power Real-time Use Cases – A composable CDP system cannot deliver true real-time use cases, thereby decreasing flexibility to accommodate customer expectations.
• Faster Time-to-Value – Instead of cobbling together 5 or 6 systems, work with a single vendor that can deliver end-to-end value.
• Increased Operational Efficiency – Governance across systems should not be under-estimated.
• Flexibility to Optimize, Grow Value – A “composable CDP” approach means swapping in and out new systems versus growing maturity over time in a single ecosystem.
• Less Risk for Consent, Identity, etc – It’s not worth it to take risks in a world of increasing regulatory requirements and high expectations for privacy. Tealium comes with purpose-built consent management capabilities.
• Trusted Partner for Strategy and Support – Setting a solid strategic course and troubleshooting issues across 5 or 6 vendors can be complicated and downright impossible at times.

Just like it’s always been in the diverse and fast-changing CDP landscape, picking the right vendor can be harder than it would seem. Make sure you consider the skillsets on your team and the use cases you ultimately hope to empower (not only now, but in the future) in the selection process.

The post Take a Composable Approach with Tealium: An Architectural Discussion for Customer Data Management appeared first on Tealium.

What is Tealium’s Event Data Framework?

Tealium’s Event Data Framework is a powerful solution that enables companies to manage and track their Event data more effectively. The framework is comprised of Tealium’s TiQ Tag Management and EventStream platforms and provides a standardized way for businesses to capture and manage their event data. The EDF automates the process of capturing the important information within these Events, such as its type, the time that it took place, and relevent contextual signals that together produce intelligent insights during the interaction. The framework is supported by a governing set of built-in data standards that align the customer data strategy to the most modern set of best practices in Privacy, Digital Marketing, and Analytics which ensure that the business is capturing the right data in the most efficient way.

The Event Data Framework

How the Event Data Framework Can Benefit Your Business?

The EDF can help you transform your data collection and activation strategies to generate revenue, eliminate manual processes and costs, and mitigate risk by staying compliant with data privacy regulations.

• Standardization: The framework provides a standardized way for businesses to track their Event data by governing the data as it surfaces in real time.  The directives for data collection also enforce a common nomenclature and format, ensuring that analysis and usage across different teams are fully optimized.
  
• Data Validity: By following the best practices outlined in the framework, businesses can ensure that their event data is accurate and reliable. This is crucial for making data-driven decisions that can have a significant impact on the business.
  
• Conversion Tracking: Complementing client-side tracking with server-side tracking is something that Tealium is uniquely positioned to address due to the combination of tag management with a customer data platform. Tealium offers a broad set of Conversions APIs that connect with the most popular ad networks, including Google, Meta, TikTok, Pinterest, Snapchat, Twitter, and more. Additionally, Conversions APIs can be complemented with offline conversions for enhanced attribution and the capability to create audiences using offline insights.
  
• Efficiency: By using the Event Data Framework, businesses can save time and resources on event tracking. They can manage all their tracking code from a single platform and ensure that it is deployed consistently across all their digital properties.
• Flexibility: The framework is designed to be flexible and customizable, allowing businesses to adapt it to their specific needs. This means that as the omnichannel of sources continues to evolve with new devices for consumer, and visitors to digital and offline properties use different ways to engage, the framework is easily configured to capture and process data as required to maintain consistent analytics and insights.

Getting The Most Out of the EDF

Let’s look at 3 more ways the EDF provides significant value to your business:

1. Event activation is configured and governed from a single source

With the EDF, you’re configuring and managing event data in one place. This allows you to decide which Events are important and enforce these designed directives to any device.  This is important because in challenging economic times, businesses are seeking ways to reduce cost and risk, so centralizing the effort required to do so represents a major step forward in that regard.  The automation then assures compliance with Consent parameters provided by the customer and delivers a Value Exchange with your business that strengthens the brand.

2. Real-time synchronization of downstream cloud storage & analytics systems 

There are a lot of people getting paid a lot of money to put together a lot of data that makes no sense to them. We can digitize these efforts. With the EDF, send data to only those people who need it. So, for example, send a package of data that shows all conversions, a package of data that shows all views of a certain product that you want to monitor.

