Turning Insights into Impact

Background

Integrated Audiences is a new feature within Tealium that let’s Marketers create personalized customer experiences by allowing them to intuitively explore customer data in order to discover, target, and activate audience segments at scale without relying on their more technical peers.

The Business Challenge

Our Customer Data Platform's depth and complexity have historically made it ideal for technical roles like data scientists and engineers. With Tealium Integrated Audiences, we set out to make these powerful capabilities more accessible, streamlining the experience for marketers.

What Problem Does It Solve?

It enables marketers to deliver personalized customer experiences at scale, with faster and simpler audience targeting and activation

My Key Contributions

I established critical research capabilities that transformed how our team approached product development for Tealium Integrated Audiences. By spearheading the implementation of formal research processes and securing essential research tools, I helped move the team from assumption-based decision making to a data-driven design approach. The research infrastructure I put in place enabled us to systematically validate our solutions and deeply understand our users' needs throughout the development process.

My strategic direction helped shape how we reimagined Tealium's complex CDP capabilities for marketing professionals. I guided the team in creating intuitive workflows that maintained powerful functionality while making it more accessible to non-technical users. This involved carefully balancing the needs of different user groups while ensuring our design solutions aligned with both user needs and business goals.

Through team leadership, I fostered collaboration between design, engineering, and product teams, helping align everyone around a shared vision. I integrated research methodologies into our core workflows, establishing frameworks that made user research a fundamental part of our design process rather than an afterthought. My emphasis on data-driven decision making helped establish a new standard for how we approached design challenges, leading to solutions that genuinely served our marketing users' needs while preserving the sophisticated functionality that made Tealium valuable to technical users.