Tealium adds machine learning capability to Audience Stream – Which-50 – IAM Network

Melina Gouveia 2020-07-12Tealium had added machine learning to Audience stream, its Customer Data Platform (CDP). Called Tealium Predict ML the company says it is designed to enable marketers to orchestrate real-time customer data, for instance by identifying buyers that are most likely to make a purchase or a segment most likely to churn.The company said in a press statement that the software was designed to pair with its AudienceStream CDP to continuously anticipate customer behaviours using machine learning to power more effective audience segmentation for better customer engagement, conversion rates, and lifetime value.By creating custom-tailored predictions in a matter of clicks, the company says marketers gain insights into the likelihood of customer behaviours as well as full visibility into the data used to generate them. According to Tealium, it is with these insights, brands can effectively and efficiently engage and delight the right customers while improving business outcomes.Tealium's believes its expansion into prediction and decisioning features will help it martech offer stand out among CDP providers, particularly in an environment amidst budget reductions and heightened emphasis on customer retention, where marketers are being asked to deliver greater results with fewer resources.