Bringing in your data

A typical organisation will have their Customer data spread around multiple different systems and teams.

If you operate web, mobile platforms, e-commerce sites you will likely have a bespoke database, developed and maintained by the Engineering team.

Direct Sales and Partnership teams may be using a CRM. Help and Support desks may be using a Ticketing system. Marketing could be running Events, using Surveys and asking people to sign-up to newsletters.

In the What is a Customer Data Layer? section we describe the benefits of pulling all this information together. In the Datasets section we described the four key datasets. Here we will focus on pulling all this data together.

All the applications described above can be classified into three type of data connection. Databases, Integrations and Deployment of Event Tracking.


Todays modern cloud based applications provide public APIs. uses these to extract data and then stitches it into the Customer Data Layer. The Integrations sections describes how you can connect these systems.

Read more about Integrations and start connecting your systems.


Databases are typically one of the key sources of data for your Customer Data Layer. Bespoke Web and Mobile platforms usually have one (or more) databases sitting behind the code. If you have an analytics team they may have developed a data warehouse. Databases run on platforms like MySQL, Redshift, PostgreSQL, SQL Server, Oracle, MariaDB. The Database Sync section describes how you can connect these systems to

Read more about Database Sync and start connecting your systems.

Event Tracking

Transferring data via the placement of Tracking code, usually via Javascript, is a well understood concept these days. The Deploy Tracking section describes how this needs to be setup in As well as Javascript, options include direct posting to an API end-point. This is for use in mobile applications and those wishing to avoid being blocked by Javascript blockers.

Read more about Deploying Tracking on your platforms.