In my previous blog, I had mentioned how Tealium can be beneficial for Marketing Automation. The next step is to connect the Marketing Automation tool with Tealium. But before we proceed and establish a connection between the two, we must understand the key requirements for a successful setup.

To begin with, it is significant to focus on the data structure/architecture of the tools:

• The type of values we want to transfer
• The fields to focus on and how they will be set up in the tool
a. In certain cases, it might be essential to set up custom fields
• The kind of code we have to write or the inbuilt connector that needs to be utilized
a. To make it simple, Tealium has an inbuilt connector for cloud apps of Eloqua, Marketo, Hubspot and other Marketing Automation tools. Some of the connectors are given below (Source – Tealium):

• Create relevant tags in Tealium (sample as below)

There are two types of Integration that can be taken into consideration to connect Marketing Automation tool and Tealium:

1. Device - Based Delivery:  In this case, we can define the Source to pick data from and define the destination where its impact will be felt.

• Audience stream: Using this approach, connectors are hosted in Tealium and relevant data can be picked for further use / personalization.

For some Marketing Automation tools, Tealium provides a Device – Based delivery and Audience Stream integration, but for others, Audience stream type of integration is only available.

Here are the features we can utilize via integration:

1. Adding Contacts to a shared list
2. Add / Remove Lead from a List
3. Remove Contacts from a shared list
4. Insert Contacts
5. Create Lead
6. Update Contacts / Lead
7. Subscribe Contact to Email Group
8. Unsubscribe Contact from the Email Group
9. Send a Transactional Email

Features are not limited to this, there are many more. Now that we are aware of the types of integrations, the next step is to identify the types of devices that are supported for integrations.

The available supported device types include:

• Web Browser
• Mobile
• Your server
• Connected Devices

Once you are done with the selection, you can then define Audiences, attributes, tags and other variables to make a connection.

Make sure you define actions that need to be captured / triggered based on the integration requirement. We can use Trace to trace activities or events, since it will help in analyzing the kind of values we are getting and how it will show up in automation tools.

Apart from this, we need to make some changes in Marketing Automation tools - this includes creating test contacts, custom fields, Forms, notification emails to ensure data is entered correctly. The next step is to carry out multiple testing to check if data is flowing correctly.

Puneet Vij Senior Manager – Demand Generation, Altudo

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