Case Study: Webfleet achieves rapid tag deployment and clean data governance with Tealium iQ

TomTom Keeps Customers Moving with Tealium iQ

TomTom, a global leader in navigation and mapping products, moved from selling through third parties to direct e-commerce and launched a new digital ecosystem. The marketing team struggled with slow, manual tag deployment on a new site and lacked visibility into what data was collected, so they sought a vendor‑agnostic tag management system to speed implementation, reduce digital complexity, and assign tag ownership.

TomTom implemented Tealium iQ in a phased two‑month rollout with thorough pre‑launch testing, built a standardized data layer, and migrated tags into a controlled environment. The result: faster updates and clearer data governance—reducing tag complexity from 17 tags to 3, providing a complete view of data collection and distribution, and enabling quicker, data‑driven improvements to customer experience.

Webfleet