Name: Build or Buy Your CDP? How to Choose the Right Approach for Your Business
Start: 2021-10-27T00:00:00Z
End: 2021-10-27T00:00:46.000Z
Location: BrightTALK
Rating: 4

Tealium powers the new era of real-time customer engagement and marketing, enabling global businesses to unlock their customer data and create more meaningful, relevant customer experiences. The company’s industry-leading customer data platform, comprised of an enterprise tag management solution, omnichannel customer segmentation and action engine, and suite of rich data services, creates a vendor-neutral data foundation that spans web, mobile, offline and IoT.

Contact centers are under pressure: customers expect fast, personalized help, agents are stuck switching between systems, and marketers often can’t see (or use) what happens during these interactions. At the same time, AI and automation are rapidly reshaping how service is delivered.

In this fireside chat, leaders from Amazon, Tealium, and Slalom will share how brands can use unified first-party data to modernize the contact center and deliver exceptional customer experiences while improving efficiency and reducing operational costs.

We’ll explore:
- The biggest challenges contact centers face today – long handle times, fragmented data, and inconsistent experiences across channels

- How to combine Tealium’s real-time customer data with Amazon Connect to power smarter routing, agent assist, and AI agents

- Ways to use a company’s first-party data and contact center signals together (e.g., click-to-call for high-intent visitors, deflecting low-value calls, and feeding call outcomes back into your customer data model) to better serve customers

- Practical implementation patterns from Slalom – how to design the architecture, implement the right solution, and operationalize it across CX, marketing, and data teams to deliver value to your company and your customers

- How to start small, scale responsibly, and ensure CDP- and Connect-powered experiences translate into real improvements in agent efficiency, customer satisfaction, and operational performance.

This session is ideal for CX and contact center leaders, marketing and digital teams, and data/IT stakeholders who want to turn their contact center into a connected, AI-ready engagement channel.

How Amazon, Tealium, and Slalom Activate First-Party Data to Power the Modern Contact Center

In today’s data-driven world, every decision, customer interaction, and innovation depends on how effectively you harness your data.

But too often, data lives in silos — disconnected, incomplete, and underutilized.

It’s time to turn that challenge into your competitive advantage.

Tealium has been recognised as a “One to Watch” in Snowflake’s 2026 Modern Marketing Data Stack Report. Don’t miss your opportunity to see how these platforms work together to transform your data into actionable insights.

Tealium + Snowflake: Better Together

Many teams want real-time mobile data — without adding another SDK to maintain. In this session, Christina Shell, Senior Solutions Consultant, shows how Tealium enables you to capture and activate mobile data using secure APIs, backend routing, or your cloud data warehouse — all without embedding SDKs.

You’ll learn how to:

- Stream mobile events directly to Tealium’s EventStream using our Collect HTTP API

- Route data through your own backend for validation, enrichment, or rate limiting

- Leverage Snowflake, Databricks, or BigQuery for governed enrichment and activation

- Balance sub-second activation speed with engineering control and compliance

Whether you’re an engineer, architect, or marketing leader, you’ll see how Tealium’s composable architecture delivers real-time engagement without sacrificing performance, governance, or agility.

Real-time Mobile Data Collection Beyond the SDK

Collecting mobile app data doesn’t have to mean embedding yet another SDK. In this 15-minute session, we’ll show how Tealium enables teams to capture rich, real-time mobile data — without the added SDK weight or latency risk.
You’ll see how Tealium’s architecture gives you the flexibility to:
Stream mobile data directly from your app to your data cloud — no SDK required


Reduce app size and release cycle dependencies


Maintain governance and control while staying agile across development teams


Scale effortlessly across platforms and environments
Whether you’re an engineer optimizing app performance or a marketer seeking faster activation, you’ll see how Tealium’s lightweight, composable architecture simplifies mobile data collection — without compromise.
Who should attend:
Mobile developers, data engineers, and digital teams seeking more flexible and efficient approaches to in-app data collection.

Learn how FanDuel - in partnership with Zion & Zion - built a data-driven foundation for advanced analytics and ML to unify siloed data sources into a single cloud-based data warehouse. FanDuel moved beyond basic reporting and embraced ML models to predict viewer preferences, personalize UX and inform decisions. These ML insights activated in Tealium’s CDP enabled smarter segmentation and ROI growth.

From Data Foundations to ML-Driven Personalization: Transforming the Sports Streaming Experience

Join Tealium's CEO, Jeff Lunsford, as he kicks off Digital Velocity, dives into the AI & Data on the Digital Frontier and shares Tealium’s customer data innovation.

Digital Velocity’s Greatest Global Hits Kickoff

In this session, Saul Lopes, Head of Customer Marketing & Engagement at Compare The Market, shares the transformative journey of building a customer-centric culture from accelerated feedback loops and advanced testing culture - to better serve customers. As Saul delves into strategies for aligning purpose, people, and processes, discover how empowering both teams and customers unlocks customer satisfaction and business growth driving 80% of revenue with the CDP in just 6 months.

From Complexity to Simples: Building a Winning Customer-Centric Culture

AI is full of promise, but how do we move beyond the hype to real, meaningful outcomes? In this session, James O´Keefe explores how L&G, in partnership with Tealium, is navigating AI – leveraging automation for efficiency, unlocking real-time personalisation, and tackling the complexities of customer engagement. From streamlining data to making sense of chaos, L&G breaks down how a strategic, domain-driven approach turns AI into a powerful force for smarter, more seamless and human-centred experiences.

