The Tealium Tech Stack: Revisiting Our 2017 MarTech Conference Stackies Graphic
MarTech West 2018 is coming up April 23 – 25 in San Jose, CA. Visit us at booth #316 for a complimentary strategy session and a chance to win an Apple Watch. Also, check out the session by Tealium customer Providence St. Joseph Health’s Madelyn Mills about “Harnessing Consumer Data to Treat Patients Like Humans and Not Devices” at 2:30 pm on Wednesday, April 25th.
As a technology provider that frequently connects other pieces of technology, we frequently get asked about how our own tech stack fits together. With the 2018 Stackies competition slated to announce winners during the MarTech Conference April 23 – 25, we thought it would be fun to revisit our tech stack as illustrated in our Stackies entry from last year.
We illustrated our stack from the perspective of a typical customer journey with a particular emphasis on how the data flows through the stack (view full size):
A Customer-Centric Marketing Stack
Tealium uses both internal, foundational technologies (on the right) and technologies that execute contextual customer engagement (on the bottom) to support the customer journey. Even though customers don’t directly interact with each system, it’s critical that these systems are seamlessly integrated for our organization to provide a fully consistent and relevant customer experience.
The Customer Data Hub enables this seamless integration across the tech stack, powering customer engagement execution to make the journey more complete and consistent. The CDH serves to collect, enrich, unify, and activate data in real time across all foundational and engagement systems.The Customer Data Hub enables this seamless integration across the tech stack, powering customer engagement execution to make the journey more complete and consistent. The CDH serves to collect, enrich, unify, and activate data in real… Click To Tweet
We broke down the technologies in our stack between technologies that execute customer engagement and then the foundational technologies that are used to either inform or operationalize that execution:
Customer Engagement Technologies
These technologies (at the bottom) are used to directly engage customers along their journey. The vendor logo is placed on the customer journey where the technology is most greatly utilized (vendors are typically used across more than 1 stage). The color of the line indicates where that technology is visualized in the customer journey graphic. And the length of the line indicates the stages of the customer journey that technology touches.
These technologies support the entire customer journey, but are primarily internal tools. The CDH connects these technologies (via data) to the customer journey to fill gaps and improve engagement.
With an average enterprise leveraging 91 marketing cloud services, tech stacks such as these are commonplace and benefit greatly from a Customer Data Hub.