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Tealium, Splunk Partner to Solve Marketing's Big Data Problem

By Darryl K. Taft     Feedback

Tealium and Splunk announced a partnership to integrate their big data and tag management solutions to help marketers better wrangle big data.

Tealium, a provider of enterprise tag management solutions and services, recently announced the integration of its digital data solution and tag management software with Splunk Enterprise.

Tealium's solution expands Splunk Enterprise to enable users to gather more than just server-side machine data to now collect client-side visitor interaction data directly from Websites, mobile Web and native mobile apps to capture insights and behaviors for a complete 360-degree view of customer interactions.

Tealium enables users with no software coding experience to deploy and manage the third-party vendor tags—code snippets—required to gather and transfer specific digital data points. With Tealium DataCloud, the company’s enterprise data platform, users can correlate and combine those data points into an actionable source. To enable the integration, users simply click on the Splunk logo in the Tealium setup process, add the requested information and hit publish—the data is then streamed to Splunk without ever touching the Website.

“It is impossible for nearly any organization to be successful in the digital world today without properly leveraging their online customer interaction data,” said Jeff Lunsford, CEO of Tealium, in a statement. “Splunk is a ground-breaking company that has helped make data very accessible and we’re proud to work alongside them to facilitate that process even further.”

In an interview with eWEEK, Lunsford said Splunk approached Tealium about six months ago about engaging in a partnership. “Splunk helps you visualize big data—on the server side,” he said. “They want to expand their data footprint so they can shine a light on client-side data.”

Adam Corey, director of business development at Tealium, told eWEEK, “The way we manage the tags is when we’re on a customer’s Website we have a master set of all their data elements. With Splunk, we’re taking that data and saving it to a file so we can take any of those data elements that exist just as if it’s any other data on Splunk. We allow the customer to define what data they want into Splunk.”

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Lunsford did a quick assessment of the eWEEK Website and found 23 tags on the site, noting that each tag had its own different types of variables, which is inefficient for marketers. Tealium’s tag management platform helps to alleviate that issue, he said.

“The world of big data gets more exciting everyday with new developments and capabilities that allow our customers to truly understand who their users are and what they really want,” said James Kernan, CEO of KWCG, a national technology consulting company, in a statement. “Our mission is to always be on the forefront of innovation, and this new technology integration between Splunk and Tealium gives us the tools to provide superior insight into the customer journey.”

“The ability to capture client-side and browser data adds a new dimension to the information and insights companies can achieve,” said Bill Gaylord, senior vice president of business development at Splunk, in a statement. “Understanding which product features or attributes are driving higher user engagement leads to a better understanding of customer behavior. Having the client server-side data available in Splunk allows companies to make this information available to and actionable by a much broader group within their organizations. Additionally, collecting data from various tags via Tealium in Splunk Enterprise provides comprehensive and unique insights that were not possible before. This integration reinforces the notion that the more data people put into Splunk, the more value they get out.”


This article was originally published on July 26, 2013
Originally published on eWeek.
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