Highly configurable and extensible but lacking in some UI and usability areas
February 28, 2023
Highly configurable and extensible but lacking in some UI and usability areas
Score 5 out of 10
Vetted Review
Verified User
Modules Used
- Data Collection
- Data Standardization
- Data Transformation and Enrichment
- Data Integration
Overall Satisfaction with Tealium Customer Data Hub
address first party audience in paid media without 3P cookies (upsell, retention, recommitment, cross sell campaigns)
process digital data and forward to decisioning systems
send offline conversions to paid media conversions API > improve algorithm learning and media efficiency
replace legacy tech (DMP)
single view of customer across devices
process digital data and forward to decisioning systems
send offline conversions to paid media conversions API > improve algorithm learning and media efficiency
replace legacy tech (DMP)
single view of customer across devices
Pros
- integrate with any platform via API
- send audiences using any ID type
- complex data processing and transformation server side using functions and attribute enrichments
- productized integration with TIQ
Cons
- audience volumes and match rates are not easy to interpret
- even the OOTB connectors require an engineer to set up so are not really OOTB
- lack of bulk tools for changing configurations in bulk
- API webhook connector
- data layer enrichment
- facebook CAPI and google enhanced conversions API connectors
- we anticipate pay back period of 2 years
ability to collect and manage first-party data: strong in this area, good range of onboarding options for offline sources, and user friendly e2e data flow throughout the product (TIW > Events Stream > Audience Stream)
address third-party cookie deprecation: strong in this area, any Id type can be used and sent to any destination. good that we can also hash pii using functions as we ingest it. only negative here is that we can't send 3P cookie IDs to facebook (whereas we could with our legacy tool); 3P cookies aren't deprecated yet
personalize the customer experience: we mainly use adobe target for this and we have found that the OOTB integration cannot handle data at the volumes we need it to, and client side integration via data layer enrichment has too much latency and is prone to timeout or drop out following a subdomain switch. we are now investigating a third option for this integration (visitor profile API) but not yet cracked this use case for our larger markets.
improve your organization’s marketing/CX performance: we found facebook CAPI integration to be very beneficial for performance of paid campaigns
address third-party cookie deprecation: strong in this area, any Id type can be used and sent to any destination. good that we can also hash pii using functions as we ingest it. only negative here is that we can't send 3P cookie IDs to facebook (whereas we could with our legacy tool); 3P cookies aren't deprecated yet
personalize the customer experience: we mainly use adobe target for this and we have found that the OOTB integration cannot handle data at the volumes we need it to, and client side integration via data layer enrichment has too much latency and is prone to timeout or drop out following a subdomain switch. we are now investigating a third option for this integration (visitor profile API) but not yet cracked this use case for our larger markets.
improve your organization’s marketing/CX performance: we found facebook CAPI integration to be very beneficial for performance of paid campaigns
Tealium Customer Data Hub can use 1P IDs and that is the main reason we selected it. with hindsight it was a good choice in this respect Tealium Customer Data Hub can process and forward event data via api, which AAM cannot AAM connectors can be set up with a few clicks whereas Tealium Customer Data Hub connectors require support from an engineer aam machine learning tools infer a score after every event so can be used for onsite single session use cases, whereas Tealium Customer Data Hub ML infers at end of session, so is only really useful for paid media / retargeting use cases Tealium Customer Data Hub's visitor stitching approach is broad brush and irreversible; AAM allows you to merge customer profiles at your discretion depending on the use case
Do you think Tealium Customer Data Hub delivers good value for the price?
Not sure
Are you happy with Tealium Customer Data Hub's feature set?
Yes
Did Tealium Customer Data Hub live up to sales and marketing promises?
No
Did implementation of Tealium Customer Data Hub go as expected?
No
Would you buy Tealium Customer Data Hub again?
Yes
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