Tealium Transforms Marketing by Enabling Any Company to Build its Own Marketing Cloud
Data layer wizard headlines list of new capabilities enabling companies to unify their marketing applications and data, drive more profitable cross-channel customer interactions
SAN DIEGO, CA (June 11, 2014) – Tealium, the global leader in enterprise tag management and solutions that power real-time unified marketing initiatives, today announced the launch of new capabilities enabling any company to build its own marketing cloud so it can drive more profitable and personalized cross-channel campaigns in real-time. The launch includes the industry’s first data layer wizard, which makes creating the most strategic layer in the digital marketing technology stack easier than ever. Tealium made the announcement in connection with its appearance at IRCE (Booth #545), scheduled for today and tomorrow in Chicago, and ahead of Digital Velocity Europe 2014, the company’s European user conference scheduled for tomorrow in London.
Today’s marketers are challenged with figuring out how to navigate an increasingly complex technology landscape, which includes more siloed applications and fragmented data than ever before. As marketers rely more and more on marketing clouds such as those offered by Adobe, Oracle and Salesforce, the need for greater flexibility grows as marketers work to unlock the best ROI possible. Through market-leading Tealium® solutions, organizations can mix and match any digital marketing technology, whether from proprietary marketing clouds, or from thousands of best-in-class point providers. New capabilities include:
- Data Layer Wizard—The wizard guides users through an intuitive, step-by-step process for creating a comprehensive data layer, resulting in a common language to fuel all vendors. This makes the unification of data and applications easier and helps drive more personalized, real-time cross-channel experiences. The wizard enables users to quickly build a robust and structured data layer based on the most commonly used data sources, as well as Tealium best practices. The data sources are grouped into bundles spanning a variety of uses, from e-commerce to mobile apps, as well as for platforms such Demandware, Magento, and others. Tealium helped pioneer the data layer in 2011, and many of its executives were at the forefront of tag-based data collection as executives at WebSideStory, a web analytics leader that is now part of the Adobe Marketing Cloud via an acquisition by Omniture.
- Site Scanning Tool—Site Scan performs an instant page-by-page website scan to ensure that Tealium is properly deployed on all the right pages, and that Tealium is effectively managing all data-collecting vendor tags as required. The scanning tool can also pinpoint orphaned tags still present on the site, but not managed within the Tealium solution. These orphaned tags—often forgotten by marketing and IT staff—can cause data leakage and degrade site performance.
- Nearly 700 Vendor Tag Integrations—Tealium now has 693 digital marketing vendor tags seamlessly integrated into its tag marketplace. These integrations make adding a new marketing solution, and the construction of a custom marketing cloud, incredibly easy. Users simply search for a vendor within the marketplace, click on a logo, add some configuration details, and hit publish. The tag is instantly deployed without ever touching a web page, or tying up costly technical resources.
- Data Connectors with Major Cloud Vendors— Connectors provide seamless data integrations with major digital marketing vendors so marketers can take real-time action on key audience segments. Tealium has certified data integrations with several major marketing cloud providers, including Oracle Responsys, Silverpop (recently acquired by IBM), and StrongView, with more on the way. The data connectors enable marketers to close the “action gap” and fuel the performance of their new and existing solutions.
Andrew Jones, Senior Analyst, Altimeter Group
“The data layer has become a foundational element of digital marketing. It enables organizations to gain greater value from their existing marketing technologies, as well as enhance coordination between those applications. This makes for a more unified marketing technology infrastructure, which opens up a lot of exciting possibilities for marketers.”
Mike Anderson, CTO and Co-Founder, Tealium
“These new capabilities provide a key foundation for any business to easily create its own marketing cloud and better maximize its marketing investments and ROI across the board. Through the Tealium platform, marketers can get their marketing applications working together for the first time and effectively end what has been a siloed and fragmented approach to digital marketing for the last 15 years.”
Joe Lucas, Director of Digital Marketing & Demand Generation, InsideView
“Marketing is currently trying to manage about the same number of solutions as engineering, but our marketing organization is much smaller and not technical in nature. Tealium helps us manage and maximize our entire digital marketing technology stack in a very efficient, controlled way. We look forward to building out our marketing cloud and leveraging the synergies that Tealium provides.”