--- title: "Enrichment & Orchestration" id: "91835" type: "page" slug: "enrichment-orchestration" published_at: "2026-04-27T19:45:14+00:00" modified_at: "2026-04-27T22:40:19+00:00" url: "https://tealium.com/platform/enrichment-orchestration/" markdown_url: "https://tealium.com/platform/enrichment-orchestration.md" --- 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](https://tealium.com/lp/demo-request/) [Review Your Data Flow Architecture](https://tealium.com/resource/webinar/data-collection-to-activation/) ## 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. ### 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. ## 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 ### 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. ## Teams That Turned This Layer Into Speed 2.5M+ anonymous visitors identified. 300K+ new addressable customers. 21% uplift in basket-abandonment win-back. Scaled across 9 international markets with a lean team. 57% increase in user recovery from abandoned bookings. 12% sales lift from CDP-powered retargeting flows. ## 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. Compare Tealium. ## Why One Platform Replaces Five Tools ### 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](https://tealium.com/lp/demo-request/) [Launch a Self-Guided Demo](https://tealium.com/customize-your-tealium-demo/)