Even with modern marketing tools and data infrastructure (like the data warehouse), marketing data still follows a largely linear flow through the stack. It might be better data than teams have ever used before, but if marketing tools are the terminal destination, the result is only a higher ceiling for local optimization. I've worked with our data engineers to architect a stack that creates real-time "data feedback loops," where every destination is also a source in the stack. As data is activated in downstream tools (sales, marketing automation, etc.), the data created by those activities is fed back into the data warehouse and analytics tools, giving teams the ability to optimize with much more speed and agility than they could when their tools were the final destination for data. Additionally, these feedback loops create a dataset for data scientists that increases in value over time, giving them the ability to fine-tune models as more and more touch points are available. Our data science team has used this data to calculate lead scores and model the most common multi-touch journeys our customers experience. Last but not least, all of this happens in real-time, giving us access to complete customer profiles and the most recent customer behavior instantly, anywhere in the stack. This enables our teams to provide the most relevant and up to date messaging across business functions. Key takeaways: 1. In the modern stack, every destination should also be a source 2. How to truly leverage your warehouse as the source of truth for customer data 3. How to have instant access to complete customer profiles anywhere in your stack