Global-scale customer profile in production.

Tourism New Zealand is the national tourism marketing body. It is responsible for promoting Aotearoa to international visitors and supporting a long tail of NZ tourism operators, accommodation partners and global aggregators across the booking journey.

The challenge was profile depth at global scale across multi-step consumer journeys: from newzealand.com to operator booking via Hobbiton, accommodation partners and global aggregators. Customer journeys are non-linear and multi-device, and operator-level attribution and measurement was hard to defend.

Tealium sits at the centre of the architecture. The unified data layer feeds audiences and events to Meta, Google, TikTok and Salesforce. Microsoft Dynamics 365 and ClickDimensions handle marketing automation and personalisation downstream.

Operator-level conversion tracking spans thousands of NZ tourism operators, the Hobbiton Movie Set integration and global aggregators and local booking agents.

• 100 real-time inbound events
• Stack: Tealium, Microsoft Dynamics 365, ClickDimensions, Meta, Google, TikTok, Salesforce, Hobbiton Movie Set integrations

This is what a global-scale CDP looks like in production. Profile depth, real-time event flow, and attribution that holds up to operator-by-operator scrutiny.