How To Maximize Artificial Intelligence (AI) Insights

To survive in the modern data-driven world organizations must rely on actionable real-time AI insights to make informed decisions, personalize experiences, and drive outcomes. However, understanding user behavior requires using different dimensions of data from the same event. Data dimensions serve specific purposes, which is where Tealium’s data model shines– by offering three distinct scopes: Event, Visit, and Visitor. Each scope provides a unique lens on customer data, allowing businesses to unlock diverse use cases and better understand their audiences. Adding to its impact, all three scopes are available in real-time, processing data with sub-200ms latency. This rapid access fuels AI systems, empowering machine learning models to deliver actionable insights at every stage of the customer journey. Let’s dive into why these three scopes are so valuable and how they enhance AI applications for brands.

Event Scope: Real-Time, Contextual Actions Fueling Adaptive AI

What It Is
The Event scope focuses on individual interactions or actions taken by a user on a website, app, or other digital platform. Every click, view, and engagement is treated as a separate event, capturing details in real-time.

Why It’s Valuable
Event-level data is critical for understanding real-time behavior and responding immediately to user actions. With sub-200ms access, Tealium’s Event scope provides AI systems with a stream of real-time event data that is crucial for immediate decision-making in machine learning algorithms, enabling a dynamic response to user actions, precisely as they happen.

Key Use Cases for AI with Event Scope:

• Adaptive Personalization: AI models use Event data to instantly adjust recommendations or content suggestions based on real-time behavior, such as the current page a user is viewing.
• Predictive Triggers: Machine learning algorithms can predict likely next steps, adjusting experiences or offerings immediately if, for instance, a user hovers over a purchase button or exits a product page.
• Automated Anomaly Detection: Event data allows AI to detect anomalies in user actions (e.g., repeated checkout errors), and flag issues in real-time to mitigate churn or optimize the experience.

With Tealium’s Event scope, AI models can respond in real-time, providing the personalization and contextual insights that today’s users expect.

Visit Scope: Session-Level Data Enabling Cohesive AI Modeling

What it is:
The Visit scope aggregates actions taken by a user during a single session, providing a snapshot of all activities within a specific visit or session.

Why it’s valuable:
Visit-level data provides session-based patterns, making it ideal for AI models that focus on understanding user journeys, measuring session quality, and analyzing behaviors across a session. With Tealium’s sub-200ms data processing, Visit scope data powers AI-driven insights on session behavior in real-time, enabling AI models to identify engagement trends, recognize session-specific patterns, and optimize the user journey at a session-wide level.

Key Use Cases for AI with Visit Scope:

• Session-Based Journey Analysis: AI models can evaluate session data to understand pathways through a site, optimize the customer journey, and guide users to key interactions.
• Session Scoring and Segmentation: Machine learning algorithms can assess session quality by scoring actions and interactions, helping identify high-intent visits and prioritizing experiences accordingly.
• Exit Prediction and Retention Models: AI can leverage Visit data to predict session exits and trigger automated responses, like chatbots or exit intent pop-ups, designed to keep users engaged.

With Visit-level data, AI models develop a more cohesive understanding of each user’s journey in a session, improving user experience in real-time and delivering more effective personalization.

Visitor Scope: Long-Term Behavior Data for Enhanced Predictive AI

What it is:
The Visitor scope captures data that spans multiple sessions, providing a holistic view of an individual user over time.

Why it’s valuable:
Visitor-level data is essential for training AI models that focus on long-term behavior and customer lifetime value. Tealium’s sub-200ms latency means that Visitor data is not only comprehensive but also available instantly, empowering AI to refine its predictions on evolving user behaviors and to optimize experiences based on historical patterns. AI algorithms that consider long-term behavior data can make more accurate predictions, allowing brands to engage customers in ways that increase loyalty and enhance lifetime value.

Key Use Cases for AI with Visitor Scope:

• Predictive Lifetime Value Modeling: AI can leverage Visitor data to predict customer lifetime value, identify high-value users, and allocate resources to retain or engage them.
• Long-Term Personalization and Content Curation: By understanding historical preferences, AI models can deliver curated content and offers aligned with each user’s unique history and preferences.
• Churn Prediction Models: AI algorithms trained on long-term Visitor data can recognize behaviors linked to potential churn, allowing businesses to engage with at-risk customers proactively.

With the Visitor scope, AI models go beyond immediate actions, enabling brands to deepen relationships with their audience by anticipating future behavior based on a history of interactions.

The Power of Combining Event, Visit, and Visitor Scopes for AI

The combined power of Tealium’s three scopes—Event, Visit, and Visitor—unlocks transformative potential for AI. Together, these scopes allow machine learning models to build a layered, nuanced understanding of user behavior, offering real-time adaptability, session-based optimization, and predictive insights for long-term personalization. When the data from these scopes is fed into AI systems with Tealium’s real-time processing (sub-200ms latency), brands can optimize the customer journey across every level of engagement, from immediate reactions to long-term relationship-building.

For example:

• Enhanced Customer Support: Event data can fuel instant troubleshooting, Visit data provides context on the session, and Visitor data offers a history of past interactions, allowing AI to assist with greater accuracy and relevance.
• Advanced Attribution Models: Event, Visit, and Visitor data work together to improve attribution insights, with AI parsing real-time ad clicks, session patterns, and multi-session journeys for a complete attribution analysis.
• Multi-Stage Personalization: AI can leverage Event data for in-the-moment suggestions, Visit data for session-aware personalization, and Visitor data to offer evolving content recommendations based on historical trends.

How To Maximize AI-Driven Decision-Making with Tealium’s Scopes

Tealium’s Event, Visit, and Visitor scopes provide an essential structure for harnessing customer data at every level. By isolating, analyzing, and acting on insights from each scope, brands can fuel AI models to personalize, optimize, and predict with unmatched precision. The ability to access all three scopes in real-time, with sub-200ms latency, enables AI to respond dynamically at every touchpoint, allowing businesses to elevate their customer engagement strategies, strengthen loyalty, and drive growth. With the combined power of Tealium’s data scopes and AI, brands are well-equipped to transform their customer experience for the better.

For more information, we recommend you check out Tealium for AI.