tealium.com Open in urlscan Pro
141.193.213.20  Public Scan

Form analysis
4 forms found in the DOM

GET https://tealium.com

<form autocomplete="off" method="get" action="https://tealium.com">
  <fieldset>
    <input type="search" name="s" placeholder="Search ..." value="">
    <button class="search" type="submit">
      <span class="light">
        <img class="icon-search" src="https://tealium.com/wp-content/themes/Jupiter-child/jasper/assets/svg/search-icon-white.svg">
        <img class="icon-down" src="https://tealium.com/wp-content/themes/Jupiter-child/jasper/assets/svg/navigation-close.svg">
      </span>
      <span class="dark">
        <img class="icon-search" src="https://tealium.com/wp-content/themes/Jupiter-child/jasper/assets/svg/search-icon.svg">
        <img class="icon-down" src="https://tealium.com/wp-content/themes/Jupiter-child/jasper/assets/svg/navigation-close-dark.svg">
      </span>
    </button>
  </fieldset>
</form>

GET https://tealium.com

<form autocomplete="off" method="get" action="https://tealium.com">
  <fieldset>
    <input type="search" name="s" placeholder="Search ..." value="">
    <button class="search" type="submit">
      <span class="light">
        <img class="icon-search" src="https://tealium.com/wp-content/themes/Jupiter-child/jasper/assets/svg/search-icon-white.svg">
        <img class="icon-down" src="https://tealium.com/wp-content/themes/Jupiter-child/jasper/assets/svg/navigation-close.svg">
      </span>
      <span class="dark">
        <img class="icon-search" src="https://tealium.com/wp-content/themes/Jupiter-child/jasper/assets/svg/search-icon.svg">
        <img class="icon-down" src="https://tealium.com/wp-content/themes/Jupiter-child/jasper/assets/svg/navigation-close-dark.svg">
      </span>
    </button>
  </fieldset>
</form>

GET https://tealium.com/

<form method="get" id="mk-header-navside-searchform" action="https://tealium.com/">
  <input type="text" name="s" id="mk-ajax-search-input" autocomplete="off">
  <input type="hidden" id="security" name="security" value="8525c3f307"><input type="hidden" name="_wp_http_referer"
    value="/resource/fundamentals/tips-for-getting-buy-in-for-your-data-first-cdp/?mkt_tok=Njk5LUpMQS0yMDgAAAF_GOZzKB3Whl1PrDkm4HKdXqyvdvxiMun1kG8bPLkoWLyLhs-HWl6Z7AV6MnlnDksnm6QZrkAP58d9hZbjl5d6FFSxQ22ycnKyr_qyI8J7qA">
  <i class="nav-side-search-icon"><input type="submit" value=""><svg class="mk-svg-icon" data-name="mk-moon-search-3" data-cacheid="icon-61256679cd99b" style=" height:16px; width: 16px; " xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M496.131 435.698l-121.276-103.147c-12.537-11.283-25.945-16.463-36.776-15.963 28.628-33.534 45.921-77.039 45.921-124.588 0-106.039-85.961-192-192-192-106.038 0-192 85.961-192 192s85.961 192 192 192c47.549 0 91.054-17.293 124.588-45.922-.5 10.831 4.68 24.239 15.963 36.776l103.147 121.276c17.661 19.623 46.511 21.277 64.11 3.678s15.946-46.449-3.677-64.11zm-304.131-115.698c-70.692 0-128-57.308-128-128s57.308-128 128-128 128 57.308 128 128-57.307 128-128 128z"></path></svg></i>
</form>

