New configurable customer data API makes insights more accessible, more performant, on demand
Want all the nitty gritty details? Check out the Moments API documentation here for full details.
To create a magical CX moment, sometimes you just need that one extra little insight right when you need it…but for whatever reason something stands in your way….
- The data isn’t in the right system or database.
- It takes too long to process and isn’t available at the right time.
- It’s not in the right format.
- Someone won’t give permission.
- You’re dependent on some little technical requirement to happen first.
Whatever it is— it’s frustrating. Because you have the data in your ecosystem. You know that data makes a difference to CX. But it’s not accessible at the right time, in the right way. There is nothing more frustrating than tech and data limiting your strategy. And for as much as technology keeps advancing, these pesky little limitations always seem to crop up when met with the unpredictability and speed of customer behavior.
That’s why we built Moments API. Combined with the power of the Tealium Customer Data Hub, Moments API is like having a data Swiss army knife out in the technological Wild West. It means having a bottomless well of water when you’re in the middle of the desert. A dictionary while you’re playing Scrabble.
What is Moments API? What else was released?
The Tealium Moments API powers your customer data stack by optimizing the retrieval of mission-critical data, insights, and next-best actions with blazing speeds for real-time tailored in-app experiences at the most critical moments in the customer journey. This can be done without requiring a live visitor to be in session.
We also released updates to more general API utilities that enable our customers to look up the full visitor profile or to perform a visitor deletion, where real-time speed isn’t as important as function.
What we released:
- Moments API (docs)
- Visitor Profile API v3 (docs)
- Visitor Privacy API v3 (docs)
Our goal with Moments API is to provide real-time, programmatic access to data inside Tealium to power a wide variety of use cases, including first-page personalization and beyond. Moments API harnesses the real-time capabilities of the Tealium Customer Data Hub and makes that data even more readily available via API and faster than any other option on the market.
Just Having APIs Isn’t Good Enough
APIs are an increasingly important criteria when evaluating technology. There is nearly universal acceptance that APIs are a critical consideration at this point:
Over 50% consider APIs a top requirement, with over 95% considering them at least somewhat important. In the age of tens of thousands of martech solutions and numerous centers of data gravity across the organization needing integration, if they’re not already a critical factor for you now, they will be very soon (related: How Customer Data APIs Are Critical to Your Business). This is why we’re so excited about Moments API. It not only puts customer data at your fingertips, but does it in a way that’s performant, flexible, and complementary to our other APIs.
Even though most agree that APIs are a necessity, there is less agreement as to how well these centers of data gravity in your tech stack are doing at providing APIs:
Over 80% of businesses don’t think that the platform at the center of their stack (where APIs are most important) has “great coverage”. That’s a lot of room for growth.
And it’s worth it too. Below is an example breakdown of the value that APIs can deliver to an organization.
According to Gartner® “APIs can be associated with all the other factors that lead to acquiring new customers and generating new revenue. These could include marketing strategy and execution, other application components, underlying systems of record, and the business processes involved (see figure)”**
**Source: How to Use KPIs to Measure the Business Value of APIs, 27 January 2023, Shameen Pillai, Gartner. GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.
It’s not only important that APIs are available, but that they do the things you need in the way that you need them done. With APIs it’s not only that they’re available, but that they do the right thing, and that they’re flexible enough to do what you need without unnecessary risk.
How Moments API Boosts Flexibility, Efficiency, and Performance
So what makes Moments API so great? With Moments API and the Customer Data Hub as part of your tech stack, data becomes much more liquid in your ecosystem, ensuring you can use customer data like you imagine it.
Configurability: Moments API Composer
Moments API comes with an API composer enabling you ultimate flexibility to choose the data that the API returns. Any attribute, badge or audience in the Customer Data Hub is now available to be programmatically accessed and used to power a real-time customer interaction.
