The Substrate
Build Complete
Marketing Context
The Substrate connects, reconstructs, and contextualizes marketing data to create a persistent intelligence foundation.
Why The Substrate is Different
The missing layer between marketing data and marketing intelligence.
Connect and organize
Native marketing data ingestion
Cross-platform normalization and harmonization
Campaign, metric, and taxonomy standardization
Understand and contextualize
Marketing domain intelligence and business ontology
Shared KPI framework and semantic definitions
Complete and generate
Journey reconstruction from fragmented signals
Generated exposure and journey datasets
Privacy-safe data augmentation and identity-free enrichment
Operate and activate
Data governance, lineage, and auditability
Open publishing to warehouse, BI, CDPs, and agents
Agentic AI-ready data output
Powers measurement, AI, and downstream applications
The Substrate
Marketing Evolution
Connector tools
Funnel, Supermetrics
Marketing analytics
Mutinex, similar
Data warehouses
Snowflake, Databricks
Full
Partial
Not available
The Substrate complements your enterprise stack by consolidating marketing data management and analytics capabilities into a single System of Record for Marketing Performance.
Capabilities
From Fragmented Data to Complete Marketing Context
Connect
Unify every marketing signal.
Bring together paid, owned, earned, CRM, offline, retail, creative, and business data into a single marketing foundation.
Marketing data lives across dozens of disconnected systems, each with its own structure, definitions, and update cadence. The Substrate continuously ingests, standardizes, and unifies data from across your ecosystem, creating a consistent foundation for every downstream workflow, model, and application.
Native connectors and APIs
Multi-modal ingestion
Cross-platform normalization
Continuous synchronization
Understand
Apply marketing intelligence to your data.
Many platforms organize marketing data. Few give it meaning.
Built on decades of measurement science, the Substrate applies marketing domain intelligence, business ontology, standardized taxonomies, and governance to create complete marketing context—a shared understanding of every channel, campaign, audience, KPI, and business hierarchy across your enterprise.
Business ontology
KPI standardization
Taxonomy management
Semantic normalization
Governance
complete
Generate the marketing context your data is missing.
Marketing data is inherently incomplete. The Substrate reconstructs what's missing.
Privacy regulations, walled gardens, offline conversions, and fragmented customer journeys leave critical gaps that traditional platforms weren't designed to resolve. The Substrate reconstructs customer journeys and generates net-new marketing data to create the complete marketing context required for trusted measurement, simulation, optimization, and AI.
Journey reconstruction
Privacy-safe
Cross-channel attribution
operate
Trust every layer of your foundation.
The Substrate eliminates the black box.
Inspect incoming data. Validate transformations. Monitor pipeline health. Explore generated datasets. Govern taxonomies. Track lineage. Share trusted outputs. An operational workspace gives technical and business users complete visibility into the marketing intelligence foundation powering downstream applications.
Data validation
Pipeline monitoring
Data catalog
Lineage and auditability
Governance
activate
Deliver trusted marketing context anywhere.
The Substrate doesn't store intelligence — it puts it to work.
Deliver trusted marketing context into your existing enterprise ecosystem, powering analytics, AI, and operational workflows across every downstream system and application.
BI platforms
CDPs
Reverse ETL
Enterprise apps & agents
Stop reporting on last quarter.
Start deciding on the next one.
Build your marketing intelligence foundation. See what's possible.