Your data stack
What to add and when, how to make your tools agree on the same user, and the point where data modelling starts paying for itself.
- 14Unifying data: making your tools agree on one userUnifying data means lining up records from different tools so they describe the same user or campaign. You join at the least detailed level both sides share. User-level sources join on your internal user ID; ad spend only goes down to campaign and day.4 min read
- 15Data modelling: when it's worth doing, and what it fixesData modelling earns its place once you have a warehouse and people writing SQL against it. It cuts wasted compute and time spent rediscovering joins. You write the cleaning steps once, in dbt, in three layers: staging, intermediate and marts.3 min read