---
title: Markin + Tealium
url: https://markin.ai/integrations/tealium
category: CDPs and activation pipelines
description: Connect Markin to Tealium: read real-time visitor profiles and write one committed decision per customer back into your connectors.
---

# Markin + Tealium

> Real-time profiles in, committed decisions out.

**Job:** Decide which action deserves the contact before Tealium routes it.

A Markin and Tealium setup adds arbitration in front of real-time routing. Tealium collects visitor profiles and streams events; Markin decides which of the possible actions is worth the contact and writes one committed decision back for the connectors to execute.

Tealium is strong at collecting and routing in real time. What it does not do is decide which of forty possible actions is worth the contact. Markin arbitrates before anything reaches a connector.

## What can you ask Markin to do in Tealium?

- How do I prioritise between competing offers in Tealium?
- Can Tealium decide the next best action or only route it?
- How do I stop over-contacting customers across Tealium connectors?
- How do I add real-time decisioning to a Tealium estate?

## What Markin does in Tealium

- Read visitor profiles, badges and audience membership.
- Read real-time event streams as in-session signal.
- Arbitrate competing candidate actions into one committed decision.
- Apply frequency and eligibility rules before anything reaches a connector.
- Write decision attributes back onto the visitor profile.
- Emit trigger events for the connectors already configured.
- Hold back a randomised control so the effect can be read.
- Log every suppressed action and the reason it lost arbitration.

## The growth work behind Tealium

### Read the estate

- Map every customer, account, subscription and plan in the systems you already run.
- Rebuild the revenue baseline from orders, payments, refunds and credits.

### Find where revenue is leaking

- Size every finding in revenue, not in percentage points.
- Watch ARPU by cohort, plan, market, channel and tenure for drift that clears noise.

### Explain why

- Rank drivers by how much of the movement each one accounts for.
- Check whether the same driver is present in comparable segments.

### Write hypotheses worth funding

- Rank the portfolio by expected value, not by seniority.
- Drop hypotheses that a past experiment already answered.

### Decide per customer

- Pick the channel, timing and incentive level, not only the message.
- Cap discount and margin exposure at the level finance agreed.

### Execute in the tools you already run

- Route offers, retention plays and save flows to the right surface.
- Open the work as a draft for approval where a human should sign off.

### Prove it caused the revenue

- Stop an experiment early when the evidence is conclusive either way.
- Refuse to call a result that has not cleared the evidence standard.

### Retire, govern and hand over

- Re-test assumptions that decay, such as price sensitivity and seasonality.
- Log every read, decision and write with its reason for audit.

Full catalogue: [Everything a growth team does, running every day.](https://markin.ai/growth-work)

## Activation patterns

- **Attribute write-back.** Markin writes the decision onto the customer profile; your existing journeys read it as an entry condition. Latency is the platform's sync interval.
- **Triggered event.** Markin emits an event that starts or advances a journey. Near-immediate, and the channel keeps its own governance.

## What Markin reads from Tealium

- Visitor profiles and badges
- Real-time event streams

## What Markin writes back

- Decision attributes
- Trigger events for existing connectors

## Used together with

- [braze](https://markin.ai/integrations/braze)
- [segment](https://markin.ai/integrations/segment)
- [snowflake](https://markin.ai/integrations/snowflake)
- [adobe-journey-optimizer](https://markin.ai/integrations/adobe-journey-optimizer)
- [google-ads](https://markin.ai/integrations/google-ads)
- [web-and-mobile-sdk](https://markin.ai/integrations/web-and-mobile-sdk)

## Related

- [Solution: next-best-action](https://markin.ai/solutions/next-best-action)
- [Comparison](https://markin.ai/compare/markin-and-segment-tealium)

## FAQ

**How does Markin connect to Tealium?**

Attribute write-back, Triggered event. Markin writes the decision onto the customer profile; your existing journeys read it as an entry condition. Latency is the platform's sync interval.

**What does Markin read from Tealium?**

Visitor profiles and badges; Real-time event streams.

**What does Markin write back into Tealium?**

Decision attributes Trigger events for existing connectors

**Do we have to move our data to Markin?**

No. Markin reads from your warehouse, product events and operational systems in place, on your compute, under the access rules your data team already set. Nothing is copied into a separate customer base and there is no vendor-side profile store to migrate off later.

**Does Markin replace our engagement platform or CDP?**

No, and it should not. Your engagement platform keeps the channel, the templates, the deliverability and the governance. Your CDP keeps identity and consent. Markin adds the layer neither has: deciding which action deserves to exist for each customer, and proving it against a holdout.

**What if the system we use is not listed?**

The four activation patterns cover almost everything: attribute write-back, triggered event, decision API and direct surface rendering. Any system that exposes an API, accepts a table, or can read a warehouse column can receive decisions. New connectors are built during deployment, typically in days.

Source: https://markin.ai/integrations/tealium