“Data Is A Chronic Disease That Marketers Will Simply Have To Live With”

“Data Is A Chronic Disease That Marketers Will Simply Have To Live With”
SHARE
THIS



Big data is like a chronic disease — we are just going to have to live with it forever, says Jay Calavas, chief innovation officer at US marketing tech firm Tealium.

Calavas – speaking in Sydney last week – says the company is well placed to take all it has learnt from solving the problems of tag management (where it has its antecedents) and apply it to bringing the firehose of continuous data flows that confront marketers under control.

Whether customers are using PCs, mobiles, set-top boxes, kiosks or i-beacons, the collection footprint and selection is endless, Calavas says.

“What we do really well is take all those different data sources, correlate and integrate them, enrich them into insights, and then make them immediately actionable across 900 different marketing technologies. That’s why we talk about Tealium being a data supply chain.”

Calavas had his first entrée into digital marketing with WebSideStory, which pioneered the field of real-time web analytics and was later acquired by Omniture. It is still used today in the Adobe Marketing Cloud. “That was a big moment of disruption in the early web marketing world,” he says.

After the business was sold, and after a stint at another user analytics business, Calavas landed at Salesforce.com — an experience he says gave him a good oversight into the kinds of issues confronting marketing cloud platform providers.

Jay Calavas, Chief Innovation Officer, Tealium
Jay Calavas, Chief Innovation Officer, Tealium

“What I saw was a state of disarray. There were point solutions but there was no true unification across the tools. They hadn’t built them. Instead they were buying technology companies and getting them to work together.”

For end users, though, that meant they were dealing with problems of fragmentation and miscommunication which made it hard to unify marketing activity.

He says the work that Tealium did in its early days — tying together different Javascript tag technologies from third party sites and then unifying that data and distributing in a common language and a common format — began to break down these data silos. “Now there is a common data dialect or data dictionary being used from a company’s perspective to communicate data off to third party providers. That solves one a big problem, which is marketing agility.”

The real payoff, however, is what happens next, he says. “We are always looking thematically at these big huge barriers and we want to punch our way through them with new innovation. The biggest problem of them all is the big data problem. It was a problem we all used to talk about a lot as an industry — now I feel we all whisper about it.”

The specific problem he is referring to is the ever-increasing flow of data from increasingly disparate sources.

According to Calavas, many marketers find that, by the time they have put the data into their systems, processed it and created segments, then found the particular needle they were seeking in the haystack, days — if not weeks — will have passed. “At the very least, we like to call it the 24-hour flu. It takes 24-hours before you can receive and act on the data, which is too long.”

Tealium’s solution is Audience Stream. It differs to previous approaches in that it does not hive the data off for processing elsewhere. Instead says, Calavas, “It leverages that common data dictionary and it allows you to begin selecting pieces of that data dictionary and enriching it in real time with customer segments, insights, and attributes.”

First versus third

On a first pass, Tealium may look like it is solving many of the problems which data management platforms (DMPs) were built to address. However, Calavas quickly dismisses the suggestion.

DMPs were created from retargeting engines, he says. “In reality, what they were doing was creating third-party cookie pools but putting their tags all over the web and then allowing companies to service them. They help you find people that look like this or that, or who have been to your web site recently and they help you put an ad in front of them. Basically the DMPs became a retargeting platform for display advertising.”

For that one use case they did a really good job, he concedes (though he adds that it was a good job based on a blurry view of the third-party data.)

And this is where Tealium is fundamentally different, he says. “We work with first-party data. We are a deterministic — not a probabilistic — company. That means we can say, ‘for sure we know this to be true and we are going to act’. It doesn’t mean that third-party data is not useful or usable in the right format but first-party data is king.”

Many Tealium customers still leverage DMPs, he acknowledges, however they are able to use Tealium to provide their platforms with first-party data to do their retargeting.

Looking ahead, Calavas says he expects to see a huge collapse between Demand-Side Platforms and DMPs. “DSPs are taking on more than that native retargeting functionality and if you leverage a first-party tool like Tealium with a DSP you can emulate a lot of that functionality.”

The piece that was missing, he says, was look-alike audience capabilities — and companies like Facebook are building in those features into their platforms, according to Calavas. “I think in the future, third-party data moves out of focus. All of the major Internet warehouses like Facebook, Google and Yahoo — the guys with the eyeballs — they are building one-to-one integrations from an identification perspective. What you will see is companies building direct integrations into each of the walled gardens. That is what Tealium has done.”

Calavas spoke to Andrew Birmingham from B&T’s sister business site www.which-50.com for this article.

Please login with linkedin to comment

Latest News

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]