From Hype to Hope: Turning AI’s Promise into Human-Centered Impact

In a world where “the big fish used to eat the small fish – now, the fast fish eats the slow fish”, agility is the ultimate advantage. As digital marketing accelerates, brands must adapt quickly to stay ahead. Join Twinset, the Italian fashion brand with 170+ stores, to discover how they are redefining omnichannel marketing in an AI-powered, data-driven era. Learn why speed is the new competitive edge – from technology and operations to customer experience – and how being fast, not just big, is shaping the future of retail.

In an Era Where Fast Fish Eat Slow Fish, Is Your Brand Keeping Up?

Discover how one of Britain's oldest institutions leveraged Tealium’s Moments IQ to transform their guest checkout experience and digital engagement strategy. Learn how Royal Mail implemented cost-effective testing to deliver personalised experiences without lengthy development cycles. 

This session demonstrates how even the most complex enterprises can break free from traditional constraints to drive innovation. Johnathan will share how rapid experimentation has led to enhanced customer engagement and concrete ROI – all while maintaining brand consistency and regulatory compliance.

Delivering Agile Innovation: Royal Mail's First-Class Experiment in Customer Consent & Retention

Join Ryan Rohrman, CEO of Rohrman Auto Group and Patrick Crosby, Alliance Lead from Snowflake as they explore how integrating a real-time CDP with Snowflake Cloud Data Warehouse unlocks new possibilities for data-driven decision-making. Discover how real-time data collection and activation enable better customer insights and analytics to jumpstart sales and marketing efforts.

How a Real-Time CDP and Your Data Warehouse Can Drive More Sales

In an evolving digital landscape defined by regulatory changes and shifting technologies, marketers face growing challenges in delivering impactful, personalized campaigns. Join industry experts from Four Season, Pinterest, and Snap as they share how to overcome these hurdles with turnkey adoption of the Conversions API (CAPI). 

Discover how Tealium's platform enables secure, efficient CAPI implementation while driving improved personalization and media performance. Learn how strategic partnerships with trusted platforms are helping brands navigate complexity, achieve measurable results, and stay ahead in a privacy-first world.

Featuring:
Dylan Draper - Manager, Marketing Technology, Four Seasons
Jen Farruggio - Global Business Development Lead, Pinterest
Sheila Bhardwaj - Revenue Product Partnerships, Snap
Matt Gray - VP, Global Partnerships, Tealium

Tips for Improving your Marketing Attribution, Targeting, and Performance Initiatives with the Conversions API

Invoca, Tealium, and DIRECTV held an ideation session last year that took this long-standing shared customer relationship to the next level. By working together to educate stakeholders from across the business about the technologies available to them increased adoption rates and value driven by the platforms exponentially. The result? A 12-month innovation plan to drive business value across six different teams.

How to Take a Use Case from Ideation to Activation

In a world where telco offerings are becoming increasingly commoditised, the next wave of competitive advantage lies in the intelligent use of data and AI. This session unpacks how Spark New Zealand combined Tealium’s real-time data capabilities with Kapello— Spark’s AI-powered decisioning engine—to activate first-party data at scale, enhance customer experience, and unlock new growth opportunities.

Featuring:
Travena Addenbroke - Marketing Transformation & Gen Ai Lead, Spark New Zealand
Scott Kempster - MarTech Chapter Lead, Spark New Zealand

AI-Powered, Data-Driven: How Spark NZ Is Transforming Customer Decisioning with Kapello and Tealium

As the travel industry rebounds in a post-COVID world, Cathay Pacific is taking flight with a renewed focus on customer experience, loyalty, and retention. In this keynote, discover how one of Asia’s most iconic airlines is leveraging its Customer Data Platform (CDP) in partnership with Tealium to transform the way it connects with travelers across every touchpoint.

From building a best-in-class Center of Excellence to empower cross-functional teams with actionable insights, to testing and experimenting at scale, Cathay Pacific is redefining what modern customer engagement looks like. Hear how they’re using data and AI to power intelligent chatbots, optimise omnichannel interactions, and create more meaningful, personalised journeys that keep travellers coming back.

Flying Smarter: How Cathay is Innovating Customer Experience, Loyalty & Retention

In a rapidly evolving digital landscape, mastering the complexities of data collection and analysis is critical for success. Join industry pioneers Kevin Wysocki, Scotty Hagen, and Ben Thompson as they unveil cutting-edge strategies for leveraging Tealium and advanced MarTech solutions.

Featuring:
Ben Thompson - Senior Director, Analytics & Data Products, Bluestem
Kevin Wysocki - Chief Executive Officer, Sentinel Insights
Erin Ankeny - Executive Vice President, Sentinel Insights
Scotty Hagan - Founder, Project 3 Consulting

CDP and Data Strategy: Create Savings, Engage Customers, and Power an Enterprise Data Utopia

When it comes to evaluating a Customer Data Platform (CDP), companies oftentimes must ask the most critical question: can we build this ourselves in house? The answer is not a simple yes or no, rather a discussion around time, cost, and the components of a CDP your team deems most important.

That’s why in this panel, we’re sitting down with the founder of the Customer Data Platform Institute, David Raab, to share how companies can determine what to build and what to buy to create the highest business value. We’ll also cover:

- An approach that isn’t an all-or-nothing choice to help you feel more confident in your CDP journey
- Ways to inspire both business users and IT teams to work together to identify uncertainties about future needs
- Key takeaways from our latest white paper, Build or Buy Your CDP? Choosing the approach that’s best for your business.

Build or Buy Your CDP? How to Choose the Right Approach for Your Business

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Build or Buy Your CDP? How to Choose the Right Approach for Your Business

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Tealium