GDPR Compliance

The data governance opportunity from the General Data Protection Regulation and what to do about it

The is European legislation meant to consolidate data privacy regulations across Europe. Despite being based in the EU, GDPR requirements affect companies worldwide who are doing business in the EU or monitoring the behavior of EU citizens. Companies found in non-compliance are subject to administrative fines of €20mil or 4% of worldwide revenue, whichever is greater.

In the News:

CDO Trends: GDPR Can Make Data Sharing, AI a Minefield

CMSWire: Now’s the Time for Marketers to Embrace Zero-Party Data

JD Supra: China’s GDPR is Coming: Are You Ready?

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Advertising

It Was Never First-Party vs Third-Party Data

The industry turned data strategy into a loyalty test: first-party good, third-party suspect. That distinction tells us surprisingly little about why a campaign performs. The more useful question is whether different sources can be connected to the same person and used responsibly to make better decisions. In 2024, I worked with a national Medicare organization […]

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Customer Data Platform

What does your customer view actually need? A look into the Enterprise Martech Outlook

A customer once told me they needed to run an abandoned-cart campaign. The catch was that they had about three minutes to act. Once someone left their app, that person could be buying lunch somewhere else within three to five minutes. An offer arriving an hour later would miss the mark entirely. A business can […]

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Artificial Intelligence

Real-time Next Best Action with Jev and Tealium Functions

Real-time customer decisioning has long involved tradeoffs among speed, flexibility, and cost. Large language models can reason over detailed customer profiles, but invoking one for every event adds cost and latency. Traditional ML models offer fast, predictable inference, but typically require training for each decision and a deployed serving endpoint. An alternative is to ask […]

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Artificial Intelligence

Choosing Where Inference Runs: A Practical Cost Model for Real-Time Customer Context

A customer score has value when it changes a decision. A score calculated in advance, stored for days, and never used still consumes compute and creates data that your teams must retain and govern. As customer experiences move closer to real time, the design question is no longer just which inference to run. It is […]

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Partners

A New Front Door for Discovery is Opening. Introducing ChatGPT Pixel and CAPI

For years, discovery started in a search box. You had a question, typed it into Google, compared a few results, and eventually landed on someone’s website. More of that now happens in a chat window. People describe a problem, ask follow-up questions, and narrow their options, sometimes without ever seeing a results page. With ads […]

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Customer Data Platform

CDP vs Data Warehouse: What’s the Difference?

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Data Governance: Reduce GDPR Risk & Improve Marketing Effectiveness

The GDPR is another reminder of how marketers, and businesses overall, need to improve their management of sensitive customer data. While market leaders have adopted a unified approach to data governance as a strategic initiative to improve marketing relevance and timeliness, the vast majority of companies are stuck managing data inside departmental or technological silos that create risk and uneven experiences. Ironically, this new regulation might be just the compelling event that will propel marketers to truly become data-driven, simultaneously allowing for data security measures and increased marketing effectiveness.

Given our unique position in the data supply chain, having Tealium as a trusted partner builds confidence in your business’ ability to appropriately and legally manage data, while significantly reducing your reliance on your digital marketing and analytics vendors to adhere to privacy standards.

Need Help Trying to Figure Out What GDPR Means for Your Business?

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