Segment and Target Audiences with Tealium's AudienceStream

Allison Howen
by Allison Howen 30 Sep, 2013

Tag management solutions provider Tealium has launched a new audience discovery platform that helps marketers identify and target their most actionable audiences in real-time.


The platform, dubbed AudienceStream, enables marketers to create segments around actionable audiences and then distribute those segments to digital marketing tools to trigger real-time marketing actions based on behavior. This helps marketers improve remarketing efforts and drive real-time personalization of content and product offerings. In addition, Tealium AudienceStream connects user activity across vendors and platforms, including Web, mobile and even offline channels, like call centers or point-of-sale systems.


"For too long, marketers have struggled with a lack of integration between vendors and no easy way to turn customer insight into action in a timely manner," said Eric Peterson, founder and senior partner at Web Analytics Demystified. "Tealium AudienceStream offers an important breakthrough for transforming customer data into marketing action on a real-time basis."


AudienceStream is built so that marketers can not only define and segment their audiences based on real-time data, but also execute distribution strategies. In fact, a key aspect of AudienceStream is a distribution marketplace that enables marketers to send their actionable segments to digital vendors across multiple categories, including email, multi-channel messaging, content management, site optimization, customer relationship management, data management, data visualization, business intelligence and data warehousing platforms.


The AudienceStream platform is the third module within the Tealium DataCloud, which is a digital data distribution suite that was announced in January. The new product, along with the other DataCloud products, can drive marketing results for businesses across most verticals and business models, including ecommerce, publishing and lead generation, to name a few.


"Tealium AudienceStream builds upon our core tag management platform to create a new class of application for driving marketing performance," said Jeff Lunsford, CEO of Tealium. "AudienceStream solves many challenges that have plagued marketers for years: timely customer data integration, a true 360-degree view of the customer journey, and the ability to take action on customer data in real-time. We are pleased to offer this new product to our many customers and look forward to working with industry-leading digital marketing partners."