Marketing Data Plane
One Marketing Data Plane for Your Business, Tools, and AI
Source integrations, identity resolution, attribution, channel grouping, first-party Web Tracking, and destinations in one plane. Data is ingested, cleaned, and mapped into unified business objects ready for reporting, analysis, AI, and activation.
The Challenge
Marketing Data Is Split Across Tools
Customer data is scattered across your website analytics, ad platforms, CRM, ecommerce system, payment provider, email tool, and probably a few spreadsheets. Each one stores data differently with different event names, different user identifiers, and different definitions of what a conversion even means.
Before you can analyze performance or act on it, someone has to export, clean, reconcile, and stitch all of this together. That process is slow, fragile, and usually held together by one person who built the spreadsheet.
The marketing data plane is the Model step of Vendo's operating loop — Connect, Model, Analyze, Act. It connects directly to your data sources, maps the data into unified business objects, and gives you a single, consistent foundation that your team, your tools, and your AI all work from.
Connect Your Sources
Vendo connects your business tools, ad platforms, and data infrastructure into one marketing data plane.
One-Click OAuth Connections
Connect Shopify, Stripe, HubSpot, Customer.io, and Intercom with one-click secure authorization.
Ad Platform Ingestion
Bring Google, Meta, Microsoft, TikTok, and Snap performance data into one normalized pipeline.
Batch + Historical Ingestion
Backfill historical business data and run scheduled syncs for complete lifecycle context.
Detailed Integration Controls
Configure source-specific sync behavior, routing, and field-level controls from one place.
First-Party Web Tracking
Capture customer behavior through first-party Web Tracking and server-side ingestion so profiles stay complete even when browser-based tracking breaks down.
Declarative and Code Events
Capture simple clicks with data attributes and send business events from application code when state changes.
Attribution Parameters
Automatically capture URL parameters, click IDs, session context, and persisted attribution for measurement-ready events.
Server-side Tracking
Send events directly from your servers for reliable delivery that ad blockers and browser restrictions cannot interfere with.
Implementation Diagnostics
Use console debugging, live events, and dry-run simulation to verify payloads before they affect downstream destinations.
Resolve Customers to One vUID
Vendo stitches interactions across devices, channels, and tools into one customer profile resolved to a single Vendo identity: the vUID.
One Identity (vUID)
Every customer resolves to a single Vendo identity (vUID) so a mobile click, desktop signup, and email purchase become one customer.
Multi-Source Enrichment
Purchase history, support tickets, email engagement, and billing on one profile.
Unified Customer View
Full event history, properties, metrics, and segments in one place.
Unified Business Objects
Data is ingested, cleaned, and mapped into one shared model — ads, users, events, products, campaigns, cohorts, and metrics — so every tool and every AI works from the same definitions.
Ads & Campaigns
Campaign, spend, and conversion fields normalized so cross-channel comparisons stay consistent — including how campaigns change over time.
Users & Events
Customer profiles and behavioral events resolved to one identity, with attribution context attached at capture time.
Products & Orders
Commerce and billing data mapped into a consistent structure so revenue joins cleanly to marketing activity.
Cohorts & Metrics
Cohorts, segments, and metric definitions live in the marketing data plane — not in any single reporting tool.
Define Once. Reuse Across Reports, AI, and Destinations.
Channel grouping, attribution rules, custom metrics, cohorts, LTV, and segments are defined once in the marketing data plane — then reused across reporting, analysis, AI workflows, and activation. No tool-by-tool re-implementation, no drifting definitions.
Channel Grouping Rules
Define how traffic and spend map to channels once, and every report, analysis, and AI workflow uses the same grouping.
Attribution Rules
Multi-touch attribution and configurable lookback windows defined once and reused across reporting, analysis, and activation.
Custom Metrics & LTV
Define LTV, CAC, ROAS, and conversion metrics once and keep them consistent everywhere they are used.
Cohorts & Segments
Build cohorts and segments in the marketing data plane so the same audience definition powers analysis and activation.
Destinations
Send the same model back to your tools
Once definitions live in the marketing data plane, Destinations sync those outputs to ad platforms, lifecycle tools, analytics tools, and CRMs without rebuilding logic in each system.
Conversion Signals
Send server-side conversions to ad platforms from the same customer and attribution model.
Audience Sync
Keep audience definitions refreshed in ad and messaging platforms.
Lifecycle & CRM
Send events, traits, segments, and deal updates to messaging tools and CRMs.
Product Feeds
Keep product feeds current for catalog-driven campaigns without manual uploads.
Your Marketing Data Warehouse
Use Vendo-managed storage or bring your own BigQuery. Either way, your marketing data plane lives in a warehouse you can query — not a black box.
Vendo-Managed Warehouse
Start with Vendo-managed storage and get a structured marketing data warehouse without infrastructure work.
Bring Your Own BigQuery
Connect your own BigQuery and keep the marketing data plane inside your infrastructure. Snowflake and Redshift support is available in early preview.
Data Studio
Transform incoming data into a consistent, clean structure across all your sources — ready for analysis and reporting.
Data Validation
Automatically check data for structural issues, unexpected changes, and quality problems before it reaches your reports.
Built-In Reliability
Data Quality Is Built Into the Plane
Data quality is not a separate workflow. It is embedded directly into ingestion, Data Studio, and identity resolution so reports, syncs, and AI workflows use monitored inputs.
Continuous Monitoring
Data recency, volume, completeness, and structural consistency are monitored automatically.
Anomaly Detection
Automatic detection flags unexpected spikes, drops, and trends in your data before they affect decisions.
Validation Rules
Built-in and custom rules enforce business logic so data stays decision-ready.
Operational Alerts
Slack-ready alerting routes issues to the right team quickly.
What Happens on Top of the Marketing Data Plane
Once your data is unified, the next step in the loop is analysis: SQL, Python, grouping rules, ML, and notebooks in Data Studio — then Destinations and AI workflows. Read the documentation for setup guides covering sources, Web Tracking, and Data Studio.
FAQ
Frequently Asked Questions
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We work closely with teams using Vendo on real marketing workflows. Book a call to explore fit and get hands-on with the product.
