Data Architecture & Activation
Turn fragmented customer data into a trusted, unified foundation for better decisions and more effective marketing. We design and implement customer data architecture that connects your systems and activates your…
Making customer data usable.
Most organisations have data — in their CRM, their ecommerce platform, their analytics tools, their support systems. The challenge is that this data is rarely connected, consistently modelled or trusted enough to act on.
Rivaya helps organisations design data models, implement customer data platforms and build the activation patterns that translate raw data into meaningful customer interactions.
We specialise in Salesforce Data Cloud (formerly CDP) and Data 360, along with the broader ecosystem of data integration, identity resolution and segmentation tools that support modern marketing operations.
Core Capabilities
Customer Data Platform Design
Design and implement Salesforce Data Cloud, including data ingestion, schema design, unified profiles, consent management and activation configuration.
Data Architecture & Modelling
Define the data model that connects your source systems, resolves identity, supports segmentation and enables downstream marketing and analytics use cases.
Identity Resolution
Implement deterministic and probabilistic identity resolution to create accurate, unified customer profiles across devices, channels and systems.
Segmentation & Audience Activation
Design and build audience segments that reflect real customer behaviour and lifecycle stages, activated into your Martech stack for targeted communication.
Data Integration & Ingestion
Connect source systems — CRM, ecommerce, website, app, support — using streaming, batch and zero-copy integration patterns.
Data Governance & Consent
Implement consent management, data governance frameworks and appropriate data controls to support compliant marketing operations.
Our Approach
01. Audit your current data landscape
Understand what data exists, where it lives, how it's structured and what gaps prevent you from having a clear picture of your customers.
02. Design a unified data model
Define the schema, identity keys, source system mappings and attribute set that will support your marketing and analytics requirements.
03. Implement and ingest
Connect your source systems, configure ingestion pipelines and validate data quality across the unified profile.
04. Activate into your Martech stack
Configure audience segments and activation pathways into your engagement platform, paid media channels and analytics tools.
05. Govern and maintain
Establish data quality monitoring, consent controls and maintenance processes to keep your data platform reliable over time.
Example Use Cases
- Data Cloud implementation. End-to-end Salesforce Data Cloud setup — data ingestion from CRM, website and ecommerce, identity resolution and first activation into Marketing Cloud.
- Customer 360 consolidation. Designing and building a unified customer profile that connects data from multiple systems for the first time, enabling consistent segmentation across channels.
- Segmentation redesign. Rebuilding an audience segmentation approach based on actual behavioural and lifecycle data rather than manually maintained lists.
- Consent and privacy remediation. Implementing a consent management architecture to support compliant marketing operations and align with organisational privacy commitments.
Business Outcomes
- Accurate, unified view of your customers across channels and systems
- Higher-quality segmentation that reflects real customer behaviour
- Reduced manual data preparation effort for marketing teams
- Faster time to audience — from insight to activation
- More consistent consent management and data governance
- Foundation for AI and predictive use cases built on trusted data