Powering Enterprise-wide Data Collection & Measurement at 3M
3M’s journey with Tealium began with Tealium iQ tag management to comply with EU cookie management regulations, but quickly exploded from there to include AudienceStream. The Insights & Analytics team uses Tealium to support the business process for behavioral and attitudinal measurement systems at the enterprise level. The outputs of these systems are integrated to create corporate-level reports.
With Tealium iQ’s tag wizard, extensions and the data layer, 3M has been able to create a common data taxonomy that’s not specific to any vendor, but can be used with any vendor to create tremendous flexibility and data management capabilities.