Unified customer data on matching rules you can trust.

Create a single, reliable picture of each customer, order, and product across your systems - with matching rules you can explain. We determine which records refer to the same customer, order, and product, then enrich them with margin, returns, and lifetime value.

The rules for every match are documented, the match rate is reported on every run, and uncertain records are quarantined for review, so every team works from the same picture and can see how it was built.

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Trusted by
global brands

A unified, trusted, real-time view of enterprise data is the primary driver of business transformation, and the foundation AI readiness is built on.

From connected data to commercial decisions

One record, one answer

We consolidate every version of a customer, order, and product into a single unified record, leaving your source systems unchanged, so a single question can draw on all of them at once.

Revenue is not the same as value

Add margin, returns, and cost to serve to the record and the picture shifts. Some of your biggest customers turn out to be your least profitable.

Every match follows a rule you can look up

Where systems disagree, you can see which version was chosen and why, and anything uncertain is flagged for review.

Data Unification & Enrichment Services

Strategy, identity resolution, enrichment, and activation, delivered end-to-end and backed by enterprise SLAs.

Audit & Assessment

Discovery & Consultation

We undertake discovery and consultation with your marketing, commercial, and technology teams to determine which decisions need better data, which systems hold it, and the keys available to join them. The result is a connection order the business has agreed to: the two or three sources that change a decision first, with the rest scheduled behind them.

DELIVERABLE

Business requirements, objectives & priorities

Data Source & Systems Audit

Every system holding relevant data is documented with what it holds, how it can be accessed, and the quality of the fields. Our engineers inventory advertising and analytics platforms, CRM, ERP, ecommerce, finance, and support, with both structured records and unstructured content in scope, and score each field for completeness, consistency, and freshness. The inventory indicates which fields can carry a match today and which need cleaning first.

DELIVERABLE

Source inventory & field-level quality review

Identity & Matching Assessment

Joining data depends on identity, so we assess the keys available across your systems at the customer, order, product, and campaign levels: email, customer ID, order number, SKU, and hashed identifiers. We establish where matching is deterministic, where it requires rules, and where it is not reliable enough to use. The target match rate is agreed with the teams who will depend on the record.

DELIVERABLE

Identity assessment & achievable match rates

Strategy & Implementation

Unification Strategy & Data Model

We work with your marketing, commercial, and technology teams to identify which decisions need better data, which systems hold that data, and the keys needed to connect them. The result is a connection order the business has agreed to: the two or three sources that change a decision first, with the rest scheduled behind them.

DELIVERABLE

Target data model & unification strategy

Pipelines & Identity Resolution

Our data engineers build ingestion and transformation pipelines in BigQuery, Snowflake, or Databricks, then build identity resolution that stitches records together using the rules agreed upon in the assessment. Unmatched records are quarantined for review, so totals remain complete, and every match includes the rule that produced it for lookup

DELIVERABLE

Tooling decisions, pipelines & identity layer

Enrichment & Modeled Attributes

Customer, order, and product records include margin, returns, cost to serve, lifetime value, and CRM stage, along with what is captured in notes and tickets. The enrichment layer joins those attributes to the unified record using definitions signed off by the owning teams, so finance and marketing use the same figure. We add predicted value and churn risk as attributes, built with our Predictive Modeling service, on the same record.

DELIVERABLE

Enriched customer & order tables with attributes

Insights & Management

Activation & Integration

Conversion values and audiences are pushed to the advertising platforms, segments to CRM, and enriched tables to your reporting, planning, and data science layers. Each feed is monitored for volume, freshness, and match quality. Value-based bidding, suppression lists, and lifecycle segments all draw on the same record, so a change to a definition flows to every destination.

DELIVERABLE

Live integrations, audiences & conversion feeds

AI-Ready Record

An AI model can only work with the portion of the picture it is given. The unified record is that picture: every customer, order, and product, both structured and unstructured, with margin, returns, and value already attached, and every field traceable to its source. We prepare the record as the training and scoring input, and the propensity, churn, and lifetime value models are built and run in production by our Predictive Modeling & Forecasting service.

DELIVERABLE

Predictive models in production & monitoring

Governance & SLAs

We establish the operating model: field and identity-rule ownership, agreed definitions, match rate monitoring with alerts when the rate moves, and a release process for adding sources. An agreed SLA covers response times, source changes, and the new systems that arrive as the business grows, so the record built in year one is still one unified record in year three.

DELIVERABLE

Governance framework, monitoring & support SLA

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A fractional data team turns expertise into ongoing capability.

