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Spine Fabric builds your Marketing domain context by ingesting campaign, content, engagement, and conversion data from multiple source systems. It unifies them around shared entities and projects the assembled context into the Marketing workbench. Views are built on demand, not cached, so you always see current performance.

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Sources and Scopes

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Event Sequence

  1. Intake polls APIs or receives webhooks from HubSpot, Marketo, Google Analytics, and LinkedIn Ads.
  2. Load normalizes records into Spine entity schema.
  3. Schema mapping links UTM parameters to campaigns, email addresses to leads, and page paths to content.
  4. Context assembly joins campaigns to performance metrics, leads to touchpoints, and content to engagement.
  5. Projection renders domain views scoped to the requesting user and their permissions.

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On-Demand Assembly

When you open Campaign Performance, Spine queries the latest ingested state, assembles the campaign graph with cross-channel metrics, enriches it with lead quality scores, and returns the projection in under a second.