Looking for a 360 Degree View of Your Customer?

If you're looking for a 360 degree view of your customer, then it might be time to invest in a Customer Data Platform (CDP). Gartner defines the technology as a "marketing system that unifies a company's customer data from marketing and other channels to enable customer modeling, and optimize the timing and targeting of messages and offers." I recently learned more about Tealium which offers CDP solutions to help gather fragmented customer data across disparate touch points including wearable technology, in-home AI personal assistants and smart appliances. What about your data on customers and their engagement that can be stored across many different vendor system silos you ask (e.g., Salesforce for CRM, ExactTarget for e-mails)? Enter the Tealium Universal Data Hub which allows you to capture data at digital and in-person customer experiences and combine customer data across sources through over 1,000 client-side and server-side integrations.

Tealium AudienceStream enables businesses to gather data across your marketing technology stack. You can then build rules using this customer data and setup triggers to do things like send e-mails from your e-mail provider when certain scenarios occur. As an example use case, you might use AudienceStream to do the following:

1. Create a Customer Lifetime Value variable that tracks the amount of spend a customer has with you to date.
2. Assign a "VIP Badge" to customers who have a Lifetime Value of over $500.
3. Create an audience of customers who have been assigned a VIP Badge and abandoned their cart on your website.
4. Build a rule to send an e-mail to customers in this audience using your e-mail tool (e.g., ExactTarget). You can even leverage e-mail templates that you have built in ExactTarget.

All of the above steps can be done right through Tealium AudienceStream giving you one view of your customer and a single platform where you can build targeted marketing campaigns using your existing marketing technology stack. For more information on Customer Data Platforms, you can refer to the below infographic and download the Gartner report here.