Data architects and engineers who run the infrastructure they design: pipelines, identity, warehouse, and governance under SLA - one team, collection through activation.

Learn more about our solution

Google Reviews

Working with Adaptive has been a great experience. Not only have they provided in depth training on GA4, but they have also provided ongoing support for our implementation. Their depth of knowledge on GA4 has been instrumental to our set up and kicking off use of data with our team.

Monica Figa

Associate Director, Data & Insights

Adaptive helped us to architect, implement, train, and support a complicated project servicing a Fortune 100 company. They have been fantastic with their communication, organization and eye for detail in implementation. I would highly recommend working with this team.

George Andersen

Senior Manager, Digital Insights & Analytics

Adaptive did an amazing job helping us to migrate in time to GA4 and also solving a massive regex house of cards issue. Their data layer and hashed id solution has made a massive difference in helping us gain insights and collect game changing data for our business.

Micah Nyatsambo

Sr. Director, Digital Engagement Marketing

The team are fantastic to work with. We had an urgent need for additional tracking support and the team was able to get up and running within a matter of a couple of days.

Jessica Williams

Director of Strategy

Adaptive did a great job of helping us implement Google Analytics on our site and also of moving us from Universal Analytics to GA4 when the time came. Their process was thorough and easy.

Hampton Stephens

VP of Product

Adaptive is great! They're extremely knowledgeable, flexible, and easy to work with. Their willingness to modify their own process to meet our somewhat non-standard needs is refreshing.

Cole McKussic

Director of Data Science

Working with Brian at Adaptive to implement GA4 was a fantastic experience. Quick, professional, and effective, their help has transformed how our company uses data for decision-making.

Ryan Henderson

Marketing Director

Adaptive & Co worked with us at The Shade Store and helped us successfully integrate and upgrade to GA4, and also assisted in our strategic move to Google Tag Manager (GTM).

Justin Hoffman

Senior Vice President Development

We've had an overall fantastic experience with the Adaptive team. Along every step of the way, the team collaborated with us, came up with great ideas. Friendly, enthusiastic, ambitious, and committed.

Jordan Norris

Marketing Director

We have been using the Google Analytics consultancy services of Adaptive for a year and a half now and couldn't be happier. Brian & his team are fantastic.

Tim Robertson

Chief Digital Officer

A top-notch analytics consultancy, excellent at every service they provide. Look forward to working with them consistently as we harness our data and navigate the changing environment.

Steve Mucciolo

Global Insights Manager

Adaptive has been great to work with; they are very responsive and always give great advice. I strongly recommend Adaptive to any business looking for a company to help with data analytics consulting.

John Colianne

Digital Marketing Manager

Adaptive has been a huge help to our company, helping us to get set up with GA4, migrating all of our GTM tags over, providing the necessary training, and data visualization.

Joe Lambert

Digital Properties Manager

As an individual with a very in-depth understanding of data intelligence and technology, I am comfortable recommending Adaptive to anyone needing assistance setting up complex data engineering and analysis.

Ryan Goldberg

Director of Insights

Highly recommend! Adaptive set up our organization's Google Analytics/Google Tag Manager and guided us through maintaining our SEO rankings during a major website launch.

Marie von Hafften

Director of Technology

Adaptive are definitely pros with data and have a great depth of understanding and the ability to work with people on a human level. Highly recommend!

Mary O'Rourke

Vice President of Operations

Since Adaptive implemented our digital marketing program, data has driven every marketing decision. We've seen an immediate impact on performance.

Eoin Whelan

Marketing Manager

We started working with adaptive on GA4, but due their professionalism and expertise, we have continued to work with them on forecasting models and further analytics capabilities.

Matthew Payne

Transformation Director

Have worked with this company for several years now, they are very knowledgeable and professional and work quickly. Would highly recommend using them for your Google Analytics consulting.

Eric Nordyke

Co-Founder & Board Member

The team have been a huge help to our company, helping us to get set up with GA4, migrating all of our GTM tags over, providing the necessary training and answering all our questions.

Liam O'Marah

Director of Digital Marketing & Web Strategy

From custom analytics solutions with GA4 and Google Tag Manager to running Google Ads and PPC initiatives, Adaptive is the most competent agency I've worked with -- and that is saying a lot after running high performance marketing agency teams for the better part of a decade. I could not recommend them enough.

JJ Koch

Director of AI

Very detail-oriented; alerts you to what you need to know, especially when you may not know it; understands how to communicate tech talk to non-techies; gets things done that have been otherwise difficult to do. Would highly recommend them!