3. Data Lineage for Data Subject Access Requests (DSARs) are fully updated in real time with each session/event, allowing auditing to take place if required 

Privacy laws enacted within the past few years, such as the California Privacy Rights Act (CPRA), and the European General Data Protection Regulation (GDPR), have opened the door for individuals to learn how companies are using and processing their personal information. Consumers can obtain this information by making Data Subject Access Requests (DSARs). To support DSARs the Event Data Framework has a complete audit trail showing when an individual provided consent, what events were triggered and what were the conditions under which the EDF formed a profile. In addition, the Event Data Framework provides a full data lineage of where the Events were activated, or distributed, to show evidence of compliance. When different teams have access to customer data, it is critical that customer profiles and their usage within the company is controlled by personnel who understand the implications of the privacy laws as it pertains to access, security, and movement.  With the framework providing techniques to protect data prior to its entry into the business, these aspects of governance are successfully managed in a uniform fashion. This introduces serious risk.

Conclusion

Tealium’s Event Data Framework is a powerful tool for businesses that need to track and manage their event data. Expand and optimize your data collection efforts to help ensure that you can make data-driven decisions which are accurate and reliable. 

Benefits:

• Save Money: Less expensive and less complex solutions for data management
• Make Money: Improve ROAS with better conversion rates and reduced signal loss
• Reduce Risk: Avoid violations and fines with data management that respects privacy and consent

Whether you’re a small startup or a large enterprise, the Event Data Framework can help you take your data management to the next level. For more information on how Tealium’s Event Data Framework can benefit your goals, schedule a free demo today.

The post Getting More From Tealium’s Event Data Framework appeared first on Tealium.

Our incredible panelists emphasized the importance of understanding customers’ needs and preferences and using high-quality data foundations to gain powerful insights into customer behavior. They also stressed the significance of implementing robust, yet adaptable data privacy policies and security measures to protect customers’ personal information and build trust while being able to adjust as new regulations come to the market. These experts made recommendations on how businesses can invest in AI-powered technologies to enhance customer experiences. And finally, they emphasized the need to continually adapt and innovate to stay ahead of the curve in a rapidly evolving market. 

Overall, DV ’23 provided valuable insights into how businesses can navigate the challenges and opportunities presented by the complex parameters of the world today.

Here Are 13 Eye-Opening Insights on Future-Proofing Your Business With CX, Privacy, and Generative AI:

A High-Quality First Party Data Foundation Is a Must Have

1. Data depreciation is disrupting marketing loyalty, and the impact is not just limited to cookie loss. Privacy regulations, walled gardens, browser and operating system restrictions, and consumer actions such as ad blockers and do not track requests are slowing down brands’ initiatives by preventing access to more data and cross-channel insights. The only viable path forward is to have a high-quality, clean, and unified first party data foundation off which privacy-forward customer experiences can be built (and AI also requires clean data.

2. Companies should take three quick actions to enhance their first party data foundation: build basic data literacy within the organization, gather their business users and analytics team to outline short, medium, and long-term data needs, and document technology for necessary data access, insights, and activation.

It’s All About Hyper-Personalization and Meeting Customers in the Moment 

3. Marketing leaders must create strategies powered by data, analytics, and technology to enhance consumer moments, achieve short-term objectives and cultivate deeper value for the business. To do this, they need to real-time first party data insight and activations to improve ROI effectiveness, align with other departments, and focus on post-sale engagement. Without a tool that can support real-time data management, like Tealium’s Customer Data Platform (CDP), companies will continue to face challenges such as lag time between getting the data and being able to analyze it, data quality, speed of data production, and value buy-in on data analytics.

4. To build moments with customers, marketers must turn to first party data analytics and rethink how data should enhance their customer engagement strategy. They can start by inventorying different types of customer data sources, shifting to individualized personalization, using analytics to create value and fuel the customer experience, and aligning real-time customer data technology that can activate upon these insights to serve customers in each moment.

Customers are Keyed Into Privacy, So Transparency on Data Practices is Necessary

5. The future of personalization requires businesses to give customers the power to determine how their own personalization will work. Consumers are becoming increasingly aware of what data is being collected about them and how it’s being used. There will be upcoming privacy regulations on how consent is managed, such as what communication channels can be used, and so transparency on how data is being used by companies will become increasingly important.

