Customer 360 & Activation
Unify customer data from CRM, product, and support. Trigger campaigns when behavior changes. Track which actions drive revenue.
The Fragmented Customer Data Problem
Marketing, Product, and Support teams each have partial customer views. Data lives in separate systems with no real-time sync.
Siloed Data
CRM shows firmographic data. Product DB has usage events. Support system tracks tickets. No single view—Marketing targets churned customers, wastes budget.
Batch Delays
Reverse ETL syncs customer data to marketing tools nightly. User activates feature at 2pm, campaign triggers at 9am next day—12+ hours late, user already converted.
No Attribution
Marketing sends email campaign. Some users convert. Which emails drove conversions? No event tracking between campaign send and product signup—guessing what works.
How Fastero Solves It
Event-driven customer data activation. CDC detects behavior changes, triggers campaigns instantly, tracks full customer journey.
Sources
Salesforce
Product DB
Zendesk
Unified View
SQL JOIN
Customer profile
Event history
Activation
Segment
HubSpot
Slack
Unify Customer Data with SQL
Write SQL query joining Salesforce accounts, product usage events, support tickets. Fastero materializes unified customer profile in warehouse. Update query, profile refreshes—no ETL pipeline changes.
Trigger on Behavior Changes
CDC detects product usage changes (feature activation, usage drop, upgrade). Fastero triggers workflow: calculate engagement score, check segment rules, fire campaign if conditions met—all in seconds.
Push to Marketing Tools
Reverse ETL syncs customer profile to HubSpot, Segment, Braze. Custom fields include engagement score, churn risk, product tier. Marketing sees product data in their tools—no context switching.
Track Attribution End-to-End
Log every campaign send as event. When user converts, join campaign events with conversion events. SQL query shows which campaigns drove conversions—measure actual ROI, not guesses.
What changes with Fastero
Campaigns can trigger shortly after behavior changes instead of waiting for a batch sync.
CRM, product, and support data can be queried together in one SQL model.
Track campaign sends and conversions in the same event stream for analysis.
Use SQL to build profiles and workflows, instead of maintaining Python pipelines.
Fastero vs. Traditional CDP
Event-driven activation vs. scheduled batch syncs and black-box segmentation.
| What you need | How Fastero helps | Typical alternatives | What this means in practice |
|---|---|---|---|
| Customer Profile | SQL JOIN you control (CRM + product + support) | Pre-built schemas, limited customization | Full control over profile logic. Add custom signals (NPS, support tickets) with SQL. |
| Activation Speed | Real-time CDC triggers (seconds) | Scheduled syncs (hourly/daily) | User activates feature, campaign fires same minute. No batch delay. |
| Attribution Tracking | Event log + SQL joins (full lineage) | Last-touch or multi-touch models (limited) | Query raw events to build custom attribution models. See every touchpoint. |
| Data Warehouse | Native (Snowflake, BigQuery, Databricks) | Proprietary data lake (export required) | Customer data stays in your warehouse. No vendor lock-in, full SQL access. |
| Cost Model | Usage-based (compute + storage) | Per-profile pricing ($50-200/month per 1K profiles) | Pay for compute used, not profile count. No overpaying for inactive customers. |
Real-World Scenarios
Feature Activation → Welcome Campaign
Situation
User signs up but never activates core feature. Marketing wants to send onboarding email when user activates feature—batch sync means 12-hour delay.
Solution
CDC detects feature activation event in product DB. Fastero triggers workflow: check if user in trial, fetch user email from Salesforce, send via HubSpot API with feature-specific tips.
Outcome
User gets a contextual email shortly after activation, which generally performs much better than a generic daily digest.
Usage Drop → Churn Prevention
Situation
Customer daily active users drop sharply in the last 7 days. Support has multiple open tickets. Contract renews in 60 days. No unified alert—CSM unaware until renewal call.
Solution
Fastero SQL query joins product usage trend with support tickets. When usage drops + tickets increase, calculates churn risk score. Posts Slack alert to CSM with full context.
Outcome
CSM intervenes about 8 weeks before renewal, identifies product gaps, suggests workarounds, and has a better chance of saving the account.
Campaign Attribution Analysis
Situation
Marketing runs several email campaigns in a month and sees new trial signups. Without event tracking, it is unclear which campaigns drove signups—manual surveys get very low response rates.
Solution
Fastero logs campaign send events (user_id, campaign_id, timestamp). Logs trial signup events. SQL query joins events: for each signup, find last campaign send within 24 hours. Group by campaign.
Outcome
You can see which campaigns were followed by signups and reallocate budget toward those that consistently perform better.
Fastero Features That Power This
Data Fabric
Semantic layer for customer data. Define "customer" once, everyone queries same definition. Lineage shows data flow from source to campaign.
Learn moreTrigger Engine
CDC on product DB, CRM, support system. Detects behavior changes (feature activation, usage drop, ticket created) in real-time.
Learn moreReverse ETL
Push customer profile to HubSpot, Segment, Braze. Custom fields sync in real-time (engagement score, churn risk, product tier).
Learn moreSQL Workbench
Write SQL to join CRM + product + support. Save as reusable query. Schedule refresh or trigger on data change—no ETL pipeline.
Learn moreWorkflow Orchestrator
Chain SQL queries, webhooks, Python notebooks. Conditional logic (if churn_risk > 70%, alert CSM). Retry failed steps automatically.
Learn morePublic APIs
Expose customer profile as REST API. Marketing tools call API to get real-time engagement score—no batch export.
Learn moreCommon Questions
How do you unify customer data from multiple sources?
Write SQL query joining tables: SELECT * FROM salesforce.accounts JOIN product_db.events ON email JOIN zendesk.tickets ON user_id. Fastero materializes result in warehouse. Update query anytime—no ETL changes needed.
How fast are triggers after behavior change?
CDC detects database change within seconds. Workflow executes in 1-5 seconds (SQL query + API call). Total latency: user activates feature, campaign fires within 10 seconds.
What marketing tools can you push data to?
Reverse ETL supports Salesforce (native). Push to HubSpot, Segment, Braze, Marketo via webhooks (custom field mapping in UI). If tool has REST API, Fastero can push to it.
How do you track campaign attribution?
Log campaign send as event (user_id, campaign_id, sent_at). Log conversion as event (user_id, converted_at). SQL query joins events to attribute conversions to campaigns. Build custom models (first-touch, last-touch, multi-touch) with SQL.
Can I build custom engagement scores?
Yes—engagement score is SQL query you write. Default: weight product usage (70%), support tickets (-20%), NPS (10%). Customize weights, add signals (API calls, feature adoption). Query runs on trigger, score updates in real-time.
How is this different from Segment CDP?
Segment: proprietary data lake, per-profile pricing, limited SQL access. Fastero: data stays in your warehouse, SQL-first, usage-based pricing. Segment good for event collection, Fastero better for custom workflows and warehouse-native analytics.
Ready to activate your customer data?
Unify CRM, product, and support data. Trigger campaigns on behavior changes. Track attribution end-to-end—start free today.