Understanding the Treasure Data Architecture is useful in knowing how Treasure Data’s CDP can enhance your customers’ experiences by unifying your existing data sources into valuable insights that result in highly effective targeted communications and campaigns. It is also helpful to see how your data is collected, unified, enriched and activated.

Architecture Overview

Treasure Data allows you to connect to your data from 1st, 2nd, and 3rd-party sources and unify them into one data pipeline that can be turned into master segments of complete customer profiles. These master segments can then be enriched by further segmenting and querying. You can then activate by analyzing the data using various data science tools as well as transforming the data into personalized communications and targeted campaigns.

How Does Your Data Move Through the Treasure Data CDP?


With Treasure Data you can connect to all of your sources of customer data and other data that affects your customers using the Integrations Hub and Data Workbench.

Integration Hub

Using the Integration Hub, you can import data from first party sources by uploading a TSV or CSV file or you can access and ingest your data from 2nd and 3rd-party sources. For example, ingest from mobile, web, CRM, and point-of-sale systems into a schema-free data representation that enables data to be communicated and used by various business units across the organization.Or, you can ingest from your streaming data sources for real-time collection, such as website and mobile applications and IoT devices.

Data Workbench

Using the Data Workbench, you can ingest from first-party data sources that collect data with batch processes, such as production databases, CRM SaaS tools, and POS systems and set up databases and tables.

Unify and Enrich

After connecting to your sources of data, you can unify your data into master segments and use Treasure Data to query your data and create more targeted segments for analysis and campaigns using the Data Workbench and Audience Studio.

Data Workbench

Using the Data Workbench, create master segments of your customer profiles and use the query engine to uncover insights that were previously hidden by the complexity of the data pipeline. Additionally, export your data seamlessly into systems of your choice, such as data science tools, business analytics tools, and CRMs.

Audience Studio

Using Audience Studio, our marketer-friendly interface, you can gain further insights and prepare data for activation. You can easily view current volume and growth rates of existing master segments as well as view and compare existing segments within a master segment. It allows you to create batch segments from existing master segments and uncover additional insights by leveraging our machine learning through the use of predictive scoring, which will allow you to understand and predict customer behavior more accurately.


After creating a segment based on a specific set of rules, you can export that data through integrations set up in Treasure Data to analytics tools and to activate targeted campaigns such as mobile push notifications, email marketing and website personalization.

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