Using Delayed Action Connectors in Tealium AudienceStream

Using Delayed Action Connectors in Tealium AudienceStream

Overview

Delayed Action Connectors in Tealium AudienceStream allow users to trigger events at specific time intervals after a visitor joins an audience. This feature is particularly useful for managing inactive visitors, triggering engagement campaigns, and automating time-based audience transitions.

How It Works

Data Flow in AudienceStream

Understanding the basic order of operations and flow of data in AudienceStream is critical:

1. Event Processing: When an inbound event is collected, it appears in Live Events and is processed.
2. Visitor Enrichment: Event-level data is converted into visitor-level data.
3. Visitor Stitching: If a visitor ID is detected and associated with an existing profile, the profiles are merged.
4. Audience Evaluation: Business rules configured in AudienceStream are applied to determine audience membership.
5. Connector Execution: Connector actions configured in AudienceStream are triggered.

Key Considerations

• Event Requirement: AudienceStream does not update audience membership without an inbound event.
• Visitor Profiles on Audience Removal: Removing a visitor from an audience does not delete the visitor profile.
• Delayed Webhook Triggering: Webhook connectors using the Tealium Collect API can be set to fire events at a future date to update visitor profiles.

A delayed connector action in Tealium AudienceStream allows you to schedule an event or audience-triggered action to execute after a set period rather than immediately.

This is useful for scenarios requiring progressive engagement strategies—like purchase follow-up, subscription lifecycle management, etc.

Use Case: Managing Inactive Visitors

A common challenge is handling inactive visitors who no longer meet the criteria for their current audience but do not generate events that would trigger a visitor profile update.

Solution: Triggering Events via Webhooks

To transition visitors between audiences based on time, a connector can be configured to:

• Send an event via the Tealium Collect API at a specified delay (e.g., 30 days after audience entry).
• Update the visitor profile, triggering audience rules and badge updates.
• Move the visitor into a new audience and/or remove them from an existing one.

Example: Subscription Lifecycle

1. Day 0: A visitor subscribes to a newsletter.
2. Day 30: A webhook triggers an event, updating the profile.
3. Profile Update: The event triggers an Audience Rule that causes the visitor to lose the “New Subscriber” badge and move to a “Regular Subscriber” audience.
4. Subsequent Actions: Further webhooks could be set up to trigger engagement campaigns or re-engagement emails at 60 and 90 days, as-needed.

Configuring Delayed Action Connectors

Steps to Set Up a Delayed Webhook Connector

1. Navigate to Audience Connectors in Tealium AudienceStream.
2. Select “Webhook Connector”
3. Select Your Audience on which the delayed action should take place.
4. Set Delay Timing:
   • Choose “End of Visit” as the trigger point.
   • Configure a 30-day delay before execution.
5. Configure a POST request to the Tealium Collect API.
6. Define the JSON Payload:

   {
     "tealium_account": "{{your_tealium_account}}",
     "tealium_profile": "{{your_tealium_profile}}",
     "tealium_event": "30_day_subscription_check",
     "customer_email": "{{email}}"
   }
   

7. Save and Publish the AudienceStream profile.

Visitor Profile Stitching Considerations

• A known identifier (e.g., email, customer ID) must be included in the webhook payload.
• Anonymous visitors may not be eligible for delayed actions without a persistent identifier.

Advanced Use Cases

Progressive Audience Engagement

For scenarios requiring staged engagement:

• Day 7: Send a product care guide.
• Day 30: Offer a complementary product recommendation.
• Day 60: Re-engagement offer if no further purchases.

Suppression and Retargeting

• Immediately after purchase: Suppress retargeting ads.
• After 60 days: Resume targeting for repurchase.

Summary

Delayed Action Connectors in Tealium AudienceStream provide powerful automation for audience transitions and engagement. By leveraging webhook triggers and delayed execution, businesses can optimize audience management, maintain data accuracy, and drive targeted marketing campaigns.