6. Businesses should have a clear and transparent message for anonymous users that puts the control in the hands of unknown web visitors. This is the first step in the new value exchange, where a company starts its request for data collection by being upfront that it won’t be taking it without consent and then giving the users a reason for providing the data. 

7. For businesses that deal with sensitive customer data, HIPAA compliance is an absolute. But HIPAA compliance and targeted marketing are not mutually exclusive! A server-side implementation that allows the company to control data from the beginning, create a private client ID, integrate cookie consent and monitoring framework, and add URL cleansing logic and injection blocking can be used to protect customer data while simultaneously creating compliant customer experiences.

Customer Loyalty and Retention Requires True, Valuable Personalization in Real-time

8. Retaining current customers requires segmentation, cross-selling, and providing the bigger picture of the value being provided to the customer. Companies must build customer relationships through the use of digital tools and first-party data that will enable personalized engagement with customers in real-time.

9. Building customer loyalty requires managing vital moments with customers, becoming a purpose-driven brand, and obsessing about the customer experience. Digital and physical experiences need to be combined to create a seamless, hyper-personalized customer journey.

10. Another way to enhance the customer experience is to collect customer feedback and then not only use that feedback to improve the CX, but also let customers know their insights are being considered and put into action.

Embrace Generative AI, But Start Slowly

11. The use of generative AI should be guided by ethical considerations. Business leaders should use AI to try out new things on the periphery and find the opportunities that arise from trial and error (that isn’t in an area of critical business operations – yet).

12. Businesses should use AI to make employees’ jobs easier, more effective, and more efficient, and think of AI as more of an exoskeleton than a robot – if you tell an employee to jump, AI can be used to help them jump higher, not jump for them. 

13. Efficiency plays are crucial for businesses. To future-proof their businesses, organizations need to invest in technology, focus on efficiency, and be open to new tools that can help multiply resources and increase the effectiveness of marketing impact. Artificial intelligence and machine learning can help optimize media spend and increase marketing and operational efficiencies. Companies also need to be prepared for the future by building a team that is ready to adapt to changes in technology and customer preferences.

The on-demand recordings of Digital Velocity 2023: Future-Proof Your Business will be available in the coming weeks! These insights only scratch the surface of the incredibly valuable advice derived from our expert-led panels on tackling CX, privacy, and generative AI. You’ll want to save these seminars for the months (and even years) to come as we all work to navigate and thrive within an ever-changing world.

The post 13 Eye-Opening Business Tips on CX, Privacy, and Generative AI  appeared first on Tealium.

Emotions Are Running High, so Are Customer Expectations

Amidst worries about balancing income with growing expenses, consumers are in a very different headspace now when it comes to engaging with and buying from brands. This needs to be top of mind when considering your marketing approach and – most importantly – how customers will react to it.

Our recent research found almost two-thirds of consumers (63%) feel like brands need to be more aware, or understanding of, the emotional and financial impact that the cost-of-living crisis is having on their customers. This reflects just how make-or-break the way a brand uses marketing can be today, with a clear trickle-down effect on how consumers expect brands to communicate with them.

Obviously, marketing that’s irrelevant (i.e., not attuned to an individual’s buying behaviours or history) or irresponsible (i.e., failing to account for someone’s current personal circumstances) has never been a successful way to engage with customers. But, at a time when consumers are really feeling the pressure – financially and emotionally – this type of marketing is even more likely to turn them off.

The Dangers of Irrelevant and Irresponsible Marketing

Consumers are disengaging with, and buying less from, brands that use irrelevant or irresponsible marketing. Our research uncovered that over one-third (34%) of European consumers have unsubscribed from a brand’s email marketing campaigns in response to these poor practices.

Notably, over half (59%) of respondents recognise that they feel more negative about the brands that send them irresponsible marketing. This view is shared across age groups, but it’s particularly evident among younger people; rising to 65% of the 18- to 34-year-olds we surveyed.

The fact that young people are leading the way in this kind of ‘activist consumerism’ is no surprise – in the past couple of years, we’ve seen pupils, students and young professionals increasingly stand up for causes they believe in. The cost-of-living crisis, however, has accelerated this. It’s put everyone in the same boat, with prices rising across the board, bringing activism out from the fringes and into the mainstream.

