Franz: “How about moving all your traditional client-side Adobe or Google Analytics tracking server-side?”
Britney: “Great, but then I have to hand that hard-fought Tag-Management-based freedom and control over my data flows back to developers and release cycles?”
Franz: “No, you can do server-side tracking AND keep Marketing in control over the tracking logic like in a TMS. This at least is another value proposition of Tealium’s ‘Universal Data Hub’, a Customer Data Platform.”
Very bold by Franz, right? We tested his claim.
How about a Data Layer that somehow gets additional data on your current visitor – on the fly – without your developers having to implement anything?
Tealium’s “Universal Data Hub” (UDH) claims to be a central place for acting on real-time customer behaviour data. The promise: Get customer data into the “Hub” from anywhere, enrich it via rules, have it stitched and join it with data from other sources, and then send it server-side to wherever you need it, via connectors or APIs.
The more product data, the more work for developers, the heavier your Data Layer. Tealium’s “Dynamic Data Layer Management” promises to ban at least the developer part forever. The idea is to enrich your Data Layer in real time with data (like “best-price” labels) that is hosted somewhere outside on a CDN. It has huge potential and is something you cannot do with a other Tag Management Systems. But does DDLM live up to its promise? We tested it.
In an E-Commerce company, work revolves around product data. That does not only apply to search filters, bidding strategies and on- and offsite advertisement, but also to data analysis. Do our best-price products really convert better than the rest? Which price ranges are we selling the most in our wine section?