Redpoint + Braze + Tealium

Architecture summary

In this reference solution architecture document, we outline the strategic framework for integrating Redpoint Global's Customer Data Platform (CDP) with Tealium's customer data orchestration platform and Braze's customer engagement platform. This integration is designed to leverage the strengths of each platform, facilitating a seamless flow of unified customer data from Redpoint CDP to Tealium for data orchestration, and subsequently to Braze for targeted and personalized customer engagement.

By outlining the technical and strategic considerations, this document serves as a comprehensive guide for our internal users, partners, and clients, ensuring they can effectively unify customer data, derive actionable insights, and execute omnichannel marketing campaigns with precision and efficiency. The architecture aims to optimize data utilization across platforms, enhance customer experiences, and drive higher engagement and conversion rates by providing a cohesive view of the customer journey.

Example use cases

• Personalized customer journeys

• Real-time triggered campaigns

• Experience optimization

• Customer lifecycle management

• Support for predictive analysis

Logical diagram

Key components and roles

• Redpoint CDP

  • Unified profile of individuals

  • Identity resolution with key persistence

  • API-accessible single customer views

  • Audience Definition / Segmentation

  • Directly leverage cloud data stores (e.g., Snowflake, BigQuery, Redshift) for ease of interoperability

• Tealium

  • Tag management

  • Data orchestration between properties

  • Consent management

• Braze

  • Orchestration

  • Personalized messaging

  • Real-time engagement - triggered messages

Data flows

Why does this architecture/solution make sense?

In this architecture…

• Redpoint CDP acts as the central nervous system, collecting and refining customer data, and generating insights.

• Tealium functions as the circulatory system, ensuring that these insights are delivered to the right places in a timely and compliant manner.

• Braze represents the points of engagement or the muscles, using these insights to interact with customers in a personalized and impactful way.

Together, these platforms enable organizations to create a seamless flow from data collection to insight generation to action, facilitating a holistic approach to customer data management and engagement that is both agile and compliant with global data privacy standards.

Business benefits

• Enhanced Customer Experiences: By leveraging the strengths of Redpoint CDP, Tealium, and Braze, organizations can deliver highly personalized and consistent customer experiences across all touchpoints. This personalization is key to building customer loyalty and increasing customer lifetime value.

• Increased Marketing Efficiency and ROI: The integration enables more targeted and effective marketing campaigns by ensuring that the right messages reach the right customers at the right time by leveraging channel integrations supported by each of the component applications, significantly improving conversion rates and reducing wasted marketing spend.

• Agility in Customer Engagement Strategies: The combined use of these platforms allows businesses to quickly adapt their marketing strategies in response to changing customer behaviors and market conditions, maintaining relevance and competitiveness.

• Data-Driven Decision Making: With comprehensive insights derived from unified customer data sourced from all points of engagement, businesses can make informed decisions that drive growth and improve customer satisfaction.

• Compliance and Data Governance: The architecture supports robust data governance and compliance with global privacy regulations, enabling organizations to manage legal risks and build trust with customers.

Technical benefits

• Unified Customer Data: Redpoint CDP’s ability to aggregate and unify data from disparate sources eliminates silos and provides a single source of truth for customer information, enhancing data quality and accessibility.

• Real-Time Data Orchestration: Tealium’s real-time data orchestration capabilities ensure that customer data and insights are dynamically distributed to where they are needed, enabling immediate and contextually relevant customer interactions.

• Scalability and Flexibility: The combined architecture is designed to scale with the business, handling increasing volumes of data and complex processing needs without compromising performance.

• Seamless Integration: The integration between Redpoint, Tealium, and Braze is streamlined, reducing the complexity and time required to launch and manage marketing campaigns across multiple channels.

• Advanced Analytics and Machine Learning: Redpoint CDP’s advanced analytics and machine learning capabilities enable predictive modeling and segmentation, which can be leveraged through Tealium to Braze for sophisticated engagement strategies.

• Automation and Efficiency: Automating data processes and customer engagement workflows reduces manual efforts, minimizes errors, and increases operational efficiency.

• Enhanced Security and Privacy: Each platform brings robust security features and privacy compliance capabilities, ensuring customer data is protected and managed according to the latest regulations.

Overall architectural considerations

• Leveraging cloud databases wherever possible: Redpoint CDP is designed to sit on top of cloud databases such as Snowflake, Redshift, and Google Big Query. Leveraging these databases accelerates interoperability by providing a common, native point of interaction for technologies such as Braze and Tealium.

  • Braze Cloud Data Ingestion: Braze Cloud Data Ingestion Integrations

  • Tealium: Connecting Snowflake | Data Viz tools | Tealium Docs

• Overlapping functionality: The architecture outlined above leverages each component to play a specific role. There are overlaps in functionality between Redpoint, Braze, and Tealium, and it will be incumbent on each solution architect to determine which components should ultimately play which role in their environments.