Future-Proofing Your Marketing Technology Stack

The CCPA is much more than an opt-out button, but that little button holds the key to your ability to collect and use data about your customers. As a critical part of the customer experience — and a determining factor in whether you’ll be able to turn that customer experience into usable customer data and profiles — the consent request will be a critical part of your funnel optimization.

Join to learn how brands should be thinking about consent management in the changing data privacy landscape and review a checklist for brands looking to optimize their CCPA opt-out.

You’ll also learn:

- How CCPA opt-ins to "Do Not Sell My Data" will affect the working experience of your marketing and data teams

- Why you should think of consent as the first part of your funnel

- 5 things you should be doing to optimize your opt-out

- The ROI of building consent directly into your data collection capabilities

The promise of machine learning (ML) is huge. We’ve all benefited from machine learning technology, whether it’s something as simple as a song recommendation or something as complex as a self-driving car. And that’s just the tip of the iceberg. Yet, while the vast majority of companies have started ML projects, very few report much success. Why? Hint: it’s all about the data.

Join us as we explore the challenges companies must solve to unlock the promise of ML and how companies can use it to deliver more effective customer experiences. We’ll also show off our newest ML-powered feature, Tealium Predict, adding machine learning insights to Tealium’s Customer Data Platform.

The webinar will cover:

- What challenges must companies solve to conquer the machine learning conundrum

- What capabilities are key to get real value from ML projects

- How a data supply chain approach supercharges ML results

- Learnings from developing ML-powered products

- Walkthrough of Tealium Predict, Tealium’s newly released ML-powered customer insights tool for our Customer Data Platform

Get practical tips, proven approaches and the inside scoop on Tealium’s latest product release. Sign up today to reserve your spot!

Consumer sentiments are taking shape around the changing data privacy landscape. Consumers are now willing to trust brands they like, but data privacy is becoming more important to them especially as they become more aware of how that data is being processed and used.

Join us for a discussion on the state of consumer data privacy based on recent research, as well as:

- Why consumers default to trust -- and how brands can shore up that feeling

- Why transparency is key throughout the customer journey

- What companies can do to better serve the consumer in this landscape

- Best practices for getting started addressing regulations like CCPA

The new era of privacy has created a catch-22 for organizations. Today's consumer expects true personalization, from every business and not just Amazon. But this is difficult in an era where consumers are more conscious of their data privacy than ever. This apparent inconsistency between customer concerns over privacy and their actual online behavior and desires has been coined “The Privacy Paradox” by Gartner.

If organizations can achieve a balance of privacy and personalization, it can turn into a massive strategic advantage. Research by Accenture shows that 88 percent of consumers say companies that provide personalized experiences without compromising their trust are more appealing.

Join our upcoming webinar, where we will discuss how analytics, marketing, CX and IT teams can begin to work together to balance privacy and personalization through the right strategy, tools and organizational processes. You’ll also learn:

- The main barriers and challenges preventing organizations from delivering results through personalization
- How to establish a data supply chain and make your data a trusted asset (even in highly regulated industries
- Best practices for building data privacy practices with tech tools, organizational process, and strategy

And so much more!

Personalization has moved from an industry buzzword to a top priority for most organizations as they strive to put the customer at the center of their business. Research from Forrester has indicated that consumers will even go so far as to pay more for brands that provide personalized services or experiences. Yet even with seemingly endless amounts of data, few companies are able to generate real results and deliver meaningful, relevant experiences to customers ‘in-the-moment.’

In this upcoming webinar, we will discuss how organizations can leverage their first-party data to build integrated, cross-channel personalization strategies that can deliver more value for both customers and the business.

You’ll also learn:

- The 6 stages of personalization

-The integral role of data orchestration in the digital transformational journey

-The main barriers and challenges preventing organizations from delivering results through personalization

- How to put together technology, strategy, people, and content in order to build a robust personalization strategy

And so much more!

The GDPR and CCPA have put digital privacy at the forefront of consumers’ concerns. With its Intelligent Tracking Prevention (ITP), Apple is leveraging consumer concerns to promote the security of their browser, Safari.

The question for marketers and data professionals is whether ITP’s changes to cookies will alter their data and analytics strategies. When Apple first introduced ITP in 2017, it disrupted third-party ad tech companies and their ability to create cross-site tracking. With ITP 2.x this year, Apple has updated how Safari, the most popular mobile browser in the U.S., handles first-party cookies.

The changes to first-party cookies will have a big impact on personalized mobile campaigns for seasonally-driven industries and campaigns in mobile browsers (i.e. Safari). Short-term workarounds are available to digital marketers, but they may be quickly undone as Apple works to clamp down on them in subsequent updates.

