Data Aggregation
What is Data Aggregation?
Aggregation is the act of bringing data together — pulling from the CRM, the marketing platform, the product database, intent providers, enrichment vendors — and combining the rows into one queryable surface. The mechanics range from simple (a CSV concatenation) to complex (real-time streaming joins in a warehouse). Aggregation alone isn't enough: without matching (figuring out which records refer to the same entity), aggregation creates duplicate noise rather than a unified view. The full pipeline is aggregate → match → resolve → deduplicate, and only after all four do you have a single 'golden record' per customer. Done right, aggregation is the bedrock of every downstream analytic and every cross-system play.
Why it matters
- Eliminates the partial-view problem where each tool holds 30% of the customer's story.
- Enables real cross-functional analytics — campaign attribution, lifecycle journeys, full-funnel reporting.
- Powers identity-resolution and golden-record creation, both of which require the source rows in one place.
Use cases
- Customer 360 view. CRM + product + support + billing rolled up to one screen per account.
- Cross-source attribution. First-touch source identified by joining ad data to CRM-tracked outcomes.
- Cohort analysis. Combining acquisition cohort with downstream behavior to model LTV.
How turgo helps
turgo aggregates from every connected source — CRM, intent provider, enrichment vendor, product data — into a single account/contact graph that every agent reads from.
See turgo in action →