GET https://tealium.com/

<form class="responsive-searchform" method="get" action="https://tealium.com/">
  <input type="text" class="text-input" value="" name="s" id="s" placeholder="Search..">
  <i><input value="" type="submit"><svg class="mk-svg-icon" data-name="mk-icon-search" data-cacheid="icon-61256679d09d6" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 1664 1792"><path d="M1152 832q0-185-131.5-316.5t-316.5-131.5-316.5 131.5-131.5 316.5 131.5 316.5 316.5 131.5 316.5-131.5 131.5-316.5zm512 832q0 52-38 90t-90 38q-54 0-90-38l-343-342q-179 124-399 124-143 0-273.5-55.5t-225-150-150-225-55.5-273.5 55.5-273.5 150-225 225-150 273.5-55.5 273.5 55.5 225 150 150 225 55.5 273.5q0 220-124 399l343 343q37 37 37 90z"></path></svg></i>
</form>

Text Content

 * Contact Us


de
fr
es
ja
 * Solutions
    * Tealium Solutions
      * Growth & Acquisition
      * Loyalty & Retention
      * Customer Experience & Personalization
      * Predictive Insights & Customer Analytics
      * Data Collection & Privacy
      * Single View of the Customer
    * Industries
      * Financial Services
      * Healthcare
      * Retail
      * Sports & Entertainment
      * Travel & Hospitality
    * Integrations
      * Integrations Marketplace

 * Products
   
   
   THE DEFINITIVE GUIDE TO CDPS
   
   Learn how customer data will fuel the future of customer experience⏤a CDP
   will drive it
   
   Download Now
    * Real-Time Data Collection & Quality
    * Real-Time CDP & Predictive Insights
    * Data Management and Storage
    * Integrations

 * Partners
   * Find a Partner
   * Become a Partner
 * Resources
    * Marketing & Analytics
      * Resource Library
      * Video Hub
      * Events & Webinars
      * Customer Case Studies
      * Tealium Learning Center
      * Blog
    * Developers
      * Developer Overview
      * Product Guides
      * Developer Forum
    * Support & Training
      * Tealium Support Desk
      * Community

 * Get a Demo
 * Login


 * Solutions
    * Tealium Solutions
      * Growth & Acquisition
      * Loyalty & Retention
      * Customer Experience & Personalization
      * Predictive Insights & Customer Analytics
      * Data Collection & Privacy
      * Single View of the Customer
    * Industries
      * Financial Services
      * Healthcare
      * Retail
      * Sports & Entertainment
      * Travel & Hospitality
    * Integrations
      * Integrations Marketplace

 * Products
   
   
   THE DEFINITIVE GUIDE TO CDPS
   
   Learn how customer data will fuel the future of customer experience⏤a CDP
   will drive it
   
   Download Now
    * Real-Time Data Collection & Quality
    * Real-Time CDP & Predictive Insights
    * Data Management and Storage
    * Integrations

 * Partners
   * Find a Partner
   * Become a Partner
 * Resources
    * Marketing & Analytics
      * Resource Library
      * Video Hub
      * Events & Webinars
      * Customer Case Studies
      * Tealium Learning Center
      * Blog
    * Developers
      * Developer Overview
      * Product Guides
      * Developer Forum
    * Support & Training
      * Tealium Support Desk
      * Community

 * Contact Us

de
fr
es
ja
 * Get a Demo
 * Login

 * Solutions
   * Tealium Solutions
     * Growth & Acquisition
     * Loyalty & Retention
     * Customer Experience & Personalization
     * Predictive Insights & Customer Analytics
     * Data Collection & Privacy
     * Single View of the Customer
   * Industries
     * Financial Services
     * Healthcare
     * Retail
     * Sports & Entertainment
     * Travel & Hospitality
   * Integrations
     * Integrations Marketplace
 * Products
   * Real-Time Data Collection & Quality
   * Real-Time CDP & Predictive Insights
   * Data Management and Storage
   * Integrations
 * Partners
   * Find a Partner
   * Become a Partner
 * Resources
   * Marketing & Analytics
     * Resource Library
     * Video Hub
     * Events & Webinars
     * Customer Case Studies
     * Tealium Learning Center
     * Blog
   * Developers
     * Developer Overview
     * Product Guides
     * Developer Forum
   * Support & Training
     * Tealium Support Desk
     * Community





