Connect, simplify and enrich data from your analytics tools with Tealium

This article was originally prepared for abaco.mx and is also available at https://www.extendo.company/une-simplifica-y-enriquece-los-datos-de-tus-herramientas-analiticas-a-traves-de-tealium/

Why do analytics tools need to share information?

In digital analytics, clients and colleagues often ask us to connect information across different platforms. Perhaps you need to combine CRM data with Analytics, match CRM audiences with advertising tools, or understand which leads completed an offline conversion, such as buying a vehicle or enrolling at a school. Those conversions happen outside the website, but they are essential to evaluating campaigns.

Why configure the same audience separately in several campaign managers when you could define it once and send it wherever it is needed? Many teams solve these problems by merging Excel files month after month. That is slow and error-prone. Tealium, one of our technology partners, is among the solutions designed to connect and activate data without constantly adding disconnected tools.

Tealium Universal Data Hub

Founded in 2008, Tealium develops solutions that collect, connect, transform and distribute information across a large ecosystem of technology integrations. Its Universal Data Hub combines four complementary capabilities: iQ Tag Management, AudienceStream, DataAccess and EventStream.

Tealium iQ

Tealium iQ is a tag management solution that centralizes the tracking code deployed on websites. Like comparable solutions from Google and Adobe, it helps organizations control which tags are installed and how data is collected. It also supports governance and separate development, QA and production environments to validate implementations before they affect live datasets.

Tealium AudienceStream

AudienceStream is not a conventional analytics application or a demand-side advertising platform. It is an omnichannel customer data and activation hub that combines segmentation with actions. It can bring together information from analytics providers, publishers, advertising platforms and other services, connect relevant identities and enrich customer profiles.

For example, someone interested in sports may also enjoy cooking and become a potential buyer of barbecue equipment in Monterrey. By identifying meaningful relationships between signals, AudienceStream can define actionable segments and send them to destinations such as Google and Meta, according to the available connectors.

Identity matching is particularly valuable when two apparently different records refer to the same person. A well-governed identity process can combine attributes rather than preserving two disconnected profiles, making the information more complete and useful.

Tealium DataAccess

IT teams often work with data warehouses or data lakes, which store data for broader analysis and downstream processing. DataAccess helps deliver collected data to services such as Amazon S3 or Amazon Redshift so internal and external systems can use it beyond the standard activation connectors.

Tealium EventStream

EventStream supports server-side data collection and delivery for mobile applications, connected devices and other event sources. Its purpose is to create a more consistent and scalable way to collect events and transmit them to the technologies that need them.

This introduction is somewhat technical, but it illustrates how data integration, identity and activation can improve analytics operations. If you found it useful, share your thoughts and tell us whether you would like more articles about digital analytics and data collection.

Expert consulted: Víctor Garnica, Director of Effectiveness and Innovation.

Related reading: Analysis of Marketing (MarTech) and Data (DataTech) Technologies

Related reading: Hyper-Personalization as a Brand Differentiator

This article is also available in Spanish and Portuguese.