Tealium Streamlines the Real-Time Customer Data Supply Chain with Tealium DataAccess

Tealium’s customer data platform, with new data services offering, breaks down walls between marketing and business intelligence (BI) data to power the real-time enterprise

SAN DIEGO, CA (April 15, 2015) – Tealium, the leader in foundational tag management fueling real-time customer data platforms, today announced a set of new data services, Tealium DataAccess, built from the ground up to break down the barriers between the marketing data set and data available across an entire organization. Tealium DataAccess will enable customers to unify all omnichannel insights from anywhere across the organization to allow for real-time, informed engagement and action. This announcement was made from Digital Velocity, the company’s flagship global customer education and training event that welcomes hundreds of customers, partners, and industry thought leaders each year.

Brands strive to leverage real-time engagement by architecting a customer data supply chain. For many, Tealium’s customer data platform (CDP) serves as the backbone in maintaining dynamic 360-degree customer profiles and delivering highly experiential, personalized interactions. Tealium iQ, the company’s foundational tag management system, ensures that a brand’s insights are centralized, clean and consistent. Tealium AudienceStream, the industry’s first real-time Influence Data Management Platform (DMP), then enriches and segments that data in real time to make it relevant and immediately actionable.

Leveraging Tealium DataAccess, the newest addition to the company’s evolving customer data platform, organizations can now further streamline the customer data supply chain by providing a set of data services that support business intelligence or enterprise data warehouse (EDW) initiatives. DataAccess offers the richest source of clean omnichannel, event, and audience data collected across web and mobile touch points, and makes that data available for real-time action across the enterprise.

“Today’s demanding consumers expect personalized, dynamic 24/7 brand experiences and so brands must anticipate their every need while delighting them at every turn,” said Mike Anderson, CTO of Tealium. “Brands must leverage all available data – from both online and offline sources – to build a 360-degree view of their customers and then act in real time. To achieve this, they must have access to a consistent, reliable source of clean first-party customer data, and compress what was once a batched, delayed 24-hour process into a real-time process; what we hear from brands is that is where opportunities are lost. This new order is what we call atmospheric marketing.”

DataAccess serves as an open platform making a brand’s first-party customer data accessible at any time, in a variety of industry standard formats, and used within best-in-class visualization or reporting software. DataAccess seamlessly integrates with leading data visualization tools like Tableau, among others, to enable anyone to connect and visualize their customer data in minutes.

In addition, DataAccess works with a variety of data platforms, including leading enterprise data warehouse solutions and big data platforms such as Splunk.

For data analysts and BI professionals, DataAccess easily integrates with innovative technologies such as Looker, making it more efficient to create custom data experiences and share data-driven insights across an organization.

“Looker and Tealium share a common goal: help people get real-time access to the data they need to grow their businesses,” said Keenan Rice, vice president of alliances at Looker. “When a clean, consolidated source of first-party data becomes more accessible across an enterprise in real time, results are more consistent and reliable, and better business decisions can be made.”

For more information about Tealium DataAccess, visit here.

Tealium’s leading customer data platform is comprised of a foundational tag management system, Tealium iQ; the industry’s first real-time enterprise data platform, Tealium AudienceStream; and a set of data services, Tealium DataAccess. For more information, visit www.tealium.com.  Follow Tealium on Medium here.