Creating maximum value with a good process

Judith Ram

Managing Consultant

9 December 2019

5 minutes reading time

Over the past few years, we’ve seen the release of several new platforms that focus primarily on generating ‘customer profiles’. The challenge has been to create and present a 360° picture – or more realistically, to create profiles that can be enriched using multiple data sources and at least present an as complete a picture as possible.

Platform users soon discovered that the main challenge wasn’t implementing these solutions, but managing and using them. Inserting a new link into their online marketing process chains meant redefining the way they worked. In partnership with one of our clients, Cloud Nine Digital configured a workflow using Tealium AudienceStream™ that focused fully on creating maximum value. Here’s how we did it.


Tealium AudienceStream™

Tealium has always been our client’s preferred supplier – they’d already been using Tealium’s tag management solution for many years. When Tealium announced its new customer data platform, AudienceStream™, our client needed little or no convincing about its merits. The main goal behind Tealium AudienceStream™ is to enrich the customer journey by personalizing communications and interactions with individuals, based on actual customer characteristics rather than generic profiles.

Besides elevating the customer experience, our client also wanted to:

  • Optimize the use of its marketing budget
  • Get a clearer picture of its customers
  • Improve its bottom line


The challenge

As is common with many data management platforms (DMPs) and customer data platforms (CDPs), implementing Tealium AudienceStream™ and onboarding our client’s employees involved developing three use cases, which we did in close partnership with Tealium’s consultants. The goal was to enable our client to manage the system and to derive maximum value from the system on its own. This presented the following challenges:

  1. How could we configure the workflow to make the most of the system’s new features and functionality?
  2. Which specific use cases would actually generate the highest return? (After all, it wouldn’t be the first time that unbridled creativity resulted in unprofitable use cases as a result of ‘oversegmentation’.)
  3. How could we ensure clarity about the parameters needed to create use cases? (For example, data availability, marketing content, compliance, etc.)
  4. How could we safeguard quality – as part of both the release process and analysis? (With the growth of channels and data it’s important to keep consistency)


Our approach

Cloud Nine Digital always seeks to achieve a state of ‘flow’. First and foremost, this involves identifying any pitfalls, bottlenecks or obstacles that could result in a negative CDP/DMP user experience. We spoke to all the stakeholders, for example, the CDP owner, as well as all product owners whose products were dependent on the new system or would be affected by it. It’s often surprising just how many issues need to be taken into consideration when implementing a CDP or DMP.


Our solution

Working in Airtable – a handy collaborative planning tool – we outlined the steps required to build a solid use case, together with the relevant team members.

Next, we created a checklist for each of the nine steps and determined who’d be doing what and by when. We did this in close partnership with the marketing department – providing them with proper guidance and setting out clear expectations – as it’s generally marketing’s responsibility to carry out most of the tasks involved.


The result

Cloud Nine Digital’s stepbystep approach and structured solution helped generate the clarity, confidence and commitment within the team that they needed to tackle these new working methods and to take full advantage of their new Tealium AudienceStream™ platform. In short, they were soon experiencing a shared state of ‘flow’ – essential, especially in the early stages of implementing a new system. What’s more, investing time and effort in this process upfront soon proved highly profitable as they quickly went on to successfully release use cases without our assistance.

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