Tealium AudienceStream

Tealium AudienceStream is an Omnichannel customer segmentation and real-time action engine. AudienceStream takes the data that flows into EventStream and creates visitor profiles that represent the most important attributes of your customers’ engagement with your brand.

Tealium AudienceStream visitor profiles are segmented by shared behaviors to create audiences, sets of visitors with common traits. These audiences fuel your marketing technology stack in real-time via connectors. For more information on AudienceStream, check out the Tealium Documentation here.

Pre-Requisites

Name Description
REST API Key A Braze REST API Key with users.track permissions.

This can be created within the Braze Dashboard -> Developer Console -> REST API Key -> Create New API Key
Tealium Account & Account Information You must have an active Tealium Account with both Server and Client-Side Access to utilize AudienceStream with Braze.
Braze REST Endpoint Your REST Endpoint URL. Your endpoint will depend on the Braze URL for your instance.

Step 1: Set up Attributes and Badges

Understanding Attributes

The first step in using AudienceStream is to create attributes. Attributes allow you to define the important characteristics that represent a visitor’s habits, preferences, actions, and engagement with your brand.

Visit Attributes: Visit attributes relate to the current visit (or session) of the user. The data stored in these attributes persist for the length of the visit. Some example visit attributes:

  • Visit Duration (Number)
  • Current Browser (String)
  • Current Device (String)
  • Page View Count (Number)

Visitor Attributes: Visitor attributes relate to the current user. The data stored in these attributes persist for the lifetime of the user. Some example visitor attributes would be:

  • Lifetime Order Value (Number)
  • First Name (String)
  • Birthdate (Date)
  • Purchases Brands (Tally)

To look at a full list of data types, check out this Tealium documentation.

Attribute Enrichments

Once you identify your desired attributes, you can configure them with enrichments - business rules that determine when and how to update the values of attributes. Each data type offers its own selection of enrichments for manipulating the attribute’s value. This is associated with the “WHEN” setting. The following options are available for each visit and visitor attribute:

  • New Visitor – occurs the first time a visitor comes to your site
  • New Visit – occurs on a new visit by a visitor
  • Any Event – occurs on any event
  • Visit Ended – occurs when a visit ends

Badges

Badges are special visitor attributes that represent interesting behavior patterns. Badges are assigned or removed from visitors based on the logic of their enrichments. This logic usually combines multiple conditions into one to capture visitor segments or sets a threshold for when a particular value is reached.

Attribute and Badge Example

Looking at the visitor attribute Lifetime Order Value, this visitor attribute calculates the cumulative amount spent by the customer for all completed orders. To set up Lifetime Order Value in your Tealium Account, follow the instructions below.

  1. Navigate to AudienceStream -> Visitor/Visit Attributes and click Add Attribute.
  2. Select the scope as Visitor and click Continue.
  3. Select the data type Number and click Continue.
  4. Enter the name of the attribute, “Lifetime Order Value”.
  5. Click Add Enrichment and select Increment or Decrement Number.
  6. Select the attribute containing the value to increment by (order_total).
  7. Leave the “WHEN” set to “Any Event”.
  8. Click Save, then Finish.

Now, all customers will have a Lifetime Order Value attribute tied to them.

Next, you may create badges that help you classify and target your users by certain attributes they share. For the example below, we will be creating a VIP Badge for users who have a lifetime value of over $500.

  1. Navigate to AudienceStream -> Visitor/Visit Attributes and click Add Attribute.
  2. Select the scope as Visitor and click Continue.
  3. Select the data type Badge and click Continue.
  4. Enter the name of the badge, “VIP”.
  5. Click Add Enrichment and select Assign Badge.
  6. Create a rule for badge assignment by selecting Create Rule.
  7. Assign a title to this rule, and using the previous attribute created, set the rule to “…has attribute Lifetime Order Value greater than 500
  8. Leave the “WHEN” set to “Any Event”.
  9. Click Save, then Finish.

To read more about Attributes and Badges, check out the Tealium documentation.

Step 2: Create an Audience

From the Tealium customer data hub main page, select Audience under AudienceStream from the left side of the page. Here you will be able to create an audience of users that have common attributes you select.

First, name your audience and then take some time to think about what kind of attributes would be applicable for the type of audience you are trying to create. For example, to create an audience of VIP cart abandoners, you could create an audience of visitors who have the VIP badge a Cart Abandoner badge assigned.

Step 3: Create an Audience Connector

From the main page, select Audience Connector under AudienceStream. Here you can create and configure your connector. From the Audience Connector page, select + Add Connector, look up Braze, and select Braze as the connector type.

Select Source

In the new window that appears, you will now be able to select the audience that you created in the previous step, as well as select a trigger that you feel is appropriate for your situation. You also have the option to the toggle on frequency cap to control how often this action triggers.

Configuration

Create Configuration

Next, a Configuration dialogue will appear. Here, you must select Add Connector and fill in certain values requested by Tealium and Braze:

If you have created a connector before, you may optionally use an existing from the available connector list and modify it to fit your needs with the pencil icon or delete it with the trash icon.

