It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
The Association for Data-driven Marketing and Advertising (ADMA) has chosen real-time customer data solutions and enterprise tag management software company, Tealium, as part of its digital transformation program.
Using Tealium’s enterprise tag management and customer data solutions, ADMA will capture website data and use it for real-time segmentation, leveraging it across marketing channels such as email, mobile, re-targeting and social.
The Tealium suite of products are set to form part ADMA's communications transformation strategy, driving more relevant content and communications to ADMA members and the industry as a whole.
ADMA's CEO, Jodie Sangster, said that while digital transformation is complex, requiring data, cutting-edge technology, and skilling the team to use it, she is confident the association will ensure it shares all its learnings for the benefit of the industry.
“At ADMA, we set a goal to be the leaders in data-driven marketing so we need to be ahead of the industry in terms of adopting best practices and implementing technology that will allow us to market the way we need to," she said. "We chose to work with Tealium as we believe it has the capabilities we require to deliver a single customer view and profile which forms the bedrock of true one- to-one marketing."
Tealium's A/NZ managing director, Eyal Mekler, says the company is very excited to be working with Australia’s leading association for marketing, advertising, analytics and media, and providing tools and expertise to help them on their journey
“Tealium is vendor agnostic - we work with, complement and enhance over 1000 different technology vendors straight out of the box,” Mekler said. “A smarter data feed via Tealium makes all solutions in the martech stack perform better.”