Previously, we discussed why Segment’s Connections product is the solution to go if you want to start building modern best-of-breed growth stack marketing. (for those who haven’t read it, please check it out at this link)
In today’s article, we will cover the actual Customer Data Platform (CDP) functionality, which is getting a 360 view of your data in a single platform. While Segment has the “Personas” product that can build real-time user profiles, Tealium, an enterprise-grade Customer Data Platform, lets you construct highly accurate, comprehensive, and actionable customer profiles with their AudienceStream product.
CDP has increasingly become the foundation around which all brand engagement is constructed. Having it as the single source of data truth allows you to create unforgettable and personalized experiences for your customers. Other reasons are also because it enables you to:
- Get access to the customer insights faster as everything will be flowing in real-time.
- Personalize your customer engagement from the data you’ve obtained from various sources(web, mobile, digital apps, IoT, offline data, etc.)
- Keep track of cross-channel activities.
- And lastly, it allows you to use the best-of-breed solutions without thinking about how much time and cost you need to spend due to its modern integrated infrastructure.
Tealium’s AudienceStream product is designed to realize those ends. It gives you the complete picture of your customer and the flexibility to custom-tailor their profiles that are actionable based on your business rules. When it comes to activating the data, AudienceStream integrates with 1,300+ solutions that let you trigger action within the marketing technologies you are already using based on real-time customer data signals.
That said, Tealium is considered to be the enterprise-grade solution mainly because they open their platform to be customizable for users to utilize, which is also reflected in the cost of the product. Other alternatives such as Segment and mParticle also offer their own plus points. However, we recommend checking Tealium’s AudienceStream if you’re looking for a solution to be your single source of truth that offers flexibility and easy integrations.
If you are keen to learn more about Tealium’s AudienceStream, Ematic can help arrange a demo and ensure you’re getting the best deal. Moreover, if additional supports are needed, we offer implementation service and consultation to guarantee a smooth onboarding and maximum adoption of the solution. Contact us to find out more!
