The Architecture
Data 360 at the center. Ingestion from warehouses (zero-copy), apps (APIs), streaming (CDP connectors). Identity resolution unifies profiles. Activation pushes to Salesforce clouds, marketing tools, ad platforms. Governance wraps the whole stack.
Zero-Copy Patterns
Snowflake, Databricks, BigQuery federated via zero-copy. Data stays in its source; Data 360 queries it. Reduces duplication; maintains governance. Query latency and cost are considerations.
Activation Surfaces
Segments and profiles push to Marketing Cloud, Pardot, ad platforms, Slack, external systems via APIs. Data 360 is the unified decisioning layer; activation is decentralized.
Governance
Consent flows through. Data lineage traceable from source to activation. Retention policies propagate. Modern CDP isn’t ‘data lake plus marketing’ — it’s governed, unified, activation-ready data.