Data Activation Hub

It removes the delay between customer behaviour and marketing action.

Most marketing stacks collect plenty of data, but activation is slow. Signals sit in different systems, updates happen in batches, and campaigns react after the moment has passed. The Data Activation Hub solves this by enabling real-time activation so customer behaviour can influence personalisation, audiences, and automation while it’s still happening. Instead of acting on yesterday’s data, teams can respond in the moment across channels.

It activates data in real time without forcing data into a central database.

CDPs are designed to centralise and store customer data, often relying on batch ingestion and periodic profile updates. The Data Activation Hub is different. It’s built to activate data wherever it lives, using deterministic identifiers to reference the right person or device across systems. Data does not need to be unified or moved unless there is a clear activation benefit. The focus is speed, relevance, and orchestration, not data consolidation.

No, unified profiles are optional, not required.

As long as data is available in a usable format and linked to a reliable identifier, it can be activated in real time, whether it lives in a data warehouse, analytics platform, CRM, or operational system. Where activation benefits from a richer, user-level view, the Hub can optionally assemble real-time profiles combining identifiers, consent, behaviour, and attributes. These profiles are designed for activation and validation, not as a mandatory central system of record.

Yes, activation happens during the live interaction, not after it.

Real time means that signals are processed and made actionable within milliseconds. Personalisation, audience updates, suppression, or automation can occur during the same session, request, or interaction, without waiting for batch jobs, overnight syncs, or second page loads. This allows marketing actions to influence behaviour while intent is still high.

The Marketing Identity Hub stands on its own. The Data Activation Hub builds on it.

The Marketing Identity Hub can be used independently to resolve and deduplicate customer identity and provide a reliable, first-party identity layer across the stack. Many organisations start there to fix customer recognition, attribution, and identity quality.

The Data Activation Hub requires that foundation. It builds directly on the resolved identity from the Marketing Identity Hub to activate data and decisions in real time. Instead of introducing its own identity logic, it uses the same deterministic identifiers ensuring that every activation, audience update, or automation step is aligned to a single customer reality.

Used together, the two hubs form a complete system: consistent customer recognition through the Marketing Identity Hub, and immediate, real-time action through the Data Activation Hub.

It integrates easily with the systems you already use, without heavy custom work.

The Data Activation Hub is designed to connect into existing marketing and data stacks with minimal friction. It integrates with analytics platforms, data warehouses, CRM systems, marketing automation and engagement tools, personalisation engines, paid media platforms, and AI or experimentation systems.

Because most modern platforms already accept external customer or device identifiers, integration typically means connecting to existing data flows and endpoints, not redesigning workflows or rebuilding pipelines. The Hub works with data in the formats and locations teams already operate.

Where orchestration or automation is needed, the optional Integration Boost provides ready-to-use connectors, configurable imports and exports, and workflow capabilities to simplify data movement and activation without long implementation cycles.

No re-platforming is required but the Hub gives you the option to consolidate where it makes sense.

The Data Activation Hub is designed to work with what already functions well in your stack. You can keep existing data collection, profile management, activation, or automation tools and simply fill specific gaps such as real-time activation, orchestration, or cross-system coordination without disruption.

At the same time, the Hub gives you the flexibility to consolidate tools that provide limited value, are nearing end-of-life, or duplicate functionality. Its four functional Boosts: Behaviour, Profile, Engage, and Integration, can either complement existing platforms or selectively replace narrowly focused tools over time.

This means adoption doesn’t have to be all-or-nothing. Teams can start by improving activation speed or orchestration, then gradually simplify the stack by retiring low-impact systems using the Hub as a stable, shared activation backbone.

Activation only happens within explicit, enforceable consent boundaries.

All activation is governed by consent signals, typically collected through your consent management platform. These rules are enforced in real time and determine which data can be used, how it can be activated, and where it can be sent. The Hub ensures that personalisation, audience activation, and automation respect consent at every step, so speed does not come at the cost of compliance.

Value typically starts within weeks, not months.

Teams usually see immediate improvements in responsiveness, relevance, and operational efficiency once real-time activation is live. Common outcomes include faster personalisation, more accurate audience updates, reduced media waste, and shorter experimentation cycles. Because the Hub fits into existing systems, value is realised incrementally without multi-year transformation projects.

It’s built for teams that need to act on customer data in real time.

The Data Activation Hub is a strong fit for mid-sized to large organisations with multiple channels, distributed data, and a need for timely activation. It’s especially valuable where batch-based activation limits performance. It may be less suitable for low-complexity setups, single-channel marketing, or teams already satisfied with delayed activation and manual workflows.