Tealium has added machine learning to AudienceStream, its Customer Data Platform (CDP). Called Tealium Predict ML the company says it is designed to enable marketers to orchestrate real-time customer data, for instance by identifying buyers that are most likely to make a purchase or a segment most likely to churn.

The company said in a press statement that the software was designed to pair with its AudienceStream CDP to continuously anticipate customer behaviours using machine learning to power more effective audience segmentation for better customer engagement, conversion rates, and lifetime value.

By creating custom-tailored predictions in a matter of clicks, the company says marketers gain insights into the likelihood of customer behaviours as well as full visibility into the data used to generate them. According to Tealium, it is with these insights, brands can effectively and efficiently engage and delight the right customers while improving business outcomes.

Tealium’s believes its expansion into prediction and decisioning features will help its martech offer stand out among CDP providers, particularly in an environment amidst budget reductions and heightened emphasis on customer retention, where marketers are being asked to deliver greater results with fewer resources. Tealium says its machine-learning option was built to simplify the way marketing teams to inject the value of machine learning-powered insights into their existing tech stack.

Amin Foda, marketing infrastructure director at Monash University and Tealium client said the machine-learning addition into her existing marketing stack addressed the need to move beyond historical methods and shift toward machine learning and AI to predict the optimal audiences to go after.

Amin Foda, marketing infrastructure director at Monash University

“Using Tealium Predict ML helps us build real-time audience attributes based on their likelihood to take action and engage with them on the next best conversation across all identifiable channels at the right moments,” Foda said.

The Tealium Predict ML general availability launch includes a new feature – Behaviour Health Rating. According to the press statement, this feature allows users to view whether they have sufficient existing data to provide healthy or unhealthy machine learning insights on specific behaviours. Furthermore, based on the health rating, users can assess which behaviours to invest time in exploring now and which behaviours need to develop more mature data before including them in future models, the statement added.

“While more organisations are realising the value of data collection and insight activation each day, they’re also realising these projects can be extremely resource-intensive without the right solutions in place,” said Mike Anderson, Tealium founder and chief technology officer. “By offering a flexible machine learning product that’s integrated right into our CDP solution, we’re taking the complexity and burden out of the data collection equation, levelling the playing field for our customers and allowing them to really focus on how to activate the value of their data.”

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