About DataAccess

This article describes Tealium DataAccess, it’s capabilities and the different data formats.

How it works

Tealium DataAccess is an enterprise data hub solution that extends the power of Tealium iQ Tag Management, Tealium AudienceStream CDP, and Tealium EventStream API Hub with long-term storage for data collected from web and mobile touchpoints, online and offline channels, and real-time audiences.

The data that flows into the Tealium Customer Data Hub is used in real-time for your vendor integrations or to trigger actions across marketing technologies and DataAccess is used to provide long-term storage for the resulting visitor profile, event, and omnichannel data.

DataAccess works with EventStream feeds to store event data and with AudienceStream audiences to store visitor profile data.

Data formats

Built on the enterprise-class solutions Amazon Redshift and Amazon S3 , DataAccess offers two formats for storage: structured data and semi-structured data.

Structured data

Structured data is easier to upload, extract, load, store, query, and analyze because of its high degree of organization and fixed fields. Structure data can be accessed using various business intelligence tools.

This format is used for the following products:

Semi-structured data

Semi-structured data is a raw format that can be downloaded as JSON files directly from the interface.

This format is use for the following products:

Semi-structured data, due to its lack of organization, makes structure harder to accomplish and requires an Extract, Transform, and Load (ETL), into systems such as Hadoop, before the data can be used.

Product capabilities

Offerings name Store data Extract data Query data Analyze data Visualize data
EventStore
EventDB
AudienceStore
AudienceDB
EventDirect
Webhook (Event/Audience)

Product descriptions

Offerings name Description Structure type Technology used
EventStore
  • EventStore collects raw event data from your web, mobile, internet of things (IoT), and offline channels.
  • The data is stored in a semi-structured data format in JavaScript Object Notation (JSON) on an Amazon Simple Storage Service S3 bucket.
Semi-structured Amazon S3
EventDB
  • EventDB extends the capabilities of EventStore by taking the raw event data and organizing it into a structured Amazon Redshift database instance.
  • Any Postgres-enabled platform can access this data and users can run SQL directly against the database.
  • The structured data can then be used by business intelligence (BI) tools, such as Splunk and data visualization tools, such as Tableau.
Structured Amazon Redshift Spectrum
EventDirect
  • EventDirect sends event data, such as the following, directly to an Enterprise Data Warehouse (EDW) of your choice:
    • Metadata
    • Querystring parameters
    • Web cookie data
    • In-content events
    • JavaScript variables
    • Marketing source
    • URL parameters
    • Data manipulation / Tealium iQ extension data - privacy, lookup tables, attribution)
  • The data is sent in HTTP POST format.
Customer Choice Customer Host
AudienceStore
  • AudienceStore provides raw storage of audience data and attributes collected from AudienceStream.
  • Like EventStore, the data is stored in a semi-structured format on an Amazon S3 instance.
  • JavaScript Object Notation (JSON) or Comma Separated Value (.csv) are employed to create this file.
  • The data is made available for download via the Amazon S3 bucket.
Semi-structured Amazon S3
AudienceDB
  • Like EventDB, AudienceDB expands on the capabilities of AudienceStore and stores audience data and attributes collected from AudienceStream in a structured format.
  • Any Postgres-enabled platform can access this data and users can run SQL directly against the database.
  • The structured data can be tapped and used for historical analysis or visualization at a later date by BI tools such as Splunk and data visualization tools, such as Tableau.
Structured Amazon Redshift
Webhook (Event/Audience)
  • Webhook (Event/Audience) sends audience data (attributes / profiles, badges, and omnichannel / offline data) directly to the EDW of your choice.
Customer Choice Customer Host

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This page was last updated: January 7, 2023