Standardize and Syndicate Data Collection

Problem
Customer data commonly exists across many systems and is managed within silos. This creates challenges to standardizing data because the task requires a lot of manual effort.

Solution
Collect customer data where all incoming data is mapped to a common taxonomy across all systems and defined in your own business terms.

Step 1 — Get Your Ingredients
In this example, we are working with both web and mobile data using Tealium. Having one tool for multiple sources of data collection not only increases the efficiency of collecting the data, but also dramatically increases the efficiency of using the customer data later.

Step 2 — Define Audiences
As data is collected, we map it to a data layer. Once the data from all the channels is standardized it can be easily combined to define audiences.

Step 3 — Activate Across Channels
These audiences can be managed centrally, but activated in each channel of your tech stack using rules.