After you have selected a connector to link this audience to click done and continue.

Action

Next, you must select a connector action. A connector action sends data according to the mapping that you configure. The Braze connector allows you to map Braze Attributes to Tealium attribute names.

  1. From the Action dialogue, select one of the actions to set up.
  2. Depending on which action you chose, there will be a varied selection of fields required by Tealium. Listed below are examples and explanations of these fields.

This action allows you to track user, event, and purchase attributes all in one action.

Parameters Description
User ID Use this field to map the Tealium User ID field to its Braze Equivalent.

- If importing Push Tokens, External ID and Braze ID should not be specified.
- If specifying a user alias, Alias Name and Alias Label should both be set.

For more information, check out the Braze /users/track endpoint.
User Attributes Use Braze’s existing User Profile field names to update user profile values in the Braze Dashboard or add your own custom attribute data to the user profiles.

- By default new users will be created if one does not exist.
- By setting Update Existing Only to true only existing users will be updated and no new user will be created.

To read more about the User Attributes Object, check out our documentation
Modify User Attributes Use this field to increment or decrement certain user attributes

- Integer attributes may be incremented by positive or negative integers.
- Array attributes may be modified by adding or removing values from existing arrays.
Event Attributes An Event represents a single occurrence of a Custom Event by a particular user at the designated time value. Use this field to track and map event attributes like those in the Braze Event Object.

- Event Attribute Name is required for every mapped event.
- Event attribute Time is automatically set to now unless explicitly mapped.
- By default, new events will be created if one does not exist. By setting Update Existing Only to true only existing events will be updated and no new event will be created.
- Map Array type attributes to add multiple events. Array type attributes must be of equal length.
- Single value attributes can be used and will apply to each event.

To read more about the Braze Event Object, check out our documentation.
Purchase Attributes Use this field to track and map user purchase attributes like those in the Braze Purchase Object.

- Purchase attributes Product ID, Currency and Price are required for every mapped purchase.
- Purchase attribute Time is automatically set to now unless explicitly mapped.
- By default, new purchases will be created if one does not exist. By setting Update Existing Only to true only existing purchases will be updated and no new purchase will be created.
- Map Array type attributes to add multiple purchase items. Array type attributes must be of equal length.
- Single value attributes can be used and will apply to each item.

To read more about the Braze Purchase Object, check out our documentation

Track User Example

This action allows you to delete users from the Braze Dashboard.

Parameters Description
User ID Use this field to map the Tealium User ID field to it’s Braze Equivalent.

- Map one or more user ID attributes. When multiple IDs are specified, the first non-blank value is picked based on the following priority order: External ID, Braze ID, Alias Name & Alias Label.
- When specifying a user alias, Alias Name and Alias Label should both be set.

For more information, see the Braze /users/delete endpoint.

Delete Users

Select Continue.

Save and Publish

Save/Publish The actions you configured will now fire when the trigger connections are met. The data populates, in real-time as each action fires.

Step 4: Test your Tealium Connector

After your connector is up and running, you should test it to make sure it’s working properly. The most simple way to test this is to use the Tealium Trace Tool.

  1. Start a new trace. This can be done by selecting Trace on the left sidebar under Server-Side options.
  2. Examine the real-time log.
  3. Check for the action you want to validate by clicking Actions Triggered entry to expand.
  4. Look for the action you want to validate and view the log status.

For more detailed instructions on how to implement Tealium’s Trace tool, check out their Trace documentation.

Potential Data Point Overages

There are three primary ways that you might accidentally hit data overages when integrating Braze through Tealium.

Insufficient Data Logging

Tealium does not send Braze deltas of user attributes. For example, if you have an EventStream action that tracks a user’s first name, email, and cell phone number, Tealium will send all three attributes to Braze anytime the action is triggered. Tealium won’t be looking for what changed or was updated and send only that information.

Solution:
You can check your own backend to assess whether an attribute has changed or not and if so, call Tealiums’s relevant methods to update the user profile. This is what users who integrate Braze directly usually do.
OR
If you don’t store your own version of a user profile in your backend, and can’t tell if attributes change or not, you can use AudienceStream to track user attribute changes.

Sending Irrelevant Data

If you have multiple EventStream that target the same event feed, all actions enabled for that connector will automatically fire anytime a single action is triggered, this could also result in data being overwritten in Braze.

Solution:
Set up a separate event specification or feed to track each action.
OR
Disable actions(or connectors) that you do not want to fire by using the toggles in the Tealium dashboard.

Initalizing Braze too Early

Users integrating with Tealium using the Braze Web SDK Tag may see a dramatic increase in their MAU. If Braze is initialized on page load, Braze will create an anonymous profile every time a web user navigates to the website for the first time. Some may want to only track user behavior once users have completed some action, such as “Signed In” or “Watched Video” in order to lower their MAU count.

Solution:
Set up Load Rules to determine exactly when and where a Tag loads on your site. You can learn more about Load Rules and how to set them up in the Tealium Learning Center.

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