• by Ray Schultz , October 14, 2022

Customer data platform Tealium has added a set of new enhancements that it says will provide a trusted customer view. 

“An organizations’ first-party data can be a huge asset, but untrusted, ungoverned data is a liability,” says Bob Page, senior vice president, product at Tealium. 

Page adds: “Customer data is the lifeblood of any business. With the sunsetting of third-party cookies and customers demanding more control over how their data is used, organizations need to future-proof their business now. 

The new features include:

• Consent Management Framework and Orchestration
• More Granular Data Collection and Integration Resilience
• Enhanced data collection solutions that increase resilience for integrations 

“Consent management is essential to the organization of the future,” says Photi Orfanidis, Architect, Marketing and Loyalty Technologies SQat Kmart Group Australia. 

Orfanidis adds that with Tealium, "Kmart has consolidated company-wide consent streams," and adds: "We believe this approach has future-proofed our business to remain compliant in an evolving regulatory landscape.”

Tealium recently worked with Kmart to deliver more personalized experiences to buyers amid strengthening global regulations, resulting in a 200% increase in its consenting customer base.