However, Some Brands Still Aren’t Listening…

Sadly, not every brand got this memo – and they risk turning customers away for good as a result.

Our research suggests that irrelevant and irresponsible marketing is still very much rife, despite the clear negative impact. Over half (51%) of respondents reported receiving irrelevant marketing at least once a week while two-fifths (40%) receive irresponsible marketing at the same rate.

During the cost-of-living crisis, it’s easier for the lines between lazier forms of irrelevant marketing to become blurred with more actively irresponsible marketing. Brands are increasingly falling into this trap as many are still relying on pre-crisis customer data that fails to account for who their customers are – and what they want – today.

While both irrelevant and irresponsible marketing are terrible for engagement and sales conversion, the latter has an uglier side. Brands must do everything to avoid slipping across this line, or be prepared to deal with the long-term damage to their customer relationships and reputation.

Be Relevant and Responsible

Irrelevant and irresponsible marketing risks pushing customers away. But, this doesn’t mean brands should take a step back during the crisis. In fact, brands that listen to what customers want and engage with them in the right way have an opportunity to stand out from the crowd.

Timely, relevant data sits at the core here. Having current data enables brands to create up-to-date customer profiles that support more relevant and responsible targeted engagement. Armed with a 360-degree view of customers, brands can effectively personalise their marketing to be more relevant and remain in line with an individual’s changing expectations and buying behaviour.

By tapping into data to cater to who people are ‘today’, brands can ensure customers will be there with them ‘tomorrow’ – once they’re in a place where they can afford to start buying again. It’s an approach that will not only drive loyalty and engagement during the cost-of-living crisis but help them establish a successful long-term relationship with customers beyond the crisis.

Tealium can help unify your data so you can create responsible marketing campaigns that give your customers what they need, when they need it. Schedule a free demo today.

The post In the Cost-of-Living Crisis, Don’t Switch Off Consumers, Switch On Data appeared first on Tealium.

Every year, Digital Velocity brings a plethora of valuable tips, tricks, insights, and wisdom to carry attendees throughout the year. As we get excited for all the goods to come from this year’s event, let’s take a look at some of the top 5 insights from Digital Velocity 2022!

Top 5 Most Advantageous Insights from Digital Velocity 2022

1. Focus on integrating online cx with offline in-store experiences.

From our Digital Velocity 2022: The Ultimate Retail CX event comes this very relevant gem on the importance of merging online and offline customer experiences – a point that only continues to grow in importance.

The customer journey is now omni-channel in the truest sense and our digital and physical worlds are colliding. Retailers need to connect online customer experience for retail with in-store, in-person experiences if they want to provide the ultimate customer experience.

“Retail brands are integrating online experiences with offline in-store experiences to provide a seamless customer journey. Additionally, customers assume you already know about them, so it’s vital to tell a personalized story on your website. Invest in telling the same story to the same person across all channels.”

– Christina Sweeney, Site Analytics Manager, New Balance

 

“Personalization I’ve seen in the past is on websites; now we’re learning how to collect data in store. Can we use cameras to track the path to purchase and understand how people are moving in store? Can we gain some insights from that? Can we personalize the experience across all channels? Maybe you’ve got something in your cart and you go to the store and we serve a coupon. It’s the combo of all the channels, pulling it all together.”

– Greg Hirschi, Director, Marketing Analytics, Otterbox Products

2. Select A HIPAA Compliant CDP

Last year’s Digital Velocity 2022: The Ultimate Healthcare CX event highlighted how important it is for highly regulated industries to select technology vendors that can truly partner with you on your compliance requirements. 

While there are variations of HIPAA compliance that companies face, having a platform that understands your constraints and the guidelines you need to follow makes your life simpler. You should not have to worry your customer data vendor is taking all the necessary precautions to assure that you are operating legally.

“Companies like Tealium are able to understand the data and measure ways to track engagement in a HIPAA compliant way. It becomes something you can measure, like how many people are showing up to these virtual visits. Having platforms that are HIPAA compliant, where you can see these touch points and potentially gather data, is very valuable.”

