Name: Context Is the Differentiator: Structuring First-Party Data for AI Success
Start: 2026-02-06T17:00:00Z
End: 2026-02-06T17:00:29.000Z
Location: BrightTALK

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.

In this engaging episode of the Data Layer Sessions, Zack Wenthe hosts Giorgio Suighi, Global Lead at WPP Media. They discuss the evolving landscape of data strategy, AI integration, and the importance of foundational data in driving business success. Giorgio shares insights from his extensive experience, emphasizing the need for a cohesive strategy that aligns AI with broader business goals. This session is a must-listen for anyone looking to understand the intricacies of data orchestration and AI's role in modern business.

What you’ll learn:
- How to align AI initiatives with overarching business strategies for maximum impact.
- The critical role of data quality and structure in successful AI and data-driven projects.
- The pitfalls of chasing technological trends without a clear strategic purpose.
- The importance of cross-functional teams in leveraging data and AI effectively.

Who should attend: Global marketing ops, privacy/compliance partners, data governance, enterprise architecture

Data Layer Sessions: AI With a Purpose: Align Data Strategy to Business Outcomes at Global Scale

In this insightful session with Scott Brinker, we delve into the evolving landscape of marketing technology and the pivotal role of data and AI. Scott shares his expertise on how professionals at different stages of their careers can navigate the disruptions brought by technological advancements. Scott Brinker has spent 15 years mapping the martech evolution from tags to CDPs to “AI everywhere,” translating what the shifts actually mean for operating models, measurement, and investment decisions. He emphasizes the importance of context engineering and the strategic use of data to differentiate in a competitive landscape. 

What you’ll learn:
- The forces reshaping the stack (and which ones are overhyped)
- The role of context engineering in leveraging AI effectively.
- What you should be focusing on to drive meaningful business impact.
- The reason “SaaS is dead” is merely clickbait, and what is actually the new reality.

Who should attend: Marketing leadership, marketing ops, CX, data/analytics leaders, IT partners

Data Layer Sessions: The Martech Evolution and What Comes Next

Mike Anderson kicks off this series by diving into the intricacies of the data layer, exploring its evolution and significance in today's digital landscape. This session highlights the importance of customer-centric data strategies and how they drive digital transformation. You’ll hear insights on how businesses can leverage data layers to enhance customer experiences and make informed decisions in real-time. We’ll also look ahead to the opportunities presented by AI and the need for high-quality data to fuel effective customer engagement.

What you’ll learn:
- The foundational role of the data layer in digital interactions.
- The resurgence of interest in data layers and its implications for businesses.
- Strategies for leveraging customer data to drive conversions and enhance experiences.
- The evolution of data layers from web analytics to AI-driven insights.

Who should attend: Digital analytics, MarOps, data engineering, product analytics, web/mobile owners

Why the Data Layer Is Back: Powering Conversions, CX, and AI Outcomes

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.

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

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

Data Layer Sessions: Customer Data Infrastructure for 2026

A well-structured data layer is critical in driving successful AI initiatives and meaningful business impact. In this session Zack Wenthe and Nick Albertini explore the challenges organizations face with first-party data, the importance of contextually relevant data, and the necessity of governance in maintaining data integrity. The conversation also covers practical use cases and the potential pitfalls of poorly managed data systems, offering listeners valuable insights into optimizing their data strategies.

What you’ll learn:
- The significance of a well structured data layer
- The role of governance in ensuring data integrity and preventing AI failures.
- Practical strategies for making data platform-agnostic to enhance business flexibility.
- Insights into common pitfalls in data management and how to avoid them for better business outcomes.

Who should attend: Enterprise MarOps, analytics leads, data engineering, IT/architects, program owners

Context Is the Differentiator: Structuring First-Party Data for AI Success

data strategy

Enterprise Architecture

Data Governance

data layer

Customer Data

Customer Data Platform

customer data infrastructure

first-party data

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Context Is the Differentiator: Structuring First-Party Data for AI Success

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