Tealium’s Data Activation Workshop
Optimise Paid-Media and Next-Best-Action/NBO

This isn't a "sit and listen" session. You will work through two core subjects designed to recover lost signals and drive immediate ROI.

1. Paid Media Optimisation & Signal Recovery

• Stop the Bleed: Master advanced suppression and consent-aware targeting to ensure $0 of your budget is wasted on existing customers.
• High-Value Lookalikes: Move beyond basic pixel tracking. Use first-party signals to identify and target your true "Whales."
• Server-Side Mastery: Future-proof your attribution. Use direct conversion signals to bypass browser restrictions and Safari/Chrome signal loss.

2. Next Best Action (NBA) & Offer (NBO)

• The Zero-Party Advantage: Learn how to incorporate Zero-Party Data (declared preferences and intent) into your decision engines to increase offer relevance.
• Logic vs. AI: Understand when to use simple rules-based preference decisioning versus complex predictive AI models.
• Omnichannel Flow: Design use cases that enable customers to simplify their own journey eg. a web visit to a service call, ensuring offers are always contextually relevant.

The biggest hurdle to data activation is internal buy-in. We solve this by providing a Value-Modelling Tool during the session. You will:

• Quantify exactly what these use cases are worth to your specific business.
• Prioritise your roadmap based on "Effort vs. Impact
• Leave with a value story designed to secure budget and executive approval.

To maximise the practical format, we recommend a "squad" approach (2–4 people) from:

• Growth & Performance Leaders (To solve CPA and attribution)
• CRM & Personalisation Owners (To master NBO/NBA and Zero-Party Data)
• Data & Analytics Leads (To handle the technical signal architecture)

• Expert facilitation + live product walkthroughs
• Interactive exercises and activities
• Lunch and networking drinks provided