Data compliance and usage

This article describes data compliance as it pertains to General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) and how data is used, shared, and stored when using Tealium Predict.

CCPA and GDPR compliance

Tealium Predict uses the same data as the Tealium AudienceStream product. Your data is fully protected and is both GDPR and CCPA compliant, including advanced considerations such as opting in or out of automatic profiling.

For detailed information about Tealium Consent Management compliance and Consent Management tools, see Consent Management.

Data collection

The models you create are processed at the end of the session aggregation stage for every visitor at the end of each visit. This is the stage at which data used by Tealium Predict is collected. After collecting the data for a model, data is categorized as “per Visit” vs. “per Visitor” and a prediction percentage value between zero (0) and one (1) is assigned from this score.

Data usage, sharing, and access controls

All data related to Tealium Predict remains within the Tealium system and infrastructure, and is subject to the same Tealium security and privacy protocols. Data usage is consistent with your contracted terms for Tealium AudienceStream. Your data is only used for Tealium features. Data is not shared or sold, does not cross regions, and is protected by Tealium security and privacy protocols.

Visitor data usage

Model training in Tealium Predict is a continual and repeated process. For that reason, visitor data is not purged by default. There is always a need for new versions of visitor data to be trained and the data must therefore be available to retrain. After a successful model is deployed, the model degrades over time and must be refreshed with current visitor data.

For information about purging specific visitor data, contact your account manager.

Access controls

General use of Tealium Predict does not require a third party or other entity to access or view your data. For Tealium Predict packaging and services that include assistance with data readiness, the Tealium internal data science team has access to your models and training datasets to help ensure the quality of your machine learning models.

Data storage

Tealium Predict data is stored using S3 Server-Side Encryption (SSE) and strict Identity and Access Management (IAM) policies to ensure that only necessary internal services can access the data. The product is implemented on each of the Tealium regional infrastructures to ensure that none of your data changes regions during use. For example, if your Tealium account uses an Australia-based infrastructure, your usage of Tealium Predict occurs on that same infrastructure to ensure security.

Data retention

The length of time set to retain your data is up to you. You can set the retention and storage period when signing up to use the Tealium Predict product. Contact your account manager if you have concerns about data retention periods.

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This page was last updated: January 7, 2023