Customer profile unification combines records from multiple marketing data sources into managed customer profiles within a marketing data lakehouse, linking data collection to activation. section 4.2.2
A composable customer-data architecture places unification between:
- Data collection and ingestion, which brings event and batch records from organizational systems into the marketing data lakehouse. section 4.2.2
- Customer profile unification and management, which organizes incoming records into a customer representation. section 4.2.2
- Activation, which follows unified data in the marketing systems architecture. section 4.2.2
Mixed-source customer data
Website and mobile-app events may arrive through GA4, Adobe Analytics, or Twilio Segment, while transactional records are synchronized from backend systems through tools such as Fivetran or Matillion. section 4.2.2
Figure 4.2 Architecture diagram for a marketing stack
Use the marketing-stack architecture diagram to trace how source data moves toward unified profiles and activation. section 4.2.2
