01
Identity Resolution
Probabilistic + deterministic graph matching that respects consent flags, regional privacy regimes, and clean-room boundaries.
Solutions · MarketingGENEDATA / 01
Know the journey.Make it matter.
Connect customer interactions, identity, and consent to understand what works and turn insight into relevant experiences.
Shared context · Lineage · Governance
Connected
Your sources
Customer profiles
Campaign events
Consent signals
Connected intelligenceCustomer intelligence
Governance
Business impactAudience activation
Shared contextLineageGovernance
02
Multi-Touch Attribution
Native ML-based attribution alongside rules-based models, with the same granular event store powering both — no more tool reconciliation.
03
Audience Activation
Push live, governed audiences to Meta, Google, TikTok, programmatic DSPs, and your CDP — with consent and suppression honored at activation time.
Built On
The products behind this solution.
Marketing data problems are identity and consent problems first, and activation problems second.
GeneFlow
Ingests web, mobile, ad platform, CRM, and support events into one governed event store.
Learn moreGeneCatalog
Holds the identity graph and enforces consent and regional privacy regimes at query and activation time.
Learn moreCortex SQL
Serves attribution, audience definitions, and campaign reporting from one set of certified metrics.
Learn moreCortex AI
Drives propensity scoring, next-best-action, and audience expansion inside the privacy boundary.
Learn moreIdentity to Activation
From fragmented events to an audience in market.
Every stage between a raw event and an activated audience is where identity, consent, and attribution usually get lost to a tool boundary. Running them on one substrate means the segment your CMO approves is the segment that ships, with consent state checked at activation rather than at export.
How It Comes Together
Resolve, consent, segment, activate.
Consent is evaluated at activation time rather than baked into an export, so a withdrawal takes effect on the next send instead of the next rebuild.
Resolve identity
Deterministic and probabilistic matching build a household- and person-level graph, with confidence scores exposed rather than hidden.
Apply consent
Regional consent and suppression state is attached to the profile and re-checked at every activation, not just at segment build.
Segment live
Audiences are defined as governed queries over the profile, so membership updates continuously rather than on a nightly rebuild.
Activate anywhere
Push to ad platforms, DSPs, email, and in-product surfaces from the same definition, with per-destination delivery tracked.
Marketing Capabilities
What the marketing team gets.
The recurring problem is that the dashboard, the segment, and the campaign each come from a different system with a different definition.
Unified identity graph
One person-level graph across web, app, CRM, support, and offline, with match confidence exposed per link.
Consent-aware activation
Regional consent and suppression honoured at send time, so a withdrawal propagates immediately rather than on rebuild.
Attribution without reconciliation
Rules-based and ML attribution run over the same event store, so models can be compared rather than merely disputed.
Real-time audiences
Segment membership updates continuously, so a cart abandoner enters the journey in seconds rather than tomorrow.
Clean-room collaboration
Match against partner data without either side exporting raw identifiers, with query-level governance on both.
Incrementality testing
Built-in holdout construction and lift measurement, so channel performance can be tested rather than asserted.
Who Benefits
From the CMO to the campaign manager.
Marketing data problems usually surface as disagreements between teams reading different systems.
Campaign Manager
Build an audience without a ticket
Define a segment against the governed profile and activate it to any destination without waiting on an engineering export.
Campaign turnaround in hours, not sprints.
CMO / Analytics
Defend the attribution number
Compare attribution models over one event store and show the incrementality test behind a channel budget decision.
Spend decisions backed by measurement.
Privacy / Legal
Prove consent was honoured
Every activation records the consent state evaluated at send time, so a regulator question is answered from the log.
Demonstrable compliance per activation.
Versus a CDP Stack
What changes without the reverse-ETL layer.
A CDP plus an attribution tool plus reverse ETL means three copies of the customer and three definitions of an audience.
| Dimension | Before Genedata | With Genedata |
|---|---|---|
| Customer profile | Copied into a CDP, drifting from the warehouse | Governed profile in the warehouse itself |
| Audience freshness | Rebuilt on a nightly schedule | Continuously updated as events land |
| Consent | Snapshotted into the export | Evaluated at activation time |
| Attribution | A separate tool with its own event store | Models compared over one granular store |
| Reconciliation | Dashboard and campaign disagree routinely | One definition drives both |
Deterministic + probabilisticIdentity Resolution
Real-timeAudience Refresh
Reverse ETL to any connectorActivation
GDPR · CCPA · LGPDPrivacy Frameworks
The next step
One source of customer truth. Activated everywhere.
Genedata Marketing replaces your CDP, attribution tool, and reverse-ETL stack with a single governed platform — so the audience your CMO sees in a dashboard is exactly the one running in market.
FAQ
Marketing, answered.
What CMOs, analytics leads, and privacy teams ask before replacing a CDP.
Does this replace our CDP and reverse-ETL stack?
For most teams, yes. Identity resolution, audience definition, and activation run on the same governed store as your analytics, which removes the reconciliation between what the dashboard shows and what actually ran in market.
How is identity resolved?
Deterministic and probabilistic matching build a graph that respects consent flags, regional regimes, and clean-room boundaries — so a match that would be non-compliant in one region simply is not made there.
Is attribution ML-based or rules-based?
Both, off the same granular event store. That matters because the usual argument between attribution tools is really an argument about differing underlying data, which disappears when there is one.
How is consent enforced at activation?
Consent and suppression are applied when the audience is built, not filtered downstream, so a suppressed customer never reaches the destination platform.
Which activation destinations are supported?
60+ channels including the major ad platforms, programmatic DSPs, and your existing CDP if you keep it — with the audience defined once rather than per destination.
Related content
Architecture
Identity Graph Design
Deterministic and probabilistic matching under consent constraints.
GuideAttribution Methodology
Running ML and rules-based models off one event store.
CatalogActivation Connectors
Destinations, refresh cadence, and consent propagation.
RelatedRetail
Applying the customer record to inventory and pricing decisions.
Take the next step
Resolve one audience end to end.
Build a governed audience and activate it with consent enforced, in one session.