Jay Calavas, Chief Evangelist at Tealium, gave this inspiring presentation at Mezzo Labs' "Future of Web Analytics" event in June 2014.

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BUILD YOUR OWN MARKETING CLOUD
Jay Calavas
Chief Evangelist
t: @jaycalavas
e: jay@tealium.com
c: 858.229.5496

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• Largest enterprise tag management and data
distribution company
– Over 400 customers
– 180+ employees
– 50 person engineering team
– Industry’s largest education team
• Proven, digital marketing-savvy management team
that has worked together before
• Well funded ($47M) via Battery Ventures as Lead
Omniture, BazaarVoice, Marketo, ExactTarget, BlueKai
• Fanatical about customer success
About Tealium
RECOGNIZED AS THE
GLOBAL MARKET
LEADER
Tag Management Buyer’s Guide,
Econsultancy, 2012
WINNER, GLOBAL 100
Red Herring Tech,
November, 2013
ONE OF TOP 100 MOST
PROMISING COMPANIES
Annual list of top 100 privately-held,
high growth companies, Forbes,
2014
PRODUCT OF THE YEAR
AudienceStream voted technology of
the year by the DAA, 2014

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• Unified marketing
• Cross-device
• Omni-channel
• Real-time
• Absolute data ownership
The Holy Grail!

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What are Marketing Clouds?
• Typically non-integrated solutions:
– Salesforce.com – ExactTarget, BuddyMedia, Radian6
– Adobe – Omniture, Demdex, Neolane, Efficient Frontier
– Oracle – BlueKai, Vitrue, Eloqua, Responsys, Endeca
– IBM – Coremetrics, Unica, Tealeaf
– Google – Google Analytics, DoubleClick, Adometry, AdMeld
• Many ‘best of breed’ solutions sit outside of
existing marketing clouds
• Well defined data layer allows companies to
‘build your own marketing cloud’

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• Foundation for digital marketing
• Define data once across all digital
assets
• Standardize and control data
distribution to vendors
• Enrich to include visitor attributes and
insights
What is a Data Layer?

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Experience Layer
No Data Layer = CHAOS
Application Layer
Today there is Chaos at the Data Layer

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Unification, Security, Control, Privacy,
Enrichment & Ownership
Common Language Across Clouds, Platforms
and Tools
Experience Layer
Data Layer: ORDER
Application Layer

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Tealium Brings Order to Marketing Chaos
A/B Testing Ad Networks
Affiliate Marketing
Email Marketing
Lead NurturingMarketing Automation
Voice of Customer
Analytics
Chat
Banner Ads
Personalization
Search Engine Marketing
Visitor Remarketing
Visitor Retargeting
Social Marketing
• A/B Testing
• Ad Networks
• Affiliate Marketing
• Email Marketing
• Lead Nurturing
• Marketing Automation
• Analytics
• Banner Ads
• Chat
• Personalization
• SEM
• Social Marketing
• Visitor Remarketing
• Visitor Retargeting
• Voice of Customer

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Build Your Own Marketing Cloud – Open Vs. Closed
1000s of
best-of-breed
point solutions
Hey it’s
Jay!
No, its
user
27475
I don’t
know
that guy
Oh its
jay@tealium
.com
Hello
858494
All of us
are
confused
Tealium says ‘Hey Everybody, its JAY!’
Hey everybody, thanks
for remembering me!

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Advertising
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Analytics
Content Testing
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Email Marketing
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Social
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Analytics
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Email Marketing
Marketing Automation
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Advertising
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CRM
Email Marketing
Marketing Automation
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Analytics
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CRM
Email Marketing
Marketing Automation
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Social
Advertising
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CRM
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Marketing Automation
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-
Advertising
Affiliate Marketing
Analytics
Content Testing
CRM
Email Marketing
Marketing Automation
Retargeting
Social
Marketing Clouds Today: Fragmentation
1000s of
best-of-breed
point solutions

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Advertising
-
Analytics
Content Testing
-
Email Marketing
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-
Social
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Analytics
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Email Marketing
Marketing Automation
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-
Advertising
-
-
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CRM
Email Marketing
Marketing Automation
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Analytics
-
CRM
Email Marketing
Marketing Automation
-
Social
Advertising
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CRM
-
Marketing Automation
-
-
Advertising
Affiliate Marketing
Analytics
Content Testing
CRM
Email Marketing
Marketing Automation
Retargeting
Social
Build Your Own Marketing Cloud – TEALIUM
1000s of
best-of-breed
point solutions

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5 Reasons to Build Your Own
Marketing Cloud

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• Don’t be tied to one marketing cloud
• Leverage the best solutions in the
digital marketing eco-system
• No one vendor can cover all of
your needs
1. Leverage Best of Breed Solutions

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• Leverage data layer to make all your
applications speak the same language
• Segment and share visitor profiles
across the application stack
• Drive more profitable customer
interactions across digital touch points
using your existing applications
2. Engage in Unified Marketing

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• Stitch customer journey across
marketing channels, and devices
• For example, understand lifetime
visitor value across all web, mobile
and even offline touch points
3. Connect the Customer Journey

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• Make your applications work
together for the first time
• Information in one channel informs
action in another
• Reduce data warehousing needs
• Unify teams
4. Maximize Your Marketing Investments

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• Take action in real-time, not 24-48
hours via traditional data
warehousing methods
• Go from batch, backward-looking
data to real-time forward-looking
data
5. Leverage Real-Time Interactions

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“Business analytics and digital intelligence are
expanding markets for us. Recently, we announced
a partnership with Tealium, which enables
customers to bring client-side data from user
interactions on the website into Splunk Enterprise
and then correlate that with server-side data and
other data sources. Through this integration, the
customers now have a deeper understanding of
how they are interacting with their users across
digital channels.”
– Godfrey Sullivan, 8/29/13 earnings call
Big Data: Partnership

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Ancestry.com Preso
Digital Velocity 2014
‘Unified Marketing’

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In your organization’s view, what are the primary advantages of unifying digital marketing applications and data?
Check the top three.
Source: Econsultancy
Unified Marketing Benefits
NEW SURVEY DATA!
59.70%
73.60%
27.80%
41.70%
6.90%
22.20%
50.00%

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THANK YOU!
Jay Calavas
Chief Evangelist
t: @jaycalavas
e: jay@tealium.com
c: 858.229.5496

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Turnkey Tag Support
700+Pre-configured, turnkey
vendor integrations
Turnkey DataLayer Partners
Community: Partners
Turnkey Data Partners
Agency Partners
100+Interactive agencies, systems
integrators and consultancies

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IR500