Question 1

What is marketing data integration?

Accepted Answer

Marketing data integration is the process of connecting, cleaning, and unifying marketing and business data from sources like media platforms, CRM, POS, and offline media into a single, consistent structure. ELIYA does this through its Data Hub, using agentic AI to manage the connections and a shared semantic layer to keep metrics consistent across sources.

Question 2

Does ELIYA's Data Hub replace my existing data warehouse?

Accepted Answer

Not necessarily. The Data Hub connects, cleans, and governs marketing and business data so it's ready for measurement and optimization, and can feed into or sit alongside a warehouse you already use. The goal is consistent, analysis-ready data, not replacing your existing infrastructure.

Question 3

How many data sources can ELIYA connect to?

Accepted Answer

ELIYA's Data Hub includes 600+ pre-built connectors covering media platforms, CRM, POS, and offline media sources, and our team builds custom connectors for sources not already covered.

Question 4

Why does a semantic layer matter for marketing measurement?

Accepted Answer

Without a shared semantic layer, the same metric, like "conversions" or "spend", can mean something different in each data source. A shared semantic layer makes sure every model and report is built on consistent definitions, which is what keeps measurement results comparable across channels.

Question 5

Do I need Marketing Data Integration if I already have my own ETL pipelines?

Accepted Answer

It depends on how much manual upkeep those pipelines require. ELIYA's Data Hub is built specifically for marketing and business data, with agentic AI handling ongoing reconciliation as sources and APIs change, which is typically the most time-consuming part of maintaining a custom pipeline.

Question 6

How is this different from a customer data platform (CDP)?

Accepted Answer

A CDP is usually built to unify customer-level profiles for activation, such as targeting or personalization. ELIYA's Data Hub is built to feed measurement and optimization models like MMM and budget planning, with a semantic layer and governance designed around that use case rather than individual-level customer activation.

One Clean Foundation for Every Model You Run

Why Most Marketing Data Never Makes It Into a Clean Model

Data lives in hundreds of disconnected places

Agentic AI Handles the Plumbing, You Get the Foundation

From Scattered Sources to One Foundation

Discovery and mapping

Agentic AI, Managing the Foundation

Give Every Model You Run a Clean Foundation

FAQ