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Better Together:
Tealium + Pega

Tealium partners with Pega to help brands use omni-channel consented first-party data and AI-powered decisioning to deliver relevance and empathy during every customer interaction. 

Combining The Power Of a Real-Time Customer Data Platform With AI-Powered Decisioning

User expectations around privacy, AI and personalized experiences are rising as people demand more transparency, choice, and control over how their online data is used. Global data privacy regulations require brands to have user consent for any data collected.

Brands need the right tools to meet ever-changing regulations while ensuring the ethical use of AI and customer data to earn and maintain their customers’ trust. This leaves digital marketing teams facing new challenges in the way they collect and activate customer data, and more importantly, it changes how they personalize, automate and orchestrate their campaigns. 

Why Pega and Tealium?

With over 1,300 turnkey integrations, Tealium identifies and curates behavioral data from online and offline channels – all while being compliant with PII laws & GDPR regulations.


With Tealium's Customer Data Platform and Pega Customer Decision Hub™, you'll use first-party behavioral data and AI-powered decisioning to deliver relevant, empathetic, and contextual next best actions during every customer interaction, across channels.

Sense Your Customer’s Needs

Customers are interacting with brands on more digital channels than ever before. Interactions across those channels are key for accurate predictions and decisions in Pega.


Tealium collects, organises and aggregates cross-channel customer signals in a 360° view. This data is seamlessly transferred to the Pega Customer Decision Hub in real-time, providing insight around an individual's propensities, behavior, and needs.

What Does This Mean for Your Business?

The recent advancements in AI have fundamentally changed Digital Marketing and will continue to do so in the coming years. Strategies to find the right audiences, target them with personalized messages across channels and leverage AI-powered decisioning in real-time need to evolve. To power privacy-centric AI in a world without third-party cookies, businesses need to start delivering a first-party driven approach. 

To do so, brands need to enhance their existing tools with AI capabilities that analyze that data and surface personalized and contextual insights to improve outcomes, benefiting both customers and brands. Combining the power of Tealium’s CDP with Pega Customer Decision Hub helps organizations optimize first-party data to glean a more holistic view of their customers, optimize interactions, and deepen relationships using explainable AI that has the customers’ best interests at the center.

What You Can Achieve

Market Leaders
1
Sense Your Customer’s Needs

Power your enterprise decisioning strategies with the customer data from across your enterprise. Enrich your decisions with deeper insights using data from all your digital channels - compliantly, cost-effectively and in real-time.
Leverage Tealium's powerful and highly configurable Single View of the Customer, to create customer profiles based on real-time events. Transfer this data seamlessly to the Pega Customer Decision Hub in real-time, providing insight around an individual's preferences, behavior, and needs.
2
Determine The Next Best Experience

Feed those insights into Pega’s always-on brain leading to a real-time view of the customer, and get prioritized engagement options and recommendations for a “next best experience” comprising of the best action, treatment and channel for each individual. These engagements are hyper-personalized and adapted to a customer’s unique needs in the moment of engagement with a brand.
3
Unify Your Customer’s Journey

Once the right action is calculated, deliver these messages to customers through connected channels. Engage customers on a one-to-one level on owned digital properties and ad platforms, as well as inform conversations with agents.
The result? Outstanding experiences, greater than ever customer loyalty, higher NPS scores, and increased conversion and retention.

What is the Pegasystems Customer Data Connector? 

The Pega Customer Data Connector bridges the market’s top data providers and Pega Customer Decision Hub – the always-on ‘brain’ centralizing AI-powered decisioning across inbound, outbound, owned, and paid channels. These connectors allow organizations to input their most valuable data sources – such as streams of raw event data or curated behavioral signals – into Pega’s real-time AI, then optimize customer interactions across their channels using next-best-action decisioning.

Determine The Next Best Experience

Using those insights, Pega's always-on brain gains a real-time view of the customer. It prioritises engagement options and recommends a "next best experience" comprised of the best action, treatment, and channel for each individual. These engagements are hyper-personalized and adapted to a customer's unique needs.

Once the right action is calculated, it is delivered to customers through connected channels. These experiences can engage customers on a one-to-one level on owned digital properties and ad platforms, as well as inform conversations with agents.

Pegasystem Connector in Tealium

Tealium helps companies manage, organize and activate their first-party customer data, build a centralized cross-channel profile and use it to deliver great customer experiences. It allows marketers to define audiences based on online and offline data by using rules as well as machine-learning. Pega’s accurate predictions of customer’s preferences and next best products rely on a good understanding of that customer and most recent interactions across all touchpoints. Tealium enhances Pega’s Customer Decision Hub by making it easy to connect this accurate and rich customer data to inform decisions and recommendations

The Pegasystems connector connects valuable customer data in two ways:
  1. Tealium and Pega share consolidated customer information based on a 360° view of the customer, aggregating all cross-channel signals in a standardized customer profile.

  2. Tealium streams customer interactions across web, app, call-center and other channels in real-time to Pega to provide in-the-moment context for decision making.

The out of the box connector maps specific data signals, attributes and/or custom audiences from Tealium into Pega’s customer profile, for use in predictive or adaptive modeling, engagement policy building, outcome weighting, or any other decisioning application. As data is collected by Tealium, those signals are immediately streamed into Pega through the connector, to refine customer predictions and update next best action decisions.

Using Pega Decisions Across The Whole MarTech tack

Tealium helps to make better use of Pega’s decisions and recommendations by connecting those via hundreds of out of the box connectors to the existing MarTech ecosystem of a brand. This allows to easily show the right content on the website and in mobile applications, just in the moment that the customer is interacting with them. Leveraging Pega’s customer intelligence together with Tealium’s out of the box connectors also makes it easy to encourage customers and prospects to re-engage with a brand via personalized customer communication. Tealium distributes this via owned channels like email and push notifications, but also Social Media and Online Advertising platforms like DSPs, Facebook, Google Ads, Youtube, Criteo, etc.

Tealium customers like Vodafone have explored how Pega’s decisions can be made available across channels via the Customer Decision Hub.

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9605 Scranton Rd. Ste. 600
San Diego, CA 92121
+1 (858) 779-1344
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9605 Scranton Rd. Ste. 600
San Diego, CA 92121
+1 (858) 779-1344
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