Help Rackspace map information along the customer journey

keywords: telecommunication - Tealium - SalesForce - chats - Data collection

Industry Challenge

Rackspace Inc. is a managed cloud computing company based in Texas, now operating worldwide, including in the UK, Netherlands and Germany.

We have been working with them in the UK since 2010. When we started working on the project, Rackspace had a complex user journey path across various international websites with six marketing sites directing users to four different sites where they can convert. In this context, attributing performance to marketing channels was quite difficult, impeding Rackspace’s ability to take informed marketing and content strategy decisions.

“DBi Data Business Intelligence are the benchmark for all agency engagements. They are absolutely considered an essential part of the Rackspace team. “

Global Director of Marketing, Rackspace

The Approach

The key objectives of the projects were to:

  1. Centralize data collection across the different channels and all data points
    DBi Data Business Intelligence implemented a Tealium IQ tag management system and centralized the data collection to enable a consistent reporting and analysis.
  2. Map different data sources on a visitor level
    To be in the capacity to design a full user journey around reporting and analysis, DBi Data Business Intelligence worked with the Rackspace development team to implement a unique visitor ID across all data sources.
  3. Optimize marketing channel spend based on understanding how users behave and convert 
    DBi Data Business Intelligence integrated onsite analytics data with paid search and display campaigns which allows Rackspace to evaluate and optimize campaigns based on visitor interactions.
    We also imported SalesForce lead data into the analytics platform which enables campaign and interaction measurement based on offsite SalesForce conversions.
  4. Prepare the ground for a Data Management Platform…

In a 4-month time
(from project start to delivery),
Rackspace could:


Explore a consolidated data set

Using the Tealium IQ tag management system, DBi Data Business Intelligence designed the data collection process at the global level integrating and consolidating data from Adobe Analytics, Google Analytics, Salesforce, Call tracking, Chat systems, and 50+ others marketing tags.


See the full customer journey

DBi Data Business Intelligence teams and Rackspace IT department could implement a unique customer ID to link marketing activity to web behavior, live chat, call center activity and SalesForce CRM. As a result, Rackspace was able to see the full customer journey and make much more informed marketing and content decisions.


Find IT efficiencies

due to the consolidation of tags through Tealium IQ

As an example

Rackspace is now able to evaluate paid search campaign performance based on the number of calls and chats they receive through their site.