Data ingestion brings an organization’s varied data sources into a marketing data lakehouse, creating the foundation for profile management and activation. section 4.2.2
The main forms differ by source and delivery pattern:
- Event collection streams website, mobile-app, and other engagement data, often in real time, through tools such as GA4, Adobe Analytics, or Twilio Segment. section 4.2.2
- Batch data ingestion synchronizes backend records, including transactional data, with the marketing data lakehouse using tools such as Fivetran or Matillion. section 4.2.2
- Collected data may be anonymous, pseudonymous, or personally identifiable, affecting how it can be matched and activated. section 4.2.2
Figure 4.2 Architecture diagram for a marketing stack
Use the marketing-stack architecture to trace data from collection and ingestion through customer profile management to activation. section 4.2.2
