I mentioned about Tealium IQ in my previous post. It is real powerful tool in age of digital transformation where speed and consolidations are vital.
Let's look inside in order to meet IQ objects.
Data Layer which has Data Sources and Bundles.
Data Layer is a collection of the data from your web page
that is critical to your digital marketing campaigns all centralized in to one
location in Tealium iQ. There is an example of data layer, where we have all our objects:
By configuring data points to use in the Data Layer, such data
can be shared with marketing technology tags configured inside the Tealium Tag
Management platform, but can also be used to fire digital marketing
technologies. Data Layer is not the Data Object; the Data Object is a JSON, a
universal format which can work with all web browsers and systems alike. The
Data Object forms part of the Data Layer.
We have 6 types of data you can choose from to compose your
Data Layer.
We call these data types
data sources and they can be broken down in to the following categories:
Universal Data Object, JavaScript Page Variable, Meta Data, Cookies, Query
String Parameters and DOM Data.
UDO – The UDO is an acronym for Universal Data Object – Your
UDO is a code based representation of all the business critical information you
want to know about a page when it loads.
For example, you will want to know the pages name, any information that
may be related to the site like its country or language or the site name. You may want visitor related information or
to be aware of certain events like which products are being viewed or any
product related ecommerce data. Any
information that may be required or useful to report you can place in your UDO.
JavaScript Page Variables – These are variables on your page
that are outside of your Universal Data Object that hold a value that can be
changed. They can be text, number or
true/false Boolean values, or something like a carousel click or an event for
link tracking.
Meta Data – is used when you are referencing the content on
your page. Information on your page may
include things like author name of a blog or keywords or a title of an article.
Cookies – Tealium only tracks first party cookies. You will select this data source when you are
referencing a value in a cookie.
Query String Parameters – When a data (or a variable) is passed
within the URLs query string, you can point Tealium to that data and collect it
in your data layer. The querystring is
anything in the URL beyond the question mark.
The querystring is set up in name value pairs that are separated by an
equal sign, and each pair is separated by an ampersand. If you have ever seen a referrer code in your
querystring set to a specific value, then you have seen a querystring
parameter. The name is the referrer code
and the value is what it is equal to.
DOM Data – Any data stored in your Document Object Model, or
DOM, is automatically available to you
in Tealium Data Layer and does not have to identified in your Data Layer.
AudienceStream Attributes are treated as imported data sources in Tealium iQ. This means you cannot edit or delete them from Tealium iQ. If you want remove or modify an Attribute, you must do so from your AudienceStream profile. Moreover, you cannot send Attributes to a profile library, only to a regular profile.
Bundles - list of predefined objects in order to quickly build Data Layer based on the most commonly used Data Sources and Tealium best practices. There are Standard Bundles ranging across a variety of uses from E-Commerce to Mobile Apps and Provider Bundles from such services as Demandware and Wordpress. For example Customer Data Sources:
The Tags tab gives you the ability to load your Tags on your websites. We support over 600 hundred different Tags in our Tags marketplace. Adding and configuring your Tags through Tealium iQ can be as easy as a few points and clicks. In other word we can choose any vendor from the list in order to get predefine tag. For example, on screen below I can easy deploy, google analytics, mixpanel and kissmetrics in order to send to these systems data from data layer.
Load Rules - allow me define rules for particular tag. For example, we can run tag only on landing page or during checkout.
Data Mappings - the last step during setup of tag. It allows me to map tealium iq objects with 3rd system. For example, I can collect data through data layer and send it to Google Analytics.
Extensions gives us power to manipulate with data objects in order to use various functions and build new objects. For example, we can calculate new field, or set any value to cookie.
