Overhauling a Retail Giant’s Data Layer: Northern’s Strategy for the Tealium Stack

When a major retailer merged with a new business unit, analytics took a back seat. The result was a disjointed data layer, broken event tracking, and a Customer Data Platform (CDP) that could not deliver on its promise. Over time, a patchwork of bandage fixes added complexity to the setup, leading to inconsistent tagging, lost data, and growing frustration across teams. With all of these issues compounding, the question became clear: how do you rebuild confidence in the data?

200+

tags reviewed, cleaned, and restructured

60+

legacy issues resolved including broken tracking and outdated logic

53

point audit of Tealium iQ and event tracking

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Industry

Retail

Technology Partners

Tealium

Solutions

Analytics Audits

CDP Strategy

Tag Management

Key Challenges

Challenge #1: Disconnected Data Layer Post-Acquisition

After a major acquisition, the retailer’s development teams were focused on merging front-end infrastructure. Unfortunately, analytics tracking was left behind. Events weren’t firing properly, key variables were missing, and the data layer had become a tangled mess of outdated tags and short-term fixes.

Challenge #2: Lack of Tealium Expertise

The client was already using Tealium iQ and AudienceStream but didn’t have the in-house knowledge to fully leverage the platform. Without a clear implementation strategy or scalable event structure, the CDP couldn’t deliver meaningful insights or enable real-time action.

Challenge #3: Analytics Accuracy and Integration Gaps

With so many workarounds baked into the system, reports were no longer trustworthy. Stakeholders lacked confidence in what their data was telling them. Worse, the complexity of the setup made collaboration between devs, analysts, and marketing nearly impossible.

Tealium dashboard on desktop

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Northern brought a strategy, not a shortcut.

Instead of patching what was broken, our goal was to rebuild the data layer mid-flight, clean up the Tealium configuration, and deliver a functional CDP framework for long-term growth.

Tealium Audit and Rebuild

Northern started by auditing the existing Tealium iQ implementation. We uncovered dozens of redundant tags, broken mappings, and “bandage” solutions that were creating more problems than they solved. Working hand-in-hand with the client’s developers, we rebuilt the data layer without interrupting daily operations.

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Strengthening AudienceStream with Customer Attributes

With the data layer stabilized, we focused on enriching Tealium AudienceStream. Our team worked to unify online and offline data using Customer Attributes, creating a more complete Customer 360. This allowed for advanced segmentation and real-time targeting, helping the client deliver tailored experiences across channels. The result was improved campaign performance, stronger engagement, and greater long-term value from their CDP investment.

A Partnership, Not a Handoff

Unlike typical project-based engagements, Northern stayed closely involved. We collaborated directly with front-end developers, QA testers, and internal stakeholders to ensure changes stuck. The result was not only a stronger data architecture but also a smoother, more trusted working relationship.

We knew our Tealium setup wasn’t working at 100%, but we didn’t realize how deep the issues went. Northern helped us rebuild the foundation and worked directly with our devs to make sure it actually stuck. Now our analytics make sense again—and our CDP is finally something we can build on.

— Director, Digital Analytics

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Girl using laptop with bank card in hand while using a computer

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Northern transformed what was once a fragile, fragmented implementation into a scalable CDP-ready ecosystem. Today, the client benefits from:

A rebuilt, reliable data layer across key brand properties
Streamlined Tealium iQ tag configuration and improved load efficiency
Enhanced CDP functionality with enriched Customer Attributes
Increased confidence in analytics accuracy across teams
A data foundation built to support personalized marketing and AI-powered experiences
Ongoing collaboration and support to scale new features

Need to make the most of Tealium?
Talk to Northern about rebuilding confidence in your data—and your CDP.

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