We’re thrilled to announce the private preview launch of Live Syncs, making Census the first to enable real-time activation on top of the data warehouse.
Census connects directly to your behavioral event stream, merges high-speed event data with high-quality warehouse data in a Customer 360 profile, then triggers actions across any business tool within seconds.
Unlike traditional CDPs and activation platforms, with Census you can engage your customers in real-time by leveraging both streaming and warehouse data infrastructure you've already invested in. Census remains fully composable, and Live Syncs work with any event collection solution. No need to rip and replace.
We strongly believe that the Composable Customer Data Platform (cCDP) is the future of data-driven marketing, providing complete Customer 360 views, more reliable data, better governance, and faster time-to-value by integrating natively with the cloud data warehouse.
Until now, the biggest limitation of the Composable CDP was the inability to perform real-time, event-based use cases because warehouses traditionally update on a schedule — not ideal for situations when an immediate action is required, like abandoned cart, purchase failed, or demo request submitted.
Today, with the release of Census Live Syncs, we’re unleashing the full potential of the Composable CDP. Census is the crucial "last mile" of the warehouse-native CDP that makes customer data and audiences actionable in over 200+ destinations. Our new release enables real-time activation without compromising on the flexibility and power of warehouse-native marketing.
Census provides one system that seamlessly activates data at any velocity, whether slow or fast. We merge high-quality warehouse data together with high-speed events in a complete Customer 360 profile, then trigger actions like emails, SMS, and notifications. All in seconds, not hours or days.
The cloud data warehouse contains all of an organization’s cleaned, resolved, and trustworthy customer data. The problem is, the processes that create verified “good” data also make this data “slow.” Marketing teams require high-quality data to launch campaigns and segment audiences, but this data isn’t available immediately.
Behavioral events, or “fast” data like website browsing behavior (viewed product, abandoned cart) and form submissions (trial signup) are generated instantly, but can take hours to enter the warehouse. Marketing use cases that require activation in seconds or minutes were previously not possible in warehouse-native architecture, but Census Live Syncs unlock data activation at all speeds.
Census runs on your existing data infrastructure and integrates seamlessly with other data and business tools, achieving maximum flexibility as a core tenet of the Composable CDP. In the same way, our Live Syncs enable real-time activation without locking you into any proprietary system.
Historically, there have been two common solutions to implement real-time marketing use cases:
In contrast, Census prevents both vendor lock-in and unwieldy custom builds. You maintain zero-copy architecture with the central source of truth in the data warehouse, enabling you to mix and match best-of-breed tools to suit your business.
Unlike other solutions, Census works wherever your source of event data is. The ability to “bring your own event tracking” makes Census easier and faster to implement than any other real-time activation platform.
CDP vendors like Twilio Segment, RudderStack, and mParticle require you to adopt their event tracking system in order to enable real-time activation. Setting up event collection is time-consuming, and there’s no immediate value in re-instrumenting your entire infrastructure if it’s only a stepping stone to real-time.
With Census, you have the flexibility to use any event tracking solution you choose, including but not limited to:
You can immediately amplify the value of existing data and martech investments by adding Census to enable real-time engagement that's centered around trusted customer data.
In the demo video, we cover an example of an eCommerce Abandoned Cart Campaign to show how a brand can immediately recover lost customers and revenue by engaging them with a personalized offer in real-time.
While most marketing use cases don’t truly require sub-minute data activation, there are many use cases that can benefit from combining a real-time event trigger with customer profile data in the warehouse.
Real-time use cases include:
We firmly believe that composable and warehouse-native marketing is the future of customer engagement for every business. With rapid technological shifts in AI, privacy, and third-party tracking, traditional marketing and demand generation are no longer effective. Enterprises that fully leverage their first-party data for real-time personalization and engagement will outperform their competitors.
Leading enterprises such as Canva, Sonos, Orangetheory Fitness, ClickUp, and Notion already use Census to achieve marketing outcomes like reducing Customer Acquisition Costs by 50% and personalizing customer journeys for 125 million monthly users.
If you share our vision of the data warehouse as the center of the business, we’d be thrilled to show you a demo of Census Live Syncs to help you get started with the Real-Time Composable CDP.
Want to see how Census Live Syncs work in action? Sign up for a demo here. We look forward to hearing from you!