– Aimee Bios, Vp of Data and Analytics, Zion and Zion

3. Customize Pricing Models Based on Customer Experience

In our Digital Velocity 2022: The Ultimate Sports, Media and Entertainment CX event we got some incredibly innovative and exciting examples of how companies are using a Customer Data Platform to elevate the truly personalized customer experience.

It is no secret that different consumers value different things. Thus, having a more elaborate pricing model where you can customize valuable seats based on patron interest data, whether that be closer to a good concession stand, bar or even the exit, is useful. Knowing who you are selling to and what they value will make your job easier and their experience infinitely better. Use your data to increase the profitability of your company and the experience of your customers.

“How do you optimize the ticket price? That can mean different things for different people – sometimes it’s the closest seat to the floor, or sometimes it’s closest to the bars. You need to optimize different experiences and then price them differently.”

– Julie Souza, Head of Sports, Global Professional Services, AWS

4. Integrate Use Cases Across Your Organization

We heard some incredible insights on how a CDP can support the dismantling of organizational data silos at last year’s Digital Velocity 2022: The Ultimate Financial CX event.

Instead of simply purchasing customer data technology and isolating it within a single silo in your organization, integrate this technology with the rest of your technical infrastructure. Having a vendor-neutral CDP makes this large scale integration in your tech stack much easier. Oftentimes, CDP’s are seen as purely a marketing tool, which could not be further from the truth. In order to truly get the most out of your CDP it is beneficial to have all branches in your organization bought in and educated on what CDPs can do to make their jobs easier. Do not just look for one department of your company to succeed with this technology, but create cross-departmental usage so that your entire organization can benefit and excel.

“Companies that struggle will implement the technology first, and not focus on enabling. Success requires an integrated experience architecture with data, orchestration layer, channel activation layer, all the necessary things needed to see something real happen with the market. It’s a vertically integrated set of solutions that must come together to drive the use case. Operators and users also usually take a backseat, but it’s good to have them involved early on from a change management standpoint, and also good to think about how experience architecture can enable future and new interactions. These teams will think of all these things they couldn’t do before.”

– Justin Sanderson, Managing Director, Accenture

5. Touchless technology is the “key”

Finally, our Digital Velocity 2022: The Ultimate Travel & Hospitality CX discussed the importance of continuing to develop the innovations that arose from the pandemic, like touchless customer interactions.

Travelers’ expectations have changed. Two years of disrupted traveling has molded the customer experience travel & hospitality into something different, something new. One of the biggest changes was the need to offer a touchless experience – kiosks at the airport for automated check-ins, touchless pay devices, and mobile apps for hotel stays that included check-in and a digital key are innovations that are here to stay!

“A lot of innovation got unlocked during the pandemic. We worked on things to make our customers more comfortable, like Agent On Demand where customers could talk to a live agent through our app to change flights, handle Covid-19 restrictions, or other things that would stress out flyers and otherwise put them in long lines.”

– Sadia Khan, Director, Demand Gen & Digital Marketing, United Airlines

For cutting edge insights from top data-driven organizations from around the world, do not miss this year’s virtual Digital Velocity 2023: Future-Proof Your Business, May 9-11th. Hear from the most innovative brands as they discuss harnessing the power of their customer data with proven use cases that drive revenue. Learn how to ride the waves of the customer data change with certainty and confidence as you learn how to future-proof your business today for tomorrow’s changes.

The post The Most Advantageous Advice from Digital Velocity 2022 appeared first on Tealium.

As governments and industry alike realise the substantial value that data can provide, prioritising privacy is now the pathway to sustainable competitive advantage. Yet, many organisations grapple with how to balance privacy and profitability in a quest for customer-centric growth.

This year, Tealium is proud to officially support the Office of the Australian Information Commissioner’s (OAIC) Privacy Awareness Week 2023. In partnership with the Asia-Pacific Privacy Authorities Forum, the OAIC will help businesses go back to the basics of privacy compliance to enhance consumer trust and gain a competitive edge.

