Introduction
Tealium’s platform enables seamless customer data orchestration through three core capabilities: Events, Functions, and Attributes. These components work together to capture, process, and enrich data in real-time, empowering businesses to drive personalized experiences, AI applications, and data-driven decision-making—all while ensuring compliance and accessibility.
Tealium Events: Capturing Customer Interactions
What Are Tealium Events?
Tealium Events are consented user interactions captured across websites, mobile apps, and engagement channels. These interactions include page views, clicks, form submissions, video views, and more.
Key Benefits:
- Provide insights into user behavior and engagement.
- Enable real-time data activation without complex IT dependencies.
- Managed via a no-code interface, making event setup and modification accessible to non-technical teams.
Tealium Functions: Real-Time Data Processing
What Are Tealium Functions?
Tealium Functions is a serverless data stream processing environment where developers can apply custom JavaScript logic to transform, clean, and enrich data before it’s activated.
Use Cases:
- Categorize users based on engagement frequency.
- Compute cart values and trigger personalized messaging.
- Call external AI models for fraud detection, propensity scoring, or next-best-action insights.
Advantages:
- Eliminates reliance on third-party transformation tools.
- Enables real-time data manipulation without engineering delays.
- Future-ready for natural language-driven function creation.
Tealium Attributes: Dynamic Customer Profiling
What Are Tealium Attributes?
Attributes define user characteristics such as demographics, behavior, and transaction history. These are dynamically updated as new events occur, enabling precise segmentation and personalization.
Examples of Attributes:
- Badges: Identifying VIP customers based on lifetime purchase value.
- Metrics: Tracking cart abandonment trends and customer lifetime value.
- Tallies: Counting engagement actions like repeat visits or high-intent behaviors.
Why Use Tealium Attributes?
- Enables real-time, in-the-moment customer segmentation.
- Supports no-code management, making updates easy and scalable.
- Ensures all attributes are calculated and resolved in under 200ms.
Real-World Applications
By leveraging Events, Functions, and Attributes, businesses can unlock powerful use cases, including:
- AI-Ready Data Streams: Capture consented engagement data, obfuscate PII, and feed clean data to AI/CDW applications for advanced insights.
- Personalized Product Recommendations: Track user interactions, determine preferences using Functions, and store preferences as Attributes for real-time personalization.
- Cart Abandonment Recovery: Identify abandoned carts, calculate cart value via Functions, and trigger automated recovery messages for high-value customers.
- Customer Lifetime Value Scoring: Aggregate total purchases, assign high-value badges, and deliver personalized rewards for loyal customers.
Conclusion: Turning Data Into Action
Tealium’s intuitive, low/no-code UI democratizes customer data management, enabling businesses to activate insights without extensive technical resources. With real-time data capture, transformation, and profiling, organizations can deliver personalized experiences, optimize AI applications, and enhance overall data strategy efficiently. By integrating Events, Functions, and Attributes, Tealium empowers teams to turn raw data into actionable intelligence—driving better customer engagement and business growth
