Enrichment & Orchestration

Enrich, Orchestrate, Govern. In One Layer.

Run serverless functions, enrich profiles with live business logic, store raw and structured data, monitor every flow, and enforce consent centrally, all on one layer.

Get a Demo Review Your Data Flow Architecture

Trusted by 850+ Enterprise Customers.

Trusted by teams who build custom logic in hours, not quarters.

Collection Sends Data. Activation Receives It. The Real Work Happens in Between.

Raw events land in your stack every second.

None of them carry a lifetime value calculation, a churn signal, a consent decision, or a custom routing rule on their own.

Every missing piece is a ticket, a workaround, or a privacy risk.

The Layer That Makes Customer Data Operational

Tealium is the customer data orchestration platform.

Enrichment and orchestration is where events become usable. Serverless functions add custom logic. Enrichments turn events into live customer context.

Storage keeps raw and structured data governed. Dashboards surface the health of every flow. And consent enforcement lives in one place, separate from the business rules it protects.

Data Orchestration

Extend With Custom Logic

Write serverless JavaScript to transform events, enrich payloads, call external APIs, and route to custom destinations, without provisioning infrastructure.

Turn Events Into Live Customer Context

Calculate lifetime value, churn signals, category affinity, and VIP status through enrichments that update profiles the moment new data arrives.

Store Data Your Way

Keep raw semi-structured data for replay and ML alongside structured SQL-ready data for BI, under one governance model and one retention policy.

See Every Flow in One Place

Embedded dashboards visualize data volume, quality, action success rates, and audience health so your team watches data operations like engineers watch a stack.

Keep Large Implementations Organized

Classify and filter data sources, feeds, attributes, and specs by region, team, use case, or privacy scope as implementations grow past thousands of elements.

Enforce Consent Centrally

Block-by-default consent rules run independent of business logic, so privacy changes flow across event-level activations without rewriting every audience.

How it Fits Together

The same event can trigger an enrichment, hit a serverless function, update a profile attribute, fire a dashboard alert, and pass through consent orchestration on its way to activation.

Step	Stage	What happens	Key elements
1	Incoming event	A web, mobile, or server-side event arrives with its consent state attached.	Web • Mobile • Server
↓
2	Enrichment, function & consent check	Business rules recalculate profile context. Functions call external APIs. Consent rules decide what can fire.	Rules • APIs • Consent
↓
3	Profile update, storage & visibility	The profile updates live. Raw and structured copies land in storage. Dashboards see the flow in real time.	Live • Raw • Structured
↓
4	Downstream action	Only the data consent allows reaches its destination, carrying the enriched context each downstream system needs.	Consent-gated • Enriched

What Teams Build With This Layer

Query External Systems at Event Time

Call a CRM, recommendation engine, or internal API from a serverless function to enrich a payload before activation.

Calculate Live Profile Fields

Build enrichments that compute lifetime value, category affinity, or VIP badges as new events arrive, written back to the profile.

Watch Data Operations in Real Time

Dashboards flag action failure rates, audience drops, and event-volume anomalies before a business report catches them.

Govern Implementations by Team and Region

Classify sources, attributes, and feeds by market, business unit, or privacy scope to keep configuration navigable at enterprise scale.

Push Profile Context Back to the Data Layer

Send server-side profile attributes back to the web data layer so onsite personalization runs on context the browser could not calculate alone.

Enforce Consent Once, Not Everywhere

Centralize consent orchestration so purpose changes flow across event-level activations without touching audience or workflow logic.

What You Get, Role by Role

Marketing

Data & Analytics

Engineering & Architecture

Privacy & Compliance

Ship Logic Without a Ticket

Build custom flows, calculate profile context, and route to any destination through a visual interface, with serverless functions when code is needed.

Historical Access and Operational Visibility in One Place

Raw and structured storage for long-term analysis. Dashboards for data quality, action success, and audience health in real time.

Extend the Platform Without New Infrastructure

Run serverless JavaScript for transformations, external lookups, and custom destinations without standing up another runtime.

Enforce Consent Structurally

Centralized, rule-based, block-by-default consent orchestration runs separate from every audience rule and every workflow.

Why Teams Pick Tealium

Extend Without New Infrastructure

Serverless functions run on Tealium-managed infrastructure so engineering does not maintain another runtime.

Build Context Into the Platform

Attributes and enrichments are the operating model, not a transformation tool routed through external services.

Watch Data Operations in One Place

Operational dashboards and customer analytics live inside the same platform your team already uses.

Centralize Consent, Not the Rest

One rule set runs before every event-level activation. Business logic stays clean.

Organize Implementations That Keep Growing.

Classification, permissioning, and environment controls keep hundreds of sources navigable as the implementation scales.