Amid an evolving privacy landscape, organisations are now navigating added complexity in building the future-ready privacy-enabled enterprise. As part of Privacy Awareness Week 2023, the OAIC has outlined 10 tips for organisations to secure and maintain the integrity of personal information; including:

1. Knowing your obligations
2. Establishing a privacy plan
3. Appointing privacy champions  
4. Assessing privacy risks
5. Implementing privacy by design principles
6. Securing personal information
7. Simplifying your privacy policy
8. Conducting internal privacy compliance training
9. Preparing a data breach response plan
10. Reviewing practices periodically

Tealium Enables Privacy-Led Value Realisation across the Data Supply Chain

At Tealium, we empower organisations around the world to strengthen consumer trust and accelerate business growth. Tealium enables privacy-led value realisation across the data supply chain. From data collection to data activation, below is an overview of the path to privacy compliance with Tealium:

Stage 1: Valid collection

Evolving privacy laws have increased the threshold for valid consent collection. To adhere to modern privacy laws, consent must be express, informed, voluntary, specific as to purpose, time limited and easily revoked. 

In the Asia-Pacific and Japan (APJ) region, recent amendments to Australia’s Privacy Act and Singapore’s Personal Data Protection Act have notably increased the maximum penalty for privacy breaches. Organisations must act now to ensure that data collection and use is validated by informed consent to effectively transform data into insights-driven customer experiences (CX).

Our recent Consent Integrations for Tealium iQ Tag Management release enables enforcement of consent preferences throughout a customer journey through integration with non-Tealium consent management platforms (CMPs). In turn, this feature enables organisations to embed future-readiness within their privacy framework through effective consent orchestration.

Stage 2: Data Quality, Data Integrity and ID Resolution

During this stage, data is transformed and enriched to enhance data quality and data integrity. Additionally, deterministic identity resolution enables stitching consent status to an individual’s data set to ensure that CX is activated in line with a customer’s real-time consent status. The loss of third party cookies means deterministic matching will be key to compliant first-party data usage. 

As privacy and consumer welfare are closely intertwined, modern privacy laws also share a common policy objective to improve consumer outcomes. Tealium unifies disparate data sets to improve data quality and data integrity. In turn, access to enriched insights substantially elevates the real-time CX throughout a customer lifecycle.

Data sharing regimes, such as Australia’s Consumer Data Right (CDR) and Hong Kong’s Commercial Data Interchange (CDI), are reliant upon data quality and data integrity to enable continual innovation in product and service delivery. In turn, this fulfils the policy objective of improved consumer welfare.

Stage 3: Real-Time Insight-Led Omnichannel Activation

Making the data-driven digital economy work for consumers is now a government and industry obligation. Modern privacy laws aim to create fair and efficient markets for the benefit of consumers. Building sustainable competitive advantage requires bringing more compelling offers, products and services to market at a faster rate than competitors. With a CDP’s real-time insight-led omnichannel activation capability, organisations can automate what will soon become an operational requirement for commercial viability. Tealium’s data-first, vendor-neutral CDP makes what you already have even better, by optimising your existing tech stack to consolidate and activate data for elevated CX with privacy in mind.

Prioritising the Privacy Imperative

As the privacy landscape evolves, Tealium is aligned with the OAIC’s mandate to uphold privacy as a fundamental human right. Our technology enables privacy-led value realisation across the data supply chain.

Learn more about how to balance privacy with profitability by accessing Tealium and Deloitte Digital’s white paper: Consumer Data Right: The New Value Exchange.

The post Back to Privacy Basics: The OAIC’s Privacy Awareness Week 2023 appeared first on Tealium.

In today’s data and privacy-driven world, it is imperative for businesses to provide clarity to their customers on why, how, and what personal data they want to process and share with third parties. This is not only required to comply with ever-evolving privacy regulations, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), but it’s also a necessity for establishing trusted customer relationships. When you provide your customers with a relevant and helpful experience in exchange for their data, their trust in your business is strengthened as is their loyalty to your brand. So while acquiring their consent and complying with privacy laws is a great start, it’s even more important that you use customer data to benefit your customers by delivering amazing and trusted experiences.

