Delivering Personalized Content through your CMS with Tealium

Pain Point
CMS require timely delivery of customer attributes to execute personalized experiences in real-time. For example, a returning shopper who previously purchased in-store might see complementary products prioritized on the homepage of their next website visit. Benefit providers can surface relevant wellness articles to members based on their benefit plan when accessing their account portal. Experiences could also be keyed off insights from modeled data, such as choosing to display cross-sell or support content based on the latest sentiment score for the user. These types of experiences aren’t possible unless the CMS knows who the visitor is and what matters to them—right now.

Overview

Tealium offers flexible and highly performant methods for interacting with your Content Management System (CMS). This guide outlines the key integration options that apply to any CMS working with Tealium and how to leverage the Tealium Data Layer Enrichment API and Moments API to deliver personalized content delivery through your CMS.

Tealium interacts best with CMS platforms via front-end data layer interactions or direct API requests. This approach allows for greater adaptability across different CMS implementations.
The following integration methods apply to any CMS where Tealium is installed.

Integration Options

Tealium Data Layer Enrichment

Tealium Data Layer Enrichment (Requires a Tealium installation using JavaScript and a user session to be initialized.)

• After a visitor triggers an event on your site, use the Data Layer Enrichment API to retrieve the visitor profile. API visitor data is available for two minutes after the last activity within a visit is received as an AudienceStream event.
• This API returns all visitor profile attributes, and can have exacting values for specific offers or contexts for your CMS to execute following user login.
• The return payload can be delivered through Tealium’s Collect Tag or via direct API request.

Key Benefits:

• Returns a complete visitor profile with audience memberships and attributes.
• Can be used to power personalized content and recommendations.
• Best suited for scenarios, such as next page personalization, where an active user session is available.

Tealium Moments API

Tealium Moments API (Retrieval API, no existing session required)

• Make a request to the unique Moments API endpoint for visitor data. The Tealium Moments API configuration lets you define the specific attributes to return, so that the API sends a real-time, streamlined response back to your app/client.
• Moments API returns visitor profile attributes similar to Data Layer Enrichment, but can be further optimized for speed and retrieval as it does not require an active user session to call Moments.
• The CMS can trigger an API call to the Tealium Moments API to receive visitor data upon the user accessing the website. Though depending on your specific use-case, you may need known identifiers exposed if you wish to call Moments API with them (i.e. email address).

Key Benefits:

• Direct server access and can be used in cases where a session is not yet established.
• Returns a streamlined set of visitor attributes as specified in the Moments API configuration.
• Effective for personalization use cases that do not rely on previous event-based interactions.
• Ideal for first-page personalization.

CMS Personalized Experience

Once the CMS receives a response from Tealium, it can leverage the enriched visitor data to deliver personalized content. The response can contain audiences, badges, and visitor attributes:

Below are code examples for each Tealium Moment’s API or Data Layer Enrichment, note you do not need to use both, but one or the other. The underlying outputs (customer profile data) is the same in either case, it’s simply the method that differs.

Moments API Response

{
    "audiences": [
        "Insurance Offers", 
        "Product Offers"
    ],
    "badges": [
        "13",
    ],    "properties": {
        "5050": ""
    },
    "flags": {
        "5052": false
    },
}

Data Layer Enrichment Response

{
        "audiences" : [
            {
                "id" : "myaccount_main_101",
                "name" : "Sample Audience"
            }
        ],
        "badges" : [
            {
                "id" : 5113,
                "name" : "Cart abandoner"
            },
            {
                "id" : 31,
                "name" : "Frequent visitor"
            },
            {
                "id" : 30,
                "name" : "Fan"
            }
        ]
    }

Use these attributes to create a tailored and dynamic experience in your CMS—whether it’s surfacing personalized offers, modifying content based on behavioral flags, or adjusting UI components in real time.
Following these integration patterns, developers can ensure seamless, scalable personalization across any CMS environment. Whether your goal is targeted marketing, dynamic content updates, or user experience optimization, Tealium provides the flexibility to make it happen.

By integrating Tealium with your CMS using either the Data Layer Enrichment API or the Moments API, you unlock real-time access to rich visitor profile data that can drive personalized content experiences from the very first page load. Whether you’re optimizing for logged-in users with active sessions or delivering targeted content to first-time visitors, Tealium offers developers the flexibility and control to meet personalization requirements across a wide range of CMS architectures.

These approaches not only streamline how data is accessed but also empower your CMS to act on it—ensuring faster time-to-value and a more relevant customer experience from the moment a user lands on your site.