Tealium has announced changes to it real-time data solutions. According to the company, they will deliver a universal approach to managing the increasing flows of customer data for today’s digital businesses.
The product, Universal Data Hub (UDH) is designed to provide a centralised platform to unify and access customer data, both online and offline, and make it available for real-time analysis and action across every team, vendor, and touchpoint.
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UDH combines the company’s Audience Stream and Tealium Data Access solutions – with the foundational data layer created by Tealium iQ – its enterprise tag management solution.
For marketers the pay off should be that it’s easier to take advantage of customer data across web, mobile, IoT, and offline data sources as it reduces operational lags and enables deeper, more comprehensive customer understanding and insights.
It should also make it easier to develop and maintain more comprehensive data governance practices, ensuring that the organisation’s most valuable and sensitive resource – its customer data – remains protected and secure, said a company spokesperson.
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“There has been a significant and increasingly urgent need for someone to look beyond solving the ‘campaign problem’ – to step up and manage the explosive amounts of data flowing from the increasingly chaotic mix of vendors, channels, and touchpoints across today’s digital businesses,” said Mike Anderson, CTO of Tealium.
“With the UDH, Tealium has built a vendor-neutral platform that sits at the centre of data creation and governance, creating a single source of truth that can fuel any of the technologies an organisation is using to gain more meaningful, comprehensive customer intelligence and provide better customer experiences.”
Tealium also announced it has expanded its integration ecosystem to support over 1,000 technologies and vendors, giving organisations the power to connect their advertising, marketing, and customer experience initiatives with a single customer profile and data strategy.
“This milestone in the company’s development includes hundreds of cloud-based and API integrations, further positioning Tealium as a core enabler of the API economy,” according to the spokesperson.