 * Solutions
   * Tealium Solutions
     * Growth & Acquisition
     * Loyalty & Retention
     * Customer Experience & Personalization
     * Predictive Insights & Customer Analytics
     * Data Collection & Privacy
     * Single View of the Customer
   * Industries
     * Financial Services
     * Healthcare
     * Retail
     * Sports & Entertainment
     * Travel & Hospitality
   * Integrations
     * Integrations Marketplace
 * Products
   * Real-Time Data Collection & Quality
   * Real-Time CDP & Predictive Insights
   * Data Management and Storage
   * Integrations
 * Partners
   * Find a Partner
   * Become a Partner
 * Resources
   * Marketing & Analytics
     * Resource Library
     * Video Hub
     * Events & Webinars
     * Customer Case Studies
     * Tealium Learning Center
     * Blog
   * Developers
     * Developer Overview
     * Product Guides
     * Developer Forum
   * Support & Training
     * Tealium Support Desk
     * Community




Getting Buy-In on a Data-First CDP






THERE’S MORE CUSTOMER DATA AVAILABLE TO COMPANIES THAN EVER BEFORE, AND
DATA-DRIVEN PROFESSIONALS FROM ALL INDUSTRIES ARE BEING TASKED WITH TAMING THIS
WILDERNESS THROUGH A MULTITUDE OF TECHNOLOGY SOLUTIONS. FROM THE STALWARTS OF
THE TECH STACK LIKE THE CRM AND TAG MANAGEMENT TO NEWCOMERS LIKE MACHINE
LEARNING AUTOMATION, COMPANIES ARE LOOKING FOR BETTER WAYS TO MANAGE THE
UNBELIEVABLE AMOUNT OF CUSTOMER DATA THAT’S BEING CREATED BY MORE SOURCES THAN
EVER BEFORE.

ONE OF THE KEY WAYS THAT PEOPLE BEING TASKED WITH MANAGING CUSTOMER DATA ARE
LOOKING TO EXCEL TODAY AND IN THE FUTURE IS BY INVESTING IN A DATA-FIRST
CUSTOMER DATA PLATFORM.

BUT WAIT— WHAT EXACTLY IS A DATA-FIRST CDP? HERE’S AN EXCERPT ON THE CATEGORY
FROM OUR 2020 STATE OF THE CDP REPORT:

DATA-FIRST CUSTOMER DATA PLATFORMS PRIORITIZE THE QUALITY OF THE DATA BEING
COLLECTED AND TRANSFORMED FOR USE. BY BUILDING AN INDEPENDENT DATA LAYER THAT
ALL SYSTEMS CAN TAP INTO FOR TIMELY AND CONSISTENT CUSTOMER DATA, IT BREAKS DOWN
SILOS TO EMPOWER SOLUTIONS ACROSS THE ENTIRE ENTERPRISE. IT ALSO GIVES
ORGANIZATIONS THE FLEXIBILITY TO ADDRESS FUTURE USE CASES THAT MAY BE HARD TO
IMAGINE TODAY, WITHOUT THE NEED FOR COSTLY RETROFITTING.

PUT ANOTHER WAY, A DATA-FIRST CDP TREATS DATA AS ITS OWN ASSET TO BE OPTIMIZED,
RATHER THAN JUST A MEANS TO AN END. THIS MAKES IT EASIER TO CONTROL DATA QUALITY
ACROSS THE ORGANIZATION, WHICH ULTIMATELY AIDS IN BUILDING TRUST IN DATA.

IT ALSO ENABLES ROBUST DATA GOVERNANCE FEATURES THAT ARE INCREASINGLY NECESSARY
TO COMPLY WITH DATA PRIVACY REGULATIONS. FOR EXAMPLE, DATA-FIRST CDPS OFTEN
INCLUDE BUILT-IN CONSENT MANAGEMENT FEATURES THAT OBTAIN USER CONSENT FOR DATA
COLLECTION DURING WEBSITE VISITS OR OTHER DIGITAL INTERACTIONS. AS DATA PRIVACY
REGULATIONS PROLIFERATE, NOT HAVING A DATA-FIRST CDP WILL BECOME A MAJOR
LIABILITY.

