The 2015 CRM Market Rising Stars: Tealium Pairs Up to Personalize

This provider of enterprise tag management and real-time customer data solutions put its focus this year on personalization, with several partnerships and product launches expanding its tools in that area.

In May, Tealium integrated its iQ tag management system with IBM Commerce to enable users to launch personalized marketing campaigns. Marketers can now manage digital marketing vendor tags within IBM's e-commerce platform to create customized shopping experiences across a variety of channels, including mobile devices, social media, and in-store locations.

A month earlier, it announced a similar integration with Oracle Commerce, offering marketers a more holistic, centralized way to manage data collection and analysis and the technology for delivering personalized campaigns.

Around the same time, Tealium paired with Merkle, a performance marketing agency. Coupled with Merkle's customer-centric marketing technology portfolio, Tealium's unified marketing and audience discovery solutions will serve as the foundation of Merkle's managed services offering.

And a November agreement with Optimizely merged the audience segmentation capabilities of Tealium AudienceStream with Optimizely's experience optimization and testing platform to drive targeted digital marketing initiatives based on rich, multichannel, real-time behavioral data.

But relationships with external partners weren't the only source of new tools. The company in April launched Tealium DataAccess, built from the ground up to lower the barriers between marketing data and other company data. DataAccess makes omnichannel, event, and audience data collected from Web and mobile touch points available for real-time use across the enterprise. DataAccess integrates with data visualization tools such as Tableau, data warehouse solutions including Splunk, and business intelligence tools like Looker.

"Our ecosystem of partners is one of the critical aspects of our business," says Tracy Hansen, chief marketing officer at Tealium. "Through integrations with leading platforms like Oracle Commerce, we are enabling a new community of customers to leverage our foundational tag management system, more effectively engage with their customers, and ultimately drive more online revenue."