Data Integration

Data integration is the practice of combining data from multiple marketing and product systems into a unified structure for analysis and decision-making. Typical sources include analytics platforms, ad accounts, CRM, billing, email tools, and backend events. Without integration, teams work from fragmented metrics that produce conflicting conclusions. Integration requires consistent identifiers, schema normalization, timestamp alignment, and clear ownership of metric definitions. Mature teams build repeatable pipelines and monitor quality issues such as missing fields, duplication, and delayed ingestion. The payoff is faster and more reliable reporting, better attribution interpretation, and improved forecasting. Integration is not only a technical task; it is an operational foundation for trustworthy performance management across channels.