In today’s world, data is more important than ever before. Companies are collecting vast amounts of data from various sources, including websites, mobile apps, and social media. However, it can be challenging to manage this data effectively, especially when it comes to tracking events and ensuring that the data is accurate, useful and consented by consumers. This is where Tealium’s Event Data Framework comes in.

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

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.


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. 


  • 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.


Post Author

Rick Ruden

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