Join this webinar and learn how to build a better long-term strategy that balances the customer experience with customer privacy, as well as:

- A deeper understanding of ITP’s limitations
- Gaining clarity on the true impact it has on analytics
- Key strategies to improving implementation of first-and-third-party cookies
now and in the future
- Ideas for Customer Experience and Marketing teams to improve cookies-related experiences like authentication

In about three months, the California Consumer Privacy Act (CCPA) will go into effect. This new legislation is slated to be one of the toughest data privacy laws in the US; however, many companies are still unsure how— or even if— the law will affect them. Whether the CCPA affects your company or not, it still reflects the growing importance for brands to invest in data governance, security, orchestration, and automation.

These next few months will be critical for brands who are quickly trying to ramp up and understand how to comply with the CCPA. If you’re left wondering what the law means for you, what the differences are between CCPA and GDPR, or what the key initial steps are you need to be taking towards compliance, you’re not alone.

Register now for our upcoming webinar where we will show you how to build a data foundation to assist in CCPA compliance as well as:

- 5 key differences between GDPR and CCPA
- The importance of automating parts of your customer data governance
- Legal and technological considerations for both laws

And so much more! We hope to see you there.

From clicks to calls, companies have a ton of customer data. Managing that data is a key business challenge, which is why so many companies are turning to Customer Data Platforms. As more vendors crowd into the CDP space, there are two clear CDP styles emerging: data-focused and campaign.

Before choosing a CDP, it’s critical to put a customer data strategy in place first that aligns with one of these CDP styles. The strategies and CDP you choose will have a huge impact on your team’s day-to-day operations, your customer’s experience, and your ability to manage a real-time, compliant customer data supply chain.

In this session, you’ll learn the key differences between data-focused and campaign-focused CDPs, as well as:

- Why your CDP strategy should be a company-wide initiative, not just marketing-driven
- How a CDP will help you overcome the challenges of collecting and activating customer data
- Why a CDP initiative is a perfect opportunity to bridge the divide between marketing and IT teams

The California Consumer Privacy Act (CCPA) will go into effect January 1, 2020 and is slated to be one of the toughest data privacy laws in the US. The law will expand and enforce the rights of California consumers in several new regulatory areas and businesses will be required to be extremely transparent about how they are collecting, using and disclosing their customers’ personal data.

This new privacy law reflects a global trend of the growing importance for brands to invest in data governance, security, orchestration and automation. Regulatory compliance is now equating to the quality of a company’s brand.

Like the recent GDPR law in the European Union, the CCPA reinforces the modern theme that operating a real-time, secure, and auditable platform for collecting, enriching and activating customer data has become mandatory - not only for compliance objectives, but also for new revenue and customer loyalty goals.

Join this webinar to learn what the CCPA is and how it applies to your organization, as well as:
- Consumer rights under the CCPA
- Key requirements and compliance details
- The impact CCPA has on your company
- A strategic roadmap to CCPA compliance
- The role of a data supply chain in CCPA
- And so much more!

For marketers who specialize in client-side data management, the shift towards a consumer privacy-first landscape means working more closely with an IT team to properly collect and activate that data. Today, tag management serves as the front-line of curating a customer experience and creating a secure, governable customer data supply chain.

However, in order to have the most comprehensive, secure, and flexible data supply chain, your organization should be looking at employing both client-side and server-side collection and delivery based on your strategic business needs and budget.

In this webinar, Jamie Wells returns to analyze current-day best practices for client-side data management and how the current industry trends are transforming the use cases for that data. Tune-in and you will:

- Understand the influence of privacy regulations on the future of your tag management strategy
- Learn how to determine what data should be collected client-side or server-side
- Discover how to create a harmonious approach to both client-side and server-side data

Whether you’re looking to deploy an enterprise tag management solution for the first time, or you’re a thousand tags deep, this webinar will give you a strategic view of where you should employ client-side data management in building a future-proof foundation for data collection.

In a hyper-competitive, cross-device, cross-experience world, consumer expectations for personalized, omnichannel experiences have put increasing pressure on brands to utilize their customer data well. At the same time, technology limitations like ITP 2.x, Google’s same-site cookies, ad blockers, and more are eliminating access to that data in an increasing push for more privacy on the web. So how do brands navigate these opposing drivers?

Data professionals will need both client-side and server-side data collection capabilities to build a scalable, future-proofed foundation to manage the increasing number of customer data sources and channels in this landscape – but each approach comes with its respective benefits and drawbacks.

In this presentation, you’ll learn about the state of server-side capabilities today as well as key considerations and use cases. We’ll also talk about how to build out a data foundation with both client-side and server-side data collection capabilities so you have the power to make the right choice for your data strategy, business needs, and budget.