FOR DATA-DRIVEN MARKETERS, ANALYTICS, AND CX PROFESSIONALS, CHOOSING A
DATA-FIRST CDP IS A CRITICAL TECHNOLOGY CHOICE. IT HELPS SOLVE MANY OF THE
BIGGEST FRUSTRATIONS LIKE

 * LACK OF INSIGHT INTO THE INDIVIDUAL EXPERIENCE;
 * THE PERSISTENT THREAT OF UNGOVERNED CUSTOMER DATA;
 * AND AN INABILITY TO PROVIDE CLEAN, CORRELATED DATA TO DOWNSTREAM
   APPLICATIONS.

WHILE CUSTOMER DATA PLATFORMS HAVE BECOME A STAPLE OF THE TECH STACK, THERE’S A
WARINESS AROUND THE TECHNOLOGY THANKS TO THE OVER-SATURATION OF THE MARKET WITH
VENDORS WHO DON’T OFFER THE CDP FUNCTIONALITY USERS NEED, SUCH AS REAL-TIME
CAPABILITIES, DATA GOVERNANCE, AND THE ABILITY TO INGEST DATA FROM ANY SOURCE.



Customer Data Platforms are confusing for many people. If you’re evaluating a
data-first CDP for your company, getting buy-in from key stakeholders will mean
assuaging fears and building bridges. Rest assured, the payoff is worth the
effort.

Use the quick checklist below to help you get buy-in from stakeholders across
the organization for a data-first CDP.

*Data provided in this checklist comes from our 2020 State of the CDP report.




Tip #1:



Connect the value to use cases and business goals



Why it matters: Companies understand the value of the CDP, but some are
struggling to find ones that meet both broader business goals and fill specific
use cases. That’s part of the reason why 85% of companies are satisfied with
their CDP, and yet over 50% are still planning to switch CDP providers in the
next 12 months.

While many CDP providers can demonstrate value for specific use cases, the
transformative power of a data-first CDP needs to be demonstrated through
strategic business value and tactical use cases.

Internal stakeholders need to see how data-first CDPs can help keep costs down
by reducing the number of hours being spent by IT and analytics teams on data
preparation, improving the data quality fueling downstream CX tools, and
reducing risk by improving customer data governance.




Tip #2:



Bring in the Right Stakeholders Early



Why it matters: The most successful CDP deployments bridge the gap between
different organizations by providing a common language through which to share
customer data. Not all companies have a culture that treats data as a shared,
company-wide asset.

To get a complete single view of the customer, marketing data needs to be
unified with customer support data, in-store and point-of-sale data, all
alongside the consent preferences. Bringing stakeholders in from the
organizations that oversee this data at the beginning of the process will ensure
there’s less push-back later on in the buying cycle or, worse, after deployment.




Tip #3:



Convey the Value of Future-Proofing Data



Why it matters: Customer data isn’t going away (information like name, email,
and purchase history will always be relevant), but the privacy rules that
regulate its use and the channels through which it is activated are always
changing. When we asked, 62% of organizations using a CDP right now said they
will be absolutely essential for complying with data privacy regulations by
2025.

That’s why, even if you’re only looking to address a few use cases at the
moment, it’s worth investing in a full-featured, data-first CDP that’s flexible
enough to map to different stages of a company’s lifecycle. As privacy laws
change and your MarTech stack evolves, a data-first CDP can remain a single
source of truth for all of your customer data. This will greatly reduce pain
down the road of ripping out and replacing a critical piece of your
infrastructure.

Plus, a data-first CDP sets you up for a future driven by artificial
intelligence and machine learning by providing it with clean, correlated data,
which reduces a lot of the prep time required to get machine learning programs
up and running.




