Tealium: The enterprise-grade solution for your single source of truth
Previously, we discussed why Segment’s Connections product is the solution to go if you want to start building modern best-of-breed growth stack marketing. (for those who haven’t read it, please check it out at this link) In today’s article, we will cover the actual Customer Data Platform (CDP) functionality, which is getting a 360 view of your data in a single platform. While Segment has the “Personas” product that can build real-time user profiles, Tealium, an enterprise-grade Customer Data Platform, lets you construct highly accurate, comprehensive, and actionable customer profiles with their AudienceStream product. CDP has increasingly become the foundation around which all brand engagement is constructed. Having it as the single source of data truth allows you to create unforgettable and personalized experiences for your customers. Other reasons are also because it enables you to: Get access to the customer insights faster as everything will be flowing in real-time. Personalize your customer engagement from the data you’ve obtained from various sources(web, mobile, digital apps, IoT, offline data, etc.) Keep track of cross-channel activities. And lastly, it allows you to use the best-of-breed solutions without thinking about how much time and cost you need to spend due to its modern integrated infrastructure. Tealium’s AudienceStream product is designed to realize those ends. It gives you the complete picture of your customer and the flexibility to custom-tailor their profiles that are actionable based on your business rules. When it comes to activating the data, AudienceStream integrates with 1,300+ solutions that let you trigger action within the marketing technologies you are already using based on real-time customer data signals. That said, Tealium is considered to be the enterprise-grade solution mainly because they open their platform to be customizable for users to utilize, which is also reflected in the cost of the product. Other alternatives such as Segment and mParticle also offer their own plus points. However, we recommend checking Tealium’s AudienceStream if you’re looking for a solution to be your single source of truth that offers flexibility and easy integrations. If you are keen to learn more about Tealium’s AudienceStream, Ematic can help arrange a demo and ensure you’re getting the best deal. Moreover, if additional supports are needed, we offer implementation service and consultation to guarantee a smooth onboarding and maximum adoption of the solution. Contact us to find out more!
We agree with Tealium: vendor neutrality and integrations are problematic for most marketers
Interesting research from Tealium – it’s US-centric but the challenges are equally applicable worldwide: https://tealium.com/press-releases/new-study-by-tealium-reveals-marketers-leaning-on-customer-data-platforms/ In particular, the “vendor neutrality” point hits home, with “more than half (53 percent) of marketers strongly agree their martech stacks are walled gardens, consisting of solutions from one vendor that have limited cross-compatibility with other solutions.” This is definitely a massive limitation when it comes to building a modern growth stack, as we view it as essential that all components are compatible with the broader ecosystem of technology a company has implemented, and furthermore the ability to change out components when something new or better-fit emerges is an absolute necessity. “Integration difficulties are common: Almost two-thirds (62 percent) of marketers say it’s difficult to integrate new third-party solutions into their martech stacks.” This is among the top problems Ematic Solutions is trying to solve for: by choosing technology that has strong integration capabilities in the first place, some of this can be alleviated. However, almost all marketers lack the engineering/IT resources to quickly add in new components to their growth stack, which is why Ematic has invested heavily in our Solutions Engineering team to help customers move faster and get it done correctly. Perhaps most importantly: whenever there is a problem with an integration between two tech products, it’s almost impossible to resolve by either vendor. One of Ematic’s unique value propositions is that we cut across technologies so we can see it from both sides and effectively troubleshoot the issue.