On-demand, Real-time Performance
By composing your own bespoke APIs, you narrow in on just the data you need to power the case case you’ve defined. This narrowing is a boon for performance. Moments API has been benchmarked at response times of 40 – 60 milliseconds for payloads under 1kb. This means you can add extra insight to any customer experience interaction without the drawback of slowing things down. This means you can engage customers in the exact instant that is most important on the customer journey— while they are actively engaging with your brand, without any preconditions. No prior event required, no active session required, can be used on web and beyond, just available on demand.
Composability: Ten “Engines” by Default
An “Engine” is an instance of the API configured to return exactly the data you want (such as whether they’re a VIP, the last product they viewed, etc). By default, Moments API customers get 10 Engines that can be configured exactly to specification for their use case requirements. Want to use an Engine to control access to data geographically? Sure. Want to use 1 Engine to power 2 different use cases? Up to you. Want to limit the Engine to just one tiny data point for maximum speed, security, and control? The flexibility is there for you.
Collect It If You Need It
The full beauty of Moments API is only realized when you consider it within the context of the whole Tealium Customer Data Hub and your tech stack. Tealium not only gives you Moments API for real-time access, but this API is attached to an industry-leading data collection platform. That means that not only is this rich customer view more accessible than ever before, but if the data isn’t already there you have the tools to collect it. That means your data destiny is entirely in your hands. With Tealium complementing your data warehouse and other centers of data gravity in your tech stack, you simply won’t run into ceilings using your organization’s data in the way that you see fit.
Want all the nitty gritty details? Check out the API documentation here for full details
Moments API Use Cases
What can you do with all this data at your fingertips? A lot. And finally in ways that are only inhibited by your imagination.
First page personalization and beyond
Imagine if you could quickly identify your most important customers when they first show up on your website or app? Do you think you could improve their customer journey a little bit? Could you shorten their time to conversion? Moments API gives you the power to do exactly that. Combine current context with historical insights to deliver an experience that not only makes them more satisfied and loyal, but also increases their lifetime value. Cross-sell VIPs on the next best offer, right from the first page view. Give customers who are paying their bill another path to conversion leveraging all your insights when they first show up. Make sure every offer is relevant, right from the first interaction of an engagement.
Augment AI (and other applications) with in-the moment customer context
With all of the recent news on AI, you’d think there’s no limit to its application to CX. In a lot of ways, that’s right. However, in one key way it’s not. It’s often the case that AI does not have access to in-moment context of a customer interaction or full access to the context of the whole customer relationship. This severely limits the value of the intelligence that AI can deliver. And this gap is exactly what Moments API and the Tealium Customer Data Hub addresses . Moments API can be used to deliver extra intelligence and context in-the-moment to improve the output of LLMs, AI agents, and other AI applications.
Customer Service
When resolving a customer issue, the current context almost always holds the keys to the solution. With real-time data at your fingertips, contextual insights into what a customer has most recently been doing or having issues with is often the key to minimizing time to resolution. With Moments API giving insights into actions, attributes, up-to-the-moment badges, and audience membership, customer service can be as painless as possible.
Use Your Imagination
The configurability of Moments API combined with the real-time data collection power of the Customer Data Hub is like a true wild card. It’s almost impossible for us to envision all the creative ways that pulling a real-time insight on demand will drive customer experiences to new levels for our customers. So go ahead and use your imagination for what this might make possible for your organization’s tech stack, and we’d love to help make it a reality.
How to Get Started with Moments API
Moments API is now generally available. Moments API requires Tealium AudienceStream as that is the product used to create the customer profiles accessed by Moments API. If already using AudienceStream, that gives you the quickest path to seeing how Moments API can benefit your organization.
For current customers, we encourage a trial of Moments API. This trial is a limited time test of the functionality of Moments API, so you will want to have your use case defined, including the data that will be accessed during the trial and how that data will be used. You will want to have the data available (collected), and developer resources to build the functionality to access and use the data.
Did you know we’re offering trials for Tealium customers? Talk to your Customer Success Manager to get started.
If you aren’t already a Tealium customer, you can contact us here to talk about how Moments API and the Tealium Customer Data Hub may be valuable for your business.
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