# Your world. Working together. The value is not the number of tools. It is the context that survives as work moves between them. ## Signals in. Understanding throughout. Action with context. The same audience strategy can inform many destinations. The method of getting there remains specific to each platform. - **Read the situation.** Behavior, relationships, transactions, research and campaign response establish the question. - **Agree on the context.** The marketing data lake in your BigQuery keeps identity, definitions, permissions and history together. - **Adapt the next move.** Choose a supported activation method, format and measurement approach for each destination. ## Where your context connects. The role each platform can play in a connected marketing workflow. A platform can play more than one role. What is available to you depends on your implementation and on each platform’s requirements. ### Google Analytics (Signals) Understand on-site and in-app behavior. - **Context it can contribute:** Permitted events, sessions and defined conversion actions. - **Why it matters:** Explore the path between discovery, repeated consideration and conversion. - **What needs validation:** Event definitions, export availability, freshness and eligible identifiers must be checked. ### Shopify (Signals) Connect intent to the transaction. - **Context it can contribute:** Orders, product catalog context, returns and customer account keys. - **Why it matters:** Distinguish a first purchase from a repeat purchase using consistent definitions. - **What needs validation:** Deduplicate order IDs and specify refunds, currency and reporting windows. ### Google BigQuery (Foundation) Where the Data Foundation lives: the marketing data lake in your own environment. - **Context it can contribute:** Customer, sales, campaign, audience, creative and response data brought into one marketing schema. - **Why it matters:** Give every agent the same definitions, history and campaign memory, in a cloud you own. - **What needs validation:** Projects, access, refresh cadence and costs are set in each deployment. ### Google Cloud (Foundation) The cloud environment that hosts the foundation. - **Context it can contribute:** Cloud infrastructure and data services selected for the implementation. - **Why it matters:** Host the processing and context layers that support coordinated agent workflows. - **What needs validation:** Infrastructure choices and production controls are defined in each deployment. ### Google Ads (Activation, Signals) Meet expressed intent, and bring campaign response back. - **Context it can contribute:** Eligible audience strategy, search intent, creative and a reviewed media plan. - **Why it matters:** Coordinate search with the same context used by other channels. - **What needs validation:** Account access, audience eligibility and placement-specific requirements must be validated. ### Meta (Activation) Bring a relevant idea into the feed. - **Context it can contribute:** Audience brief, image or video direction, exclusions and measurement plan. - **Why it matters:** Adapt the creative expression while retaining the underlying hypothesis. - **What needs validation:** Supported audience methods and account permissions must be established separately. ### Amazon Ads (Activation) Connect the message to a buying moment in retail media. - **Context it can contribute:** Product context, availability, retail strategy and supported audience methods. - **Why it matters:** Coordinate retail discovery with search, social and owned-channel planning. - **What needs validation:** Retail inventory, placement access and reporting windows differ by account and environment. ### Mailchimp (Owned Channels) Continue a permissioned relationship by email. - **Context it can contribute:** An eligible contact segment, suppression rules and a relevant invitation. - **Why it matters:** Connect a returning customer’s context to the next useful message. - **What needs validation:** Contact permission, unsubscribe handling and delivery costs need explicit treatment. ### WhatsApp (Owned Channels) Make the next step conversational. - **Context it can contribute:** A permitted contact strategy and channel-appropriate message flow. - **Why it matters:** Carry audience context into a direct conversation when the channel is suitable. - **What needs validation:** Channel opt-in, supported messaging methods and operational handling must be configured. ### HubSpot (Signals, Owned Channels) Bring the customer relationship into view. - **Context it can contribute:** First-party relationship stages, declared preferences and permission context. - **Why it matters:** Connect a campaign question to customer status and relevant exclusions. - **What needs validation:** Field mappings, access scopes and contact permissions vary by implementation. ### Salesforce CRM (Signals) Customer records, accounts and sales stages. - **What needs validation:** Objects, field mappings and access scopes are agreed per implementation. ### Salesforce Data Cloud (Signals) Customer profiles and segments already unified in Salesforce. - **What needs validation:** Which profiles and segments can be shared, and how often, must be validated. ### Qualtrics (Signals) Survey and research responses that explain what behavior alone cannot. - **What needs validation:** Respondent permissions, sample design and how responses link to customers must be checked. ### VTEX (Signals, Activation) Commerce orders and catalog, plus retail media on VTEX storefronts. - **What needs validation:** Store access, catalog structure and ad placements depend on each account. ### Snowflake (Signals) A data warehouse you already maintain, as a source to