Data Unification
Structured and event-level data ingested from every marketing, sales and CX system into one governed repository.
Introducing · NeuGenM Sigma
Unify every source.
Resolve one identity.
Activate any channel.
NeuGenM Sigma is the unified data platform — the single customer repository behind Signal, Swarm, Surge and Shelf.
UnifyData Unification · Every source, one repository
ResolveIdentity Resolution · One profile per customer
ActivateActivation & Orchestration · Every channel, in sync
01 — The shift
Your customer data isn't missing. It's scattered.
Marketing and sales teams now run more tools than ever — and every new tool is another partial, disconnected view of the same customer.
$4.07B → $17B
Global customer data platform market, 2026 to 2034, at ~19.6% CAGR. SOURCE: FORTUNE BUSINESS INSIGHTS
65.7%
of marketers cite data integration as their single biggest martech stack challenge. SOURCE: MARTECH SURVEY
15,384
martech tools now on the market, up from just 150 in 2011 — and most businesses run dozens.
02 — The problem
Marketing and sales are looking at two different customers.
The CRM says one thing. The ad platform says another. The support desk has never heard of either. Every team is personalising off a partial, outdated picture.
Fragmented
The same customer exists as five different records
No one owns the merge. No one trusts the count.
Stale
Data synced overnight, or not at all
Campaigns launch against yesterday's customer.
Sigma Active
One record, resolved and synced everywhere, always
Every team works from the same single truth.
03 — Introducing
NeuGenM Sigma.
One repository, one identity, one activation layer — the unified data platform every other NeuGenM engine runs on.
Identity Resolution
Deterministic and probabilistic matching resolves every record into one confident, consent-aware identity.
Activation & Orchestration
Unified audiences synced live to ad platforms, CRM and messaging — so every channel acts on the same truth.
Module 01 · Ingestion
Stop copying data. Start sharing it.
Sigma ingests structured and unstructured data from every marketing and sales system you run — CRM, ecommerce, ad platforms, support tools — into a single, continuously updated repository.
UnifyEvery Source
Connect
Pre-built connectors for 300+ common marketing, sales & CX systems.
Ingest
Real-time and batch ingestion, structured and event-level data.
Map
Automatic schema mapping to a single unified data model.
Store
One governed repository, not a dozen partial exports.
Data Unification — how it works
From scattered sources to one repository.
Nothing gets resolved or activated until every source is connected and mapped.
01
Source Audit Week 1
Catalogue every system holding customer or transaction data.
02
Connector Setup Week 1–2
Pre-built connectors deployed · custom sources mapped.
03
Schema Unification Week 2–3
Fields mapped to a single customer data model.
04
Live Sync Week 3+
Continuous ingestion, monitored for drift & failures.
Supported sources
If it holds customer data, Sigma can connect to it.
CRM
Salesforce, HubSpot, Zoho & more
Ecommerce
Shopify, Magento, WooCommerce
Ad Platforms
Google, Meta, LinkedIn
Web & App Analytics
GA4, Mixpanel & similar
Support & Helpdesk
Zendesk, Freshdesk & similar
Point of Sale
In-store & offline transactions
Messaging
Email, SMS & WhatsApp
Offline & Flat Files
CSV, spreadsheets, legacy exports
Module 02 · Unify
Same customer. One single record.
Sigma matches records across every connected source — deterministic where identifiers align, probabilistic where they don't — to resolve one confident identity per customer.
ResolveOne Identity
Match
Deterministic matching on email, phone & customer ID.
Infer
Probabilistic matching on behavioural & device signals.
Merge
Configurable survivorship rules decide which record wins.
Consent
Every merge respects consent & regional data rules.
Identity Resolution — how it works
From five records to one confident identity.
Matching logic is designed with your team, then runs continuously in the background.
01
Matching Logic Design Week 1
Deterministic & probabilistic rules defined for this business.
02
Historical Resolution Week 2
Existing records merged into unified profiles.
03
Real-Time Resolution Ongoing
New records matched as they arrive.
04
Quality Monitoring Monthly
Match-rate & duplicate-rate tracked and reported.
Module 03 · Activate
One profile. Every channel, in sync.
Sigma builds audiences from the unified profile and syncs them everywhere they're needed — ad platforms, email/SMS/WhatsApp, sales CRM — so every team acts on the same truth.
ActivateEvery Channel
Segment
Build audiences from any combination of unified attributes.
Sync
Push segments to ad platforms, CRM & messaging tools automatically.
Orchestrate
Multi-step journeys across email, SMS, WhatsApp & push.
Trigger
Real-time event triggers hand off to Surge, Swarm or sales.
Activation & Orchestration — how it works
From one profile to every channel, always current.
Audiences refresh continuously — no more exporting a list that's stale by the time it's uploaded.
01
Audience Design Week 1
Segments & journey triggers defined with the client team.
02
Channel Connections Week 1–2
CRM, ad platforms & messaging tools connected.
03
Journey Build Week 2–3
Multi-step orchestration built and tested.
04
Always-On Sync Ongoing
Segments refresh continuously as profiles update.
The Sigma architecture
Five stages. One continuous loop.
Measure feeds back into Ingest — new signals become new sources, and the loop compounds.
Stage 01
Ingest
Every source connected, in real time.
→
Stage 02
Unify
One repository, one data model.
→
Stage 03
Resolve
One identity per customer.
→
Stage 04
Activate
Synced to every channel that needs it.
→
Stage 05
Measure
Quality & reach tracked continuously.
Governance & compliance
Built for consent, from the first record in.
Sigma runs on enterprise-grade customer data infrastructure, integrated and managed end-to-end by NeuGenM — governance is built in, not bolted on.
DPDP
DPDP Act Readiness
Consent captured, tracked and honoured at the record level across every source.
RESIDENCY
Data Residency
India-hosted deployment options for clients with regional data requirements.
ACCESS
Access Controls
Role-based access so teams only see the fields relevant to their function.
AUDIT
Audit Trails
Every merge, sync and access logged — full traceability on every profile.
Where Sigma powers the portfolio
One unified profile. Every NeuGenM engine reads from it.
Sigma isn't a peer to Signal, Swarm, Surge and Shelf — it's the foundation underneath all four.
Signal
Shapes how AI engines discover and recommend your brand — reading Sigma's unified profiles.
Swarm
Powers creator and social campaigns from the same single customer truth.
Surge
Feeds real-time bidding and budget shifts with Sigma's resolved audiences.
Shelf
Targets retail-media buying on one identity per shopper, not scattered records.
Measurement & data quality
Data quality, tracked like any other KPI.
Sigma reports on the health of the data itself — not just the campaigns running on top of it.
Match Rate
- % of records resolved to a single identity
- Duplicate rate over time
Completeness
- % of profiles with key fields populated
- Gaps