Item: Tealium Customer Data Hub
Rating: 9
Author: Adam Hatfield

Overall Satisfaction with Tealium Customer Data Hub

Use Cases and Deployment Scope

We utilize Tealium IQ as our primary digital tag management solution. We were initially introduced to it as part of our purchase of Tealium Audience Stream and it was required to enable our use of this platform. What we have found is that it helps us manage our tags more effectively and also helps improve the performance of our site.

Pros and Cons

Pros

Tag management
Web performance
Easy integration with other systems

Cons

Onsite optimisation integration
Time to implement
Initial complexity and upskilling

Return on Investment

SEO due to speed improvements
Conversion improvements due to speed improvements.
Slightly higher cost to service due to upskilling requirements.

Alternatives Considered

Google Tag Manager and Twilio Segment

We primarily selected Tealium IQ over Google Tag Manager as we had a requirement to utilize Tealium Audience Stream which required Tealium IQ. Overall, we have seen benefits from using Tealium IQ, such as performance improvement and easier integration of some third-party tags. The downside is that there is an additional cost for Tealium IQ over the free version of Google Tag Manager and there has been some upskilling required due to it being a new technology.

Key Insights

Do you think Tealium Customer Data Hub delivers good value for the price?

Yes

Are you happy with Tealium Customer Data Hub's feature set?

Yes

Did Tealium Customer Data Hub live up to sales and marketing promises?

Yes

Did implementation of Tealium Customer Data Hub go as expected?

Yes

Would you buy Tealium Customer Data Hub again?

Yes

Other Software Used

Optimizely Web Experimentation

Likelihood to Recommend

Tealium IQ is well suited as a tag management solution particularly if you are looking at using other components of the Tealium ecosystem such as audience stream. We have found it to be an extremely capable tag management system and provides us far more advance capability over the Google Tag Manager solution we utilized previously. If your tag management needs are basic and you do not require Audience Stream there may be other alternatives such as Google Tag Manager.

Tealium Customer Data Hub Feature Ratings

Using Tealium Customer Data Hub

Users and Roles

20 - Digital, IT, Marketing

Support Headcount Required

1 - Technical and analytical skill set. In our case they came from a digital marketing and experimentation background.

Business Processes Supported

Audience Creation
Orchestration of campaigns
Leads Management

Innovative Uses

Improve speed to market for new campaigns
Create highly targetted campaigns
Link web browsing activity to behavioural analytics

Future Planned Uses

Personalisation

Likelihood to Renew

We are extremely happy with the product and can see a use for it in the future.

Evaluating Tealium Customer Data Hub and Competitors

Products Replaced

Key Differentiators

Product Features
Product Usability

We could see how it could unlock a lot of capability and make it easier to orchestrate experiences across multiple owned channels.

Evaluation Lessons Learned

Start first with Tealium rathern than try and implement it and a marketing automation solution at the same time.

Oh and do it much earlier.

Tealium Customer Data Hub Implementation

Implementation Rating

Took longer than we expected but that was down to us not knowing what we were doing. Tealium though were really helpful and consultative.

Implementation Details / Implementation Partner

Implemented in-house

Implementation Phases

Yes - Initially it was deploying telaium IQ, then it was configuring our various apps to pass data to the data hub. Then it was all the lower priority apps.

Change Management Lessons

Change management was minimal - NA

Implementation Issues

Us not knowing what we were doing
Unclear requirements
Competing priorities

Tealium Customer Data Hub Training

Training Types Used

Online Training

In-Person Training

Online Training

Did what we needed to onboard us onto the platform

Configuring Tealium Customer Data Hub

Product Configurability

Highly configurable, has done pretty much everything we needed it to

Configuration Lessons

Take the time to think about what you need. Ensure your internal teams are ready to implement.

UI Customization

No - we have not done any customization to the interface

Additional Customization Considerations

Tealium Customer Data Hub Support

Support Rating

They are always on hand to answer our questions and they push us at least as hard as we push them. It's a great partnership.

Tealium Customer Data Hub Customer Support Pros and Cons

Pros	Cons
Quick Resolution Good followup Knowledgeable team Problems get solved Kept well informed No escalation required Immediate help available Support understands my problem Support cares about my success Quick Initial Response	None

Premium Support

Yes, as we wanted to ensure we had the coverage we needed. It has proven worthwhile.

Bug Resolution

Exceptional Examples of Tealium Customer Data Hub Support

During the implementation our requirements were frequently unclear or changing and they absorbed this uncertainty and helped us focus on what was important.

Using Tealium Customer Data Hub

Usability

Very intuitive and easy to find what you are looking for. Doing the training does help though. We have onboarded multiple new users and came across no issues with getting them up to speed. Probably one flaw is that you do need to be aware of what other changes people are making as it's possible to overwrite things occassionally.