Tealium raises $96 million to automate customer tracking on the web

Buyer knowledge orchestration startup Tealium at this time introduced it has raised $96 million at a post-money valuation of $1.2 billion. The corporate says it plans to make use of the funds to bolster adoption of its merchandise because it doubles down on buyer success initiatives and expands its international footprint. This 12 months, Tealium plans to extend its headcount, which stands at round 500 workers, by 50% throughout its customer-facing, ecosystem, and product growth groups.

Former WebSideStory colleagues Ali Behnam and Mike Anderson cofounded San Diego, California-based Tealium in 2008 as a tag administration answer for companies, authorities companies, and enterprises. Within the context of webpages and emails, tags are embedded data collection tools written in JavaScript — assume cookies for advert focusing on or affiliate hyperlink efficiency trackers. These are helpful for site owners, advertisers, and entrepreneurs alike, however with out an agreed-upon commonplace by which to handle them, tags can shortly turn out to be unwieldy.

Since its founding, Tealium has expanded in scope to handle challenges in internet online affiliate marketing, on-line search, show advertising, and phase focusing on. It begins with knowledge assortment: Clients use EventStream, a central API hub that collects and delivers cloud-based buyer occasions, to funnel information to a central hub. Subsequent, they use Tealium’s content material administration system and ecommerce libraries to give you a standard nomenclature for his or her varied net, cell, and linked system advertising applied sciences. As soon as that’s carried out, Tealium clients can deploy and handle vendor tags, remotely handle common and dynamic knowledge objects, and combine turnkey vendor integrations through tags, SDKs, customized connections, webhooks, and APIs.

For evaluation and insights, there’s Tealium AudienceStream. It’s capable of sew collectively recognized and unknown profiles throughout classes, gadgets, and offline channels (corresponding to a name middle or level of sale) by gathering recognized identifiers and matching identifiers throughout classes. AudienceStream can set off actions primarily based on behaviors and robotically optimize spending, and it permits devs to outline profile attributes (e.g., content material affinity, lead scoring, and lifelong worth) and phase audiences throughout all built-in advertising applied sciences.

Lastly, there’s Tealium DataAccess, which unifies buyer knowledge throughout channels and gadgets. It helps real-time integrations with infrastructure-as-a-service platforms like Amazon Kinesis, Google Cloud Pub/Sub, and Microsoft Azure’s Stream Analytics and permits groups to entry and share that knowledge on demand utilizing a content material distribution community that Tealium claims is quicker than different tag administration options.

Tealium lately debuted Personal Cloud, a non-public cloud answer for the corporate’s buyer knowledge platform expertise and infrastructure. Previous to this, Telium launched Predict ML, a built-in machine studying expertise for AudienceStream that enables customers to view whether or not they have enough present knowledge to supply insights into particular buyer behaviors.

Telium has over 1,000 clients and ranked 293 on Deloitte’s Know-how Quick 50 in 2019, with 278.8% income development from 2014 to 2017. And Tealium reported “record-breaking” income in This fall 2020.

Current buyers Georgian and Silver Lake Waterman led Tealium’s sequence G spherical introduced at this time. It brings the corporate’s whole raised thus far to over $250 million following a $55 million sequence F in Might 2019.