Tag Management Provider Tealium Announces AudienceStream
The real-time audience discovery platform will help marketers leverage big data.
Posted Sep 30, 2013
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Tealium, a provider of enterprise tag management and digital data distribution software, has announced the launch of Tealium AudienceStream, an audience discovery tool designed to help marketers evaluate customer behavior on company Web sites and develop actionable insights based on the big data they collect—all in real time.

"Tealium AudienceStream builds upon our core tag management platform to create a new class of application for driving marketing performance," Tealium CEO Jeff Lunsford says. "AudienceStream solves many challenges that have plagued marketers for years: timely customer data integration, a true 360-degree view of the customer journey, and the ability to take action on customer data in real time."

Using a gamification approach, Tealium AudienceStream allows marketers to segment their most actionable audiences and assign badges or other distinguishing features based on customizable criteria, such as how long a customer spends on a brand's Web site. AudienceStream then gives marketers the capability to distribute those segments to digital marketing tools that will trigger real-time marketing actions based on behavior.

"With AudienceStream, we've given marketers a way to go from analytics to action in real time. That's what makes this tool so unique," Adam Corey, the company's director of business development, says. "It's really a breakthrough for transforming customer data into something that marketers can actually use, without the hassle of any back-office interference."

AudienceStream is designed with marketers and business users in mind, eliminating the need for expensive and time-consuming data integration projects that consume valuable IT resources. Marketers can carry out all facets of their real-time segmentation and distribution strategies themselves, by following a simple wizard that guides them through the process of defining audience groups and determining appropriate actions for different customer behaviors.

"The tool is very intuitive and easy to use. Many of the prompts are customizable, meaning a marketer can adjust any of the categories to better fit their needs," Erik Bratt, Tealium's vice president of marketing, says. "We're giving marketers the power to make sense of all the data they collect, and use it in a meaningful way."

A key component of Tealium AudienceStream is a new distribution marketplace that will enable marketers to send their actionable segments to major digital vendors across multiple categories, including email, multichannel messaging, content management, site optimization, customer relationship management, data management, data visualization, business intelligence, and data warehousing platforms.

"Tealium AudienceStream is helping us maximize the value of our visitors by providing a more personalized experience based on segments and personas that we create," Matthew Belitsky, manager marketing intelligence at Mindjet, a brainstorming collaboration software provider, says. "Combined with its tag management solution, Tealium provides a powerful way to streamline digital marketing efforts, create a cross-channel, cross-vendor view of our visitors, and increase revenue."

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