Tealium

Problem: CRO teams want to ramp up experimentation but are blocked by dev queues every time they need to add or change the Convert script on site templates. Solution: Deploy the Convert tracking code through Tealium iQ, using utag.sync.js for synchronous loading. Marketers configure and publish the tag directly in Tealium without touching the codebase. Outcome: Experiment launch cycles shrink from weeks to days or hours. Teams run more tests per quarter, increase learning velocity, and scale experimentation without adding engineering headcount.

Problem: Paid traffic lands on key pages where any visual flicker from A/B tests or personalization hurts trust, increases bounce, and skews experiment results. Solution: Load Convert synchronously via Tealium’s utag.sync.js so experiences render at page load. Target specific landing pages using Tealium page names and categories synced into Convert. Outcome: Visitors see stable, consistent page variants with no flashing content. Engagement and conversion metrics become more reliable, and high-value campaigns maintain a premium, trustworthy experience.

Problem: Marketers struggle to align experiment targeting across tools; audiences defined in Tealium’s data layer don’t translate cleanly into Convert, leading to inconsistent segmentation. Solution: Use Tealium’s Universal Data Object and Data Layer to pass structured attributes (page type, user status, product category) into Convert. Build Convert audiences directly on this shared data. Outcome: Experiments and personalizations reach exactly the intended segments—new vs. returning users, high-value categories, or specific journeys—improving relevance, lift, and confidence in experiment insights.

Problem: Large organizations need strict governance over tags and tracking. Scattered scripts and unmanaged pixels create compliance risks and debugging headaches. Solution: Manage the Convert tracking code alongside all other tags in Tealium iQ. Use Tealium’s workflows, approvals, and environments to control when and where Convert runs. Outcome: Experimentation aligns with existing governance and compliance processes. Teams gain clear visibility into what’s deployed, reduce tracking conflicts, and simplify audits and troubleshooting.

Problem: Standard URL or page rules aren’t enough for complex sites that need experiments to run only under specific behavioral, device, or content conditions. Solution: Leverage custom JavaScript in utag.sync.js to define granular conditions for firing Convert—such as specific user attributes, cart thresholds, or content tags from the Tealium data layer. Outcome: Experiments trigger only in the right contexts, reducing noise and sample contamination. Teams can test nuanced hypotheses and uncover insights that generic targeting would miss.

Problem: Experiment results are hard to reconcile with analytics and media platforms when each tool uses different page definitions and audience logic. Solution: Use Tealium’s UDO as the single source of truth for page names, categories, and user attributes feeding both Convert and analytics tags. Align experiment scopes with Tealium’s standardized data. Outcome: Reporting becomes consistent across experimentation, analytics, and media. Teams trust their numbers, attribute lift accurately, and make clearer decisions about scaling winning variants.