Tealium
GDPR Compliant MarTech for Enterprises

New data laws and regulations have led to a mélange of obscurity in the way organisations use their consumer data to drive better business value. Lawmakers are coming down heavily on firms, probing them to protect users’ confidential credentials and uphold their right to privacy. Such an evolution of norms and benchmarks paved the way for Tealium—a San Diego-based firm—to develop solutions for enterprises to build a data supply chain for audience and event data that is compliant with GDPR stipulations. The solutions also offer information security and data management capabilities by leveraging a myriad of cutting-edge technologies. Under the “Universal Data Hub (UDH)” product suite, the company offers clients its Tealium iQ Tag Management, EventStream, AudienceStream CDP, and DataAccess that enrich the dossiers of input about consumer data and prepare clients for analytics-driven marketing initiatives. Tealium products are built on a 'privacy by design' ethos and include privacy and consent management tools.

Tealium iQ, the company’s first product, a Tag Management Solution (TMS) enables organisations to centrally manage data collection and delivery via client-side integrations (tags). Tealium EventStream, allows for this same data collection and delivery power via server-side integrations (APIs and webhooks).

These tools create operational efficiencies deploying technology, more effectively manage customer privacy and consent across the entire tech stack, and drive digital transformation by orchestrating customer data across teams, technologies, and customer touchpoints. The standardized event data is then utilized in AudienceStream, a customer data platform, which enriches and transforms the data, creates segmented audience groups, and develops compliant standards. The final piece of the UDH is DataAccess, a data management suite of solutions that offers a clean, fully correlated and enriched dataset for organisations to leverage for business intelligence or other enterprise data initiatives. It gives organizations direct access to a rich and clean source of customer data, which can then be made available for instantaneous use in other applications. All of these products form the all-encompassing Universal Data Hub, which also features tools and applications that clients can employ to enhance the efficiency of data management further.

The Tealium Universal Data Hub can be used to collect, enrich, and take action on consumer data, enabling clients to make better business decisions that provide end-users with engaging experiences. “We aid businesses in becoming GDPR compliant and improving user experiences by comprehending relevant consumer data,” says Lindsay McEwan, VP and Managing Director, EMEA at Tealium. To achieve this, Tealium utilises over 1000 turnkey integrations that are compatible with a variety of operating systems for data aggregation. Business owners that approach Tealium are given a choice to either use these solution sets individually or as a complete portfolio, based on their requirements.

Tealium has scripted a variety of success stories across different industries in the enterprise space. The company aspires to be the torchbearer in providing organisations with the ability to capture valuable data and use it to drive business operations. Tealium’s efforts of continually developing new solutions centered on their customers’ needs mark the advent of newer branding and advertising capabilities in the marketing technology landscape.