Join this webinar and you’ll also learn:

- Use cases where server-side data collection can help your customer experience efforts
- The difference between client-side and server-side tracking
- The history of server-side data collection and how new models are being applied today
- Key considerations and questions you should be aware of as you move to server-side

In this four-part series, we will help your organization learn how to create a strategic approach to customer data. Top performing companies are using customer data insights from across the organization to power better customer experiences from awareness to renewals. For many companies, however, much of the necessary data remains locked away in departmental and technological silos.

In our first installment, we’ll be taking a deep dive into the Tealium-commissioned Forrester research report, “Customer Data Maturity Powers the Modern Enterprise,” as well as looking at the state of customer data maturity to understand why so many companies struggle to break down the barriers and put data into action. The recent report surveyed the state of customer data and found that even though almost 90% of organizations have some level of customer data strategy in place, many struggle to impact key business outcomes effectively.

By surveying 330 decision makers at companies across the globe – including the US, UK, France, Germany, and Japan – the report gives insight into businesses’ approach to using customer data to drive customer satisfaction, increase revenue, implement better data governance, and improve profitability.

Join us for a deep dive into the state of customer data maturity and uncover the key takeaways to help your organization build a sound customer data strategy that can drive business results.

You’ll also learn :
- The 6 dimensions of customer data maturity in an organization
- How you can put your own organization’s customer data maturity to the test
- Recommendations for beginning to build your customer data strategy and establishing a center of customer data excellence

Machine Learning (ML) is a new field, and there is a competitive advantage to those first adopters. Yet, many companies are buying ML technologies and developing strategies before they have taken the appropriate step back to evaluate whether their data is ready or not.

In this webinar, we’ll explore the evolution of Machine Learning as part of the broader data science discipline, and discuss why the fundamental need for data readiness is so crucial. Learn key steps to evaluate the readiness of your data and review how a governed data supply chain using automated orchestration can deliver a reliable engine for Machine Learning platforms today.

It’s crucial that organizations start focusing more on people, and less on campaigns, when it comes to launching successful personalization strategies that exceed customer expectations. Most brands are focusing on leveraging Campaign Orchestration to enable personalization with their data, however, the secret weapon to really connecting data between multiple teams, tools and technologies is Customer Data Orchestration.

Confused as to what each approach is? And why one is more impactful for your business than the other? We don’t blame you as both approaches aim to capture and synchronize customer data across multiple technologies in the hopes of delivering more relevant and personalized experiences for customers.

Join to learn the differences between Customer Data Orchestration and Campaign Orchestration, as well as:

- Why personalized experiences are so important to the customer journey

- How to see data as an asset (and leverage people, technology and processes) to see it as your company’s greatest competitive advantage

- Key benefits and differences between Customer Data Orchestration and Campaign Orchestration (and which strategy your brand should be employing)

- How to put Customer Data Orchestration into play in your organization

- Use case examples of why Customer Data Orchestration is so crucial to a brand’s personalization success

- And so much more!

Customers today expect the brands they’re interacting with to know exactly who they are - they are revealing their likes, dislikes and giving organizations massive amounts of behavioral and engagement information when they interact with companies digitally. In fact, 86% of buyers are willing to pay more for a great customer experience. But are brands delivering?

The goal of any mature customer data organization should be to leverage unknown and known customer data to create the exceptional experiences their customers are demanding. Rather than being reactive to customers, imagine being able to act on the behavioral signals they provide, in real-time. Yes, it’s possible to meet your customers right where they are in their journey and deliver what they need.

Join this webinar to learn:

- How to use digital experience data to act, rather than react, to consumers who are interacting with your brand
- Key strategies for orchestrating and combining customer behavior and experiences with other online and offline data points
- Real-world use cases and examples that top brands have put into place to optimize the customer experience
- And so much more

Providing a stellar customer experience starts with having good data - data that is clean, correlated and unified. But as most brands attempt to reach their customers on different channels and devices, the data being collected becomes fragmented across the organization and is difficult to take action on.

Join us to learn:

- How to align online and offline data into a single, 360 view of your customer

- Key ways to segment data to power the experiences your customers expect most

- Top strategies to accomplish identity resolution and visitor stitching capabilities

- How to turn data insights into action in your organization

- And so much more!

Siloed, fragmented and disparate data sources have become a challenge that are all too common for brands today. There are many processes and procedures brands should put into place to remove those silos so they can see a single view of their customer – but the first step in unifying data starts with unifying people.

Join us for a lively discussion on:

- Aligning your organization towards a shared goal

- 3 keys to creating a high performing data and analytics program

- Embracing the human side of data

- And so much more!

Successful brands understand the important role humans play in the evolving technological landscape. It’s critical we understand and continue to learn key strategies, tactics, and recommendations on how to optimize the customer journey with human capital and technology.

Join us for a 30-minute discussion on:

- The importance of lateral thinking in digital analytics

- The 3 components of building an impactful digital analytics programs

- How creative thinking can make the difference between an acceptable customer experience and an optimal customer experience