OREANDA-NEWS. Fujitsu Limited today announced that it has entered into an agreement with US-based Tealium, Inc., a leader in enterprise tag management, to collaborate in digital marketing.

Under the agreement, Fujitsu will deploy Tealium's customer data platform, which enables unified management of an enterprise's large volumes of scattered customer data, and which can link with an array of applications in real time at the individual customer level. Leveraging its expertise in building and operating business systems for different industries, Fujitsu will integrate customers' existing systems with Tealium's platform. In addition, by offering this platform together with Fujitsu's services and solutions that utilize sophisticated data analysis, enterprises can achieve greater granularity in their understanding of customer characteristics, contributing to an optimal approach based on individual customer behavior.

Fujitsu will continue to expand its initiatives in the field of digital marketing to help customers transform their businesses.

Recent years have seen websites, smartphone apps, and other digital touch points become an increasingly critical element in communications between companies and their customers. For companies to enhance their competitiveness and achieve growth, there has been a need for solutions that enables them to integrate customer-related data across channels and lines of business, and to communicate with customers in real time and in a way that is optimized for each individual.

Information on web browsing histories, access methods, purchasing histories, and personal characteristics, which had been managed separately for each marketing tool, such as advertising distribution tools and marketing automation tools, is integrated on a per-customer level, and customer behavior and changes in circumstances can be understood and managed in a unified way in the cloud. In addition, the platform updates customer data in real time and integrates it across the entire range of marketing tools to support timely promotional programs that are tailor-made for individual customers.

The platform supports over 1,000 marketing tags, which trigger services embedded into web pages and marketing tools, from a wide variety of vendors. This tag management enables both easy integration and upgrading of websites , meaning that Fujitsu customers will have lower operational workloads.

To integrate the disparate customer data inside and outside companies and use this data in marketing, the appropriate strategy and key performance indicators are needed. Fujitsu marketing consultants, who are experts in using data, support Fujitsu customers by formulating marketing strategies, setting key performance indicators, and optimizing operations, as they use their customer data platform to integrate and improve the sophistication of their marketing efforts.