Tip #4:



Promote Data Literacy Internally



Why it matters: Data literacy, or the ability to “speak” in the language of
other organization’s data sets, is one of the biggest roadblocks to tearing down
the silos that exist between technologies and departments in almost every
company. According to Gartner, 50% of organizations will lack sufficient AI and
data literacy skills to achieve business value this year. So not only is a lack
of data literacy holding back companies today, it’s holding them back from
keeping pace with their industry-leading rivals who are on the cutting-edge with
AI.

Since data-first CDPs help do the work of translating disparate datasets into a
single language, they’re a perfect companion for data literacy initiatives.
Whether you’re looking towards furthering your company’s digital transformation,
bringing your company into compliance with new consumer privacy laws, or
delivering real-time, personalized experiences for your customers, data literacy
will play a key role in solving those challenges.




Download Your Copy Today

Learn what real CDP users think about the technology, including the challenges
they face, the value they derive, and the future of the technology.


Download Now

Resource Type: Fundamentals
Topic: Customer Data Platforms
Product: AudienceStream Customer Data Platform
Vertical: B2B
Business Issue: Digital Transformation, Operational Efficiency, Single View of
the Customer (Infrastructure)




Sign up to receive the latest Tealium news and insights in your inbox.
11095 Torreyana Road
San Diego, CA 92121
+1 (858) 779-1344

Sign Up
I agree to receive email communications from Tealium regarding news, offers,
events, and content. You may edit your communication preferences at any time.
For more information, review our Privacy Policy.

11095 Torreyana Road
San Diego, CA 92121
+1 (858) 779-1344

Solutions
 * Growth & Acquisition
 * Loyalty & Retention
 * Customer Experience & Personalization
 * Predictive Insights & Customer Analytics
 * Data Collection & Privacy
 * Single View of the Customer
 * Integrations Marketplace

Products
 * Overview
 * Real-Time Data Collection & Quality
 * Real-Time CDP & Predictive Insights
 * Data Management and Storage
 * Integrations

Resources
 * Resource Library
 * Video Hub
 * Events & Webinars
 * Customer Case Studies
 * Tealium Learning Center
 * Blog

Company
 * About Us
 * Leadership
 * News
 * Careers
 * Contact Us

Industries
 * Financial Services
 * Healthcare
 * Retail
 * Sports & Entertainment
 * Travel & Hospitality

Partners
 * Find a Partner
 * Become a Partner

Support
 * Developer Overview
 * Product Guides
 * Developer Forum
 * Tealium Support Desk
 * Community

Legal
 * Privacy at Tealium
 * Privacy Settings
 * Service Terms
 * Terms of Use
 * Trust & Privacy



11095 Torreyana Road
San Diego, CA 92121
Main: +1 (858) 779-1344




Tealium Customer Data Hub
Tealium iQ
Tealium EventStream
Tealium AudienceStream
Tealium Predict ML
Tealium DataAccess



Contact
Site Map
Privacy at Tealium
Privacy Settings
Service Terms
Terms of Use
Trust and Privacy


Get a Demo

+1 (858) 779-1344




Copyright All Rights Reserved © 2008-2021






Data Strategy of the Utah Jazz

X
Tealium Predict

X

X
Data Strategy of the Utah Jazz

X
Tealium Predict

X

X

THE RIGHT CONTENT



Using the Tealium Customer Data Hub, we’ve compiled your content topic and
medium preferences based on your previous interactions with our digital
properties.








X

THE RIGHT MARKET



Here we are using a reverse IP address lookup service to reveal a visitor’s
industry. Then using that data point to relate to the visitor by powering
personalized content.



The following are the options you could have been presented:



Not-Personalized



Healthcare



Retail



Financial


X

THE RIGHT MATCH



Utilizing a service to reveal what 3rd party services a visitor’s presumed
company uses on their site. We then compare those against our own list of
integrations, and if there are any matches, present those logos here.








X
Cash Card or Data
Path to Predictive Healthcare Experiences