Why One Platform Replaces Five Tools

Capability	Point Tools	Warehouse-Only	Tealium
Custom Logic	Separate transformation tool	SQL or external workflow	Serverless functions inside the platform
Profile Context	External model pipeline	Precomputed tables	Live enrichments on arrival
Storage	Not included	Core capability	Raw and structured under one governance model
Observability	Separate BI tool	Warehouse-native only	Embedded dashboards for operations and customer behavior
Implementation Governance	Manual	Not scoped	Classification, permissioning, environments
Consent Enforcement	Separate CMP + manual rules	Manual	Centralized across event-level activations

Can't We Build This Ourselves?

You can.

Teams that do end up maintaining a transformation tool, a dashboard tool, a storage layer, and a consent-enforcement service, each with its own integrations and its own handoffs.

Tealium runs all of it on one layer, with the same connectors feeding the same profiles and the same governance model. Alaska Airlines stood up a custom personalization integration in a day. Meridian Energy queried third-party APIs in hours.

Your Data. Your Demo.

See the Layer That Makes Your Customer Data Operational

Walk through a live enrichment, function, and consent flow with a Tealium architect on your own stack.

Get a Demo Launch a Self-Guided Demo

Built for Enterprises. Proven by Results.

22%

Real-time AI powered by Tealium

Spark New Zealand
Snowflake, and Spark's decisioning engine. Trigger to decision to activation in under 300 milliseconds.

Read the case study →

54%

More Call-to-Lead Conversion

Legal & General
Real-time identity resolution and activation drove measurable engagement lifts in a regulated financial-services environment.

Read the case study →

57%

More User Recovery From Abandoned Bookings

Iberia
Unified CRM, transactional, and behavioral data into one customer view. 12% sales lift from retargeting flows.

Read the case study →

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Enrich, Orchestrate, Govern. In One Layer.

Run serverless functions, enrich profiles with live business logic, store raw and structured data, monitor every flow, and enforce consent centrally, all on one layer.

Trusted by 850+ Enterprise Customers.

Trusted by teams who build custom logic in hours, not quarters.

Collection Sends Data. Activation Receives It. The Real Work Happens in Between.

Raw events land in your stack every second. None of them carry a lifetime value calculation, a churn signal, a consent decision, or a custom routing rule on their own. Every missing piece is a ticket, a workaround, or a privacy risk.

The Layer That Makes Customer Data Operational

Data Orchestration

Extend With Custom Logic

Turn Events Into Live Customer Context

Store Data Your Way

See Every Flow in One Place

Keep Large Implementations Organized

Enforce Consent Centrally

How it Fits Together

What Teams Build With This Layer

Query External Systems at Event Time

Calculate Live Profile Fields

Watch Data Operations in Real Time

Govern Implementations by Team and Region

Push Profile Context Back to the Data Layer

Enforce Consent Once, Not Everywhere

What You Get, Role by Role

Ship Logic Without a Ticket

Build custom flows, calculate profile context, and route to any destination through a visual interface, with serverless functions when code is needed.

Historical Access and Operational Visibility in One Place

Raw and structured storage for long-term analysis. Dashboards for data quality, action success, and audience health in real time.

Extend the Platform Without New Infrastructure

Run serverless JavaScript for transformations, external lookups, and custom destinations without standing up another runtime.

Enforce Consent Structurally

Centralized, rule-based, block-by-default consent orchestration runs separate from every audience rule and every workflow.

Why Teams Pick Tealium

Extend Without New Infrastructure

Build Context Into the Platform

Watch Data Operations in One Place

Centralize Consent, Not the Rest

Organize Implementations That Keep Growing.

Why One Platform Replaces Five Tools

Can't We Build This Ourselves?

See the Layer That Makes Your Customer Data Operational

Walk through a live enrichment, function, and consent flow with a Tealium architect on your own stack.

Built for Enterprises. Proven by Results.

22%

Real-time AI powered by Tealium

Spark New ZealandSnowflake, and Spark's decisioning engine. Trigger to decision to activation in under 300 milliseconds.

Read the case study →

54%

More Call-to-Lead Conversion

Legal & General Real-time identity resolution and activation drove measurable engagement lifts in a regulated financial-services environment.

Read the case study →

57%

More User Recovery From Abandoned Bookings

Iberia Unified CRM, transactional, and behavioral data into one customer view. 12% sales lift from retargeting flows.

Read the case study →

Raw events land in your stack every second.

None of them carry a lifetime value calculation, a churn signal, a consent decision, or a custom routing rule on their own.

Every missing piece is a ticket, a workaround, or a privacy risk.

Spark New Zealand
Snowflake, and Spark's decisioning engine. Trigger to decision to activation in under 300 milliseconds.

Legal & General
Real-time identity resolution and activation drove measurable engagement lifts in a regulated financial-services environment.

Iberia
Unified CRM, transactional, and behavioral data into one customer view. 12% sales lift from retargeting flows.