Tealium Customer Data Hub

- Multi-market scalability: Works well across geographies with different levels of martech maturity, allowing both local flexibility and global governance. - Integration ecosystem: Out-of-the-box connectors with CRM, analytics, and advertising platforms reduced local custom builds. - Real-time activation: Ability to trigger campaigns and personalization of a customer event has improved digital engagement in both consumer and enterprise journeys. - Data governance: Strong features to manage consent and align with GDPR and other compliance requirements - essential for a telco with complex regulatory environments. - Partnership: Tealium's team has been proactive in supporting our advanced use cases, from first-page personalization to Account Based Marketing.

It is quite flexible and designed to allow a non-technical person to achieve outcomes. There are often times more than one way to do things, which helps fit the product into different configurations with other products in the overall tech stack.

Tealium is very powerful in terms of functionality, yet its easy to navigate and deploy technical solutions quickly and without a ton of development work. Many CDPs on the market make similar claims, but once you get under-the-hood you realize most use cases require a development resource. I haven't run into as many gotchyas working with Tealium, especially leveraging TiQ, EventStreams and AudienceStreams together....the products work seamlessly.

- Decisioning engine: Tealium is strong on rules-based segmentation, but lacks a native decision engine. It would be stronger if it included a native decisioning engine, next-best-action without relying on external decisioning engines and platforms. - UI/UX for Marketers: The interface can be technical and intimidating for business users. Audience building often requires data team support, slowing down time-to-value for less mature OpCos. - Multi-market standardization: While the platform scales globally, aligning taxonomy and ensuring consistent configuration across markets requires heavy governance. A stronger framework for templates or reusable global components would help.

At times, processes feel somewhat burdensome or inconvenient, potentially due to the flexible design of the product to serve more than just a few purposes. Sometimes it feels inconsistently slow to process, or the UI at times has minor glitches. Nothing too major however, and perhaps likely to occur on other products as well.

1. The identity graph is confusing and less flexible than other CDP solutions, more control and visibility into the profile stitching process would be useful 2. The ability to refresh audiences on-demand is critical 3. Better UI/UX on the Visitor Lookup screens would be good. Its difficult to scroll through the profile attributes when testing, and a cleaner profile UI would be better for users/admins to showcase the power of the unified profile to non-technical & executive stakeholders