connect from. - **Context it can contribute:** Governed datasets and business definitions made available to the workflow. - **Why it matters:** Bring sales, transactions and campaign tables into a common analytical question. - **What needs validation:** Access, refresh cadence and dataset ownership are deployment decisions. The Data Foundation itself runs in BigQuery. ### Databricks (Signals) Lakehouse data and models you already run, as a source to connect from. - **What needs validation:** Shared tables, access and refresh cadence are agreed per deployment. The Data Foundation itself runs in BigQuery. ### AWS (Signals) Data stored in Amazon Web Services, as a source to connect from. - **What needs validation:** Transfer method, access and costs are defined per deployment. The Data Foundation itself runs in BigQuery. ### Microsoft Azure (Signals) Data stored in Azure, as a source to connect from. - **What needs validation:** Transfer method, access and costs are defined per deployment. The Data Foundation itself runs in BigQuery. ### Google Meridian (Foundation) Google’s open-source framework for marketing mix modeling workflows. - **What needs validation:** Model results depend on data history, granularity and assumptions; they are estimates, not causal proof for a single campaign. ### Gemini (Foundation) Support reasoning and generation. - **Context it can contribute:** A question plus the permitted context supplied by the application. - **Why it matters:** Help translate a business question into an explanation, creative idea or next action. - **What needs validation:** Model versions, tools, data handling and evaluation depend on the production configuration. ### Google Vertex AI (Foundation) The platform where models run and are evaluated in your Google Cloud. - **What needs validation:** Model choice, data handling and evaluation are set in each production configuration. ### Google Cloud Run (Foundation) Runs the services that process data and coordinate the agents. - **What needs validation:** Regions, scaling and production controls are defined in each deployment. ### Google Looker (Foundation) Reporting on the same shared definitions the agents use. - **What needs validation:** Which models and dashboards are maintained is agreed with each team. ### TikTok (Activation) Translate context into a native short-form expression. - **Context it can contribute:** Creative concept, format brief, audience strategy and an explicit test design. - **Why it matters:** Explore short-form storytelling as part of the same campaign. - **What needs validation:** Actual delivery requires suitable assets, platform eligibility and account configuration. ### YouTube (Activation) Video reach and consideration within the same campaign plan. - **What needs validation:** Formats, audience methods and account access must be validated. ### Display & Video 360 (Activation) Programmatic display and video buying. - **What needs validation:** Seat access, audience methods and inventory depend on each account. Official icon pending. ### Google Ad Manager (Activation) Ad inventory for publishers and retail media networks. - **What needs validation:** Network access and placement rules depend on each account. ### X (Activation) Paid reach in real-time conversation. - **What needs validation:** Supported audience methods and account permissions must be established separately. ### Walmart Connect (Activation) Retail media close to the purchase. - **What needs validation:** Inventory, audience methods and reporting windows depend on the account and market. ### Mercado Ads (Activation) Retail media on the Mercado Libre marketplace. - **What needs validation:** Inventory, audience methods and reporting windows depend on the account and market. ### Rappi Ads (Activation) Retail media in on-demand delivery. - **What needs validation:** Inventory, audience methods and reporting windows depend on the account and market. ### Uber Ads (Activation) Retail media across rides and delivery. - **What needs validation:** Inventory, audience methods and reporting windows depend on the account and market. ### Braze (Owned Channels) Customer engagement across push, email and in-app messages. - **What needs validation:** Contact permission, suppression rules and message frequency need explicit treatment. ### OneSignal (Owned Channels) Push and in-app messages to opted-in users. - **What needs validation:** Opt-in status, suppression rules and message frequency need explicit treatment. ### Salesforce Marketing Cloud (Owned Channels) Email and journey orchestration in Salesforce. - **What needs validation:** Contact permission, journey ownership and data extensions are agreed per implementation. Logos identify platforms; they do not indicate a partnership, certification or production support. Availability for each platform is pending internal validation and depends on your implementation. Audience activation depends on each platform’s supported methods, permissions and eligibility. ## Shared intelligence. Specific activation. Carry one audience strategy across destinations, using the eligibility rules, identifiers, workflows and reporting context each one supports. RT connects the strategy across those differences: who the work is for, what the message is meant to change and how the response will be interpreted. - **Before activation:** Inspect permissions, identifiers, suppression rules and the freshness of the audience definition. - **At the destination:** Validate the supported method, asset format, account access and delivery constraints. - **After response:** Keep platform reporting windows distinct from experimental outcomes and business totals. --- Source: https://randomtruffle.com/ecosystem