Tealium , the trusted leader in real-time customer data orchestration, today announced the launch of Tealium Functions, a new free feature within the customer data platform. Tealium customers. Customers can now connect to custom destinations, transform data, automate workflows, and launch new use cases faster with simple code.
After the pandemic, most of the customer experience is digital. However, the ecosystem of data and technologies that generate these experiences is rarely based on a single platform. To keep the entire process connected, companies need more flexibility and options from their Customer Data Platform (CDP) to quickly create custom integrations, automations, and transformations “on their own” for their application stacks and cases of particular use. In addition to being an industry-leading integration marketplace, Tealium Functions now offers developers a canvas to leverage JavaScript code to rapidly develop custom solutions and launch new use cases faster.
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Specifically, Tealium features can help clients:
- Build or develop custom integrations to connect to custom destinations or quickly customize existing integrations on the market.
- Transform data in real time and stream it prior to activation to ensure it is in its most usable format across the entire technology stack.
- Automate workflows to minimize time-consuming repetitive tasks and increase efficiency on a large scale.
- Quickly connect to external data sets to leverage critical data that is located outside of a company’s customer data platform (CDP).
“As we move forward with our use cases with Tealium, we have seen incredible opportunities to leverage more data that is outside of CDP,” said Jeff Newell , technology manager for Meridian Energy. “For example, there is a lot of data outside of our own front-line data that could help enrich our data sets and personalize a web experience. With Tealium Functions, we can now query databases through their third – party APIs. to enrich the web experience for our customers. This gave our team greater flexibility, but without additional complexity, and we were able to develop, test and support this use case in hours instead of weeks. ”
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“At Alaska Airlines, we are working to create personalized travel experiences for each guest,” said Joshua Benard , Alaska Airlines Product Manager. “To do it on a large scale, we need to supply the right customer data to the right tools across our entire stack, at the right time. The Tealium integration marketplace helped us in the beginning with that effort, but as our cases of As usage progressed, we found a greater need to customize the way those integrations worked for us. ”
“With Tealium Functions, we got a canvas to work with our developers and customize existing integrations within the Tealium integration catalog with some simple JavaScript. In one day, we were able to write code to customize our integration with a key customization tool in our stack to incorporate a broader set of events to inform how we would deliver the customer experience. Tealium Functions gives us additional flexibility with our customers’ data infrastructure to bring new and personalized ideas to life. ”
Tealium Functions is currently generally available to the Tealium Event Stream API Center and AudienceStream CDP customers, allowing them to create custom functions for data destinations and integrations. Later this year, Transformations in Tealium Functions will be available to further expand customization capabilities and allow customers to create functions at the point of data collection to transform, modify, or validate events prior to processing.
“We pioneered this type of customizability to the market when we introduced extensions to Tealium iQ Tag Management, and Tealium Functions brings the same customization flexibility to our server-side products,” said Mike Anderson , chief technology officer and founder of Tealium. “With Tealium Functions, our vision is to enable customers to create a layer of personalization that can be used at any point in the data lifecycle so they can truly identify and address their most complex business needs.”
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