The TM1 Challenge
So, what is TM1? Chances are, if you do not work directly with Ticketmaster, you have not heard of this product. If you do work with Ticketmaster and are currently leveraging Tealium as your tag management platform and CDP, this article will be very relevant. If you plan on implementing a CDP or new tag management software anytime in the future and work with Ticketmaster, this article will be helpful for you as well. Let’s start with a few questions: What exactly is TM1? What unique challenge does TM1 present to brands leveraging Tealium (or any other CDP)? Do you have to use TM1 to collect Ticketmaster data? What are the limitations of using TM1? How do you maximize customer data collection from TM1? How does this relate to your Tealium implementation? The answers to these questions and many more are detailed below.
What is TM1?
TM1 is a robust marketing and tag management platform created by Ticketmaster where you can manage your Ticketmaster hosted events, manage POS ticket sales, view sales reports and other relevant ticket and event data. In this article we are going to focus on TM1’s marketing category. This is where their tag management platform comes into play. TM1’s marketing suite hosts website pixels; this is where any brand selling tickets or hosting events on Ticketmaster places vendor pixels to attribute ticket sales data to marketing efforts. Ticketmaster will not allow a foreign container tag on their site (Google Tag Manager, Tealium, etc.). Let’s revisit the “Do you have to use TM1 to collect Ticketmaster data?” question. The answer is yes, all vendor pixels must be placed on Ticketmaster’s site via the TM1 platform. This is critical in understanding challenges with how Tealium collects crucial customer level information from Ticketmaster’s website.
How Tealium Interacts with TM1
Ticketmaster hosts hundreds of thousands of events for various clients like the NBA, MLB, NFL, concert venues, and many other event or ticket related customers. Although many Ticketmaster customers might be Tealium clients, this does not mean Ticketmaster is a Tealium client. This introduces the issue of loading Tealium’s data layer on Ticketmaster’s website. Ticketmaster is not a Tealium client, so we do not have the ability to implement their data layer on their site.
Putting Ticketmaster Data to Work
TM1 presents advertisers with a unique set of challenges. TM1 is Ticketmaster’s proprietary tag management solution, and they limit what data can be passed via pixels to vendors. The Tealium collect tag is crucial in grabbing variables that are exposed via Tealium’s data layer implementation on any website. Because Ticketmaster is not a current Tealium preferred vendor, they do not have the Tealium data layer applied to their website. These are challenges that by no means are not solvable, marrying your proprietary website’s data layer enrichments with offline data sources from Ticketmaster or your CRM via the File Import Data Source process offers a solution. Customer data powers personalization, audience segmentation, and increased revenue opportunities. Creating a complete customer profile in Tealium via offline data sources combined with data gathered from Tealium’s data layer implemented on your own website will drive revenue and ROI.