Tealium AudienceStream CDP Training

Curriculum:

Module 1: Introduction to Tealium CDP and AudienceStream

• Overview of Customer Data Platforms (CDP)
  
• Role of Tealium AudienceStream in the CDP ecosystem
• Understanding the Tealium Universal Data Hub (UDH)
  
• Components of Tealium: iQ Tag Management, EventStream, and AudienceStream
• Key terminologies: Attributes, Audiences, Badges, Connectors, and Rules
  
• Real-world use cases of AudienceStream

Module 2: Data Collection and Enrichment Framework

• Data layer design and event specifications
• Integrating Tealium iQ with AudienceStream
• Understanding visitor attributes and visit attributes
• Creating and managing Data Layer Variables (DLVs)
  
• Data validation and debugging with Tealium Tools
• Hands-on lab: Setting up data sources and enriching attributes

Module 3: Visitor Stitching and Identity Resolution

• Introduction to Identity Stitching
  
• Managing visitor profiles and anonymous to known visitor transitions
• Defining identifiers and linking multiple devices
• Handling cross-device and cross-session interactions
• Data privacy and consent considerations in stitching
• Exercise: Implement visitor stitching and test user profiles

Module 4: Creating and Managing Attributes

• Attribute types: Visitor, Visit, Event, and Enrichment Attributes
• Using rules and enrichments for data transformation
• Implementing logic using Set, Increment, Join, and Assign actions
  
• Attribute dependencies and version control
• Practical lab: Create a real-world attribute framework (e.g., product view, purchase, engagement score)

Module 5: Audience Segmentation and Badging

• Introduction to Audience definitions and segmentation logic
  
• Rule-based segmentation using attributes
• Building behavioral and predictive audiences
  
• Using badges for user state and experience personalization
• Hands-on exercise: Create audiences for marketing use cases (e.g., cart abandonment, loyal users, churn risk)

Module 6: Connectors and Data Activation

• Overview of connectors and action types
  
• Configuring connectors for data export (e.g., Facebook, Google Ads, HubSpot, Salesforce)
• Managing triggers and actions (e.g., add to audience, remove from audience, update profile)
• Using AudienceStream connectors for omnichannel personalization
• Practical lab: Implement real-time campaign activation with connectors

Module 7: Advanced AudienceStream Features

• Using Visitor Discovery and Trace Tools for debugging
• Profile snapshot export and auditing
• Understanding the Data Layer Enrichment API
  
• Custom JavaScript enrichments for advanced logic
• Real-world use cases: Scoring models, loyalty programs, and customer lifecycle automation

Module 8: Privacy, Governance, and Data Quality

• Understanding data governance in AudienceStream
• Data retention and GDPR/CCPA compliance
• Consent management and opt-out workflows
• Ensuring accuracy and completeness of visitor data
• Monitoring data pipelines and troubleshooting data errors

Module 9: Real-Time Use Cases and Automation

• Real-time personalization with AudienceStream + Tealium Functions
• Automating user journeys:
• Cart abandonment remarketing
• Cross-channel engagement (Email + Ads + Web)
• Customer loyalty scoring
• Lab: Implement a real-time audience activation pipeline

Module 10: Performance Optimization and Reporting

• Monitoring audience sizes and connector activity
• Data throughput optimization
• Analyzing connector logs and API usage
• Custom reporting using Tealium APIs and dashboards
• Case study: Optimization of campaign data delivery

Module 11: Hands-on Project — AudienceStream Implementation

• End-to-end setup of AudienceStream for a mock eCommerce brand:
• Data source integration
• Attribute and audience creation
• Real-time connector activation
• Testing and validation of audience delivery
• Final project presentation and feedback session