5 Ways a CDP Establishes Trust in Data with Customers

1. Reduce Risk from Siloed Data – Ensure Relevant Data is Collected and Managed

Data silos result in costly processes and increased risk in multiple areas, such as duplication, stale datasets, and erroneous or fractured understandings of customer profiles that lead to wasted marketing budgets and flawed strategies. These silos keep your organization from maximizing your customer experience and can also put you at risk of privacy infractions. If one department manages customer data differently than another, your teams are speaking different languages and missing requests for ongoing data privacy management. A CDP that starts with data collection will help your organization remove these data silos and reduce your risk of non-compliance.

2. Propagate Privacy Preferences – Present the Right Privacy Preferences Across Key Channels and in Real-Time

If your consent data is not real-time, you open your organization up to risk and can even inadvertently breach privacy regulations while consent preferences may be in queue to be updated. For example, if someone requests their data to be deleted and it takes your organization longer than is legally mandated to fulfill that request, your organization can face significant penalties for non-compliance with Data Subject Access Requests. Therefore, it is critical for privacy to be propagated throughout the entire customer journey, across all channels, and maintained through the lens of the customer. Privacy compliance maintained by channel is not actually compliant, and fraught with risks of infraction.

3. Enable Operational Efficiency and Business Agility

To be a privacy-driven organization, businesses must break down communication and data silos to understand what data is being processed and why. Tealium’s CDP enforces a common nomenclature for data, allowing the business and IT units to speak one common language consistently. This universal schema of data eliminates any risk of one department falling behind another whenever privacy requirements change or new technology investments call for new integrations.

4. Give Customers Transparency and Control Over Their Data

Your customers are empowered by global privacy regulations to manage when their data is collected, stored, and utilized. A CDP becomes a trusted repository of customer data and the governed supply chain that connects customer devices to the platforms that deliver value. As a trusted steward of their data, your customers will have access to the most accurate and meaningful set of their personal data when they request it, and supporting systems like Consent Management Platforms help supplement the CDP overseeing the collection and orchestration of that data.

5. Personalize Marketing and Customer Experience

A CDP can help organizations better understand customer behavior and preferences through a single customer view. Customers want to be known and understood regardless of what device they use or whether they are engaging in-person or online. Today, companies often have customer data residing in different systems e.g. social and email platforms. Additionally, a customer may have different privacy settings for each of those platforms which could result in privacy preferences not being respected. CDPs can enable you to collect trusted customer data from all touchpoints to produce a unique 360 view of your customers which will be your foundation for all things privacy-related. This enables you to create real-time engagement on any channel based on customer preferences. And this level of personalization can be done at scale through a vendor-neutral, real-time CDP like Tealium.

At Day 2 of Digital Velocity, our amazing speaker lineup will be covering key steps and best practices for creating trust in data from industry-leading organizations. They will explain how to future-proof your data privacy and compliance efforts, while maintaining customer trust and increasing loyalty, retention, and revenue.

The Agenda for “Harnessing Privacy & Security: Creating Trusted Customer Experiences Through Privacy & Data”:

9:10 – 9:35 AM PT | Future Proofing your Data Privacy and Compliance Efforts, with OneTrust

Hear from top privacy leaders on key ways to bring together teams and technology to implement powerful data privacy strategies and best practices so you can future-proof your customer data privacy practices. Get examples of how leading companies are future-proofing their privacy efforts in an ever-changing landscape.

9:35 – 10:00 AM PT | Data Driven Growth – How to Drive Real Business Results from Data, with AWS

Understand how the most innovative businesses are leveraging the power of Tealium + AWS to turn data into insights to accelerate digital transformation and drive effective business decisions.

10:00 – 10:15 AM PT | A Customer-Centric Approach in a Privacy-First World, with New Balance

See how Tealium customers are empowering their customer experience programs with confidence, utilizing a privacy-conscious mindset and leveraging first-party data. Learn how to build a single customer view unique to your business, so you can deliver relevant customer experiences.

10:15 – 10:30 AM PT | Putting Healthcare and Consumer Compliance First with a Robust Data Strategy, with Wheelhouse

Learn how a highly regulated healthcare system built a robust data system that puts healthcare and consumer compliance first.

To learn more about how to establish customer trust in data through privacy, don’t miss this spectacular annual event. Click here to sign up today!

The post 5 Ways a CDP Establishes Trust in Data with Customers appeared first on Tealium.