Introduction to Customer Data Hub
The Customer Data Hub is a single approach to collecting and managing data and making it available to every customer touch-point and marketing technology vendor in real time and fuels exceptional customer experiences and insights.
Tealium Customer Data Hub performs the following functions:
- Manages client-side data and tag vendors
- Collects data from all customer touch-points
- Enriches data with powerful attributes
- Discovers your most valuable audiences
- Manages server-side data and vendor connectors
- Stores data in a centralized system
This wide range of functionality is enabled through the use of the following product offerings within Customer Data Hub:
- Tealium iQ Tag Management
- Tealium EventStream API Hub
- Tealium AudienceStream CDP
- Tealium Predict ML
- Tealium DataAccess
Manage client-side data and tags
Collect data with Tealium Collect
It all starts with the data. Collecting data across all of your customer touch-points is the first step towards unlocking the power of Customer Data Hub. Your customers’ engagements with your brand are valuable sources of data. Whether it’s your desktop website, native mobile app, connected device, or custom application, they can all send customer data seamlessly to Customer Data Hub using one of the Tealium installation libraries. Tealium iQ users can get started with sending data to Customer Data Hub even faster with the official Tealium Collect Tag available from the Tag Marketplace.
Enrich data with attributes and enrichments
Once your data is flowing into Customer Data Hub, you have the ability to enrich it. An enrichment is the application of business logic that transforms data from a static value into a dynamic one. Enriched data are the building blocks for the rest of your Customer Data Hub solution. This enriched data also serves the critical role of creating a unified profile of your visitors across all platforms. Using a specialized attribute called a badge, you can construct a detailed picture of your visitors. As more data flows into Customer Data Hub, your visitors’ profiles become richer as they accumulate more attributes that characterize their behavior.
An audience is a collection of visitor profiles that have acquired a shared set of attributes during their engagement with your brand. An audience is the target of a real-time action from one of the many integrations available in the AudienceStream ecosystem (e.g. email, online advertising, social, and customer relationship management). Customer Data Hub provides a number of tools to help you discover and engage your most valuable audiences.
Send data with connectors
Now that you have all this data flowing through Customer Data Hub, it’s time take action and start powering your digital marketing stack with connectors. A connector is a technical integration between a vendor and Tealium to transmit data in real-time. There are two types of data handled by connectors: audience and event. Customer Data Hub makes it easy to configure a connector to send the specific data needed by the vendor.
Store data with DataAccess
While the Customer Data Hub handles the flow of data in and out of the system, we think it’s important to remember that you own this data and should have direct access to it. For the specific purpose of providing longer-term storage of your valuable data, we offer DataAccess as an enterprise-class solution. The same audience and event data that fuels your connectors can also be stored as structured data in a database or as semi-structured data in log files.
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This page was last updated: February 1, 2023