Tealium, an enterprise tag management and marketing software company, has announced new data services, Tealium DataAccess, which will break down the barriers between the marketing data set and data available across an entire organisation.
Tealium DataAccess means that organisations can now further streamline the customer data supply chain by providing a set of data services that support business intelligence or enterprise data warehouse (EDW) initiatives.
DataAccess offers clean omnichannel, event, and audience data collected across web and mobile touch points, and makes that data available for real-time action across the enterprise.
“Today’s demanding consumers expect personalised, dynamic 24/7 brand experiences and so brands must anticipate their every need while delighting them at every turn,” said Mike Anderson, CTO of Tealium.
“Brands must leverage all available data – from both online and offline sources – to build a 360-degree view of their customers and then act in realtime. To achieve this, they must have access to a consistent, reliable source of clean first-party customer data, and compress what was once a batched, delayed 24-hour process into a real-time process; what we hear from brands is that is where opportunities are lost. This new order is what we call atmospheric marketing.”
DataAccess serves as an open platform making a brand’s first-party customer data accessible at any time, in a variety of industry standard formats, and used within best-in-class visualisation or reporting software. DataAccess seamlessly integrates with leading data visualisation tools like Tableau, among others, to enable anyone to connect and visualise their customer data in minutes.
In addition, DataAccess works with a variety of data platforms, including leading enterprise data warehouse solutions and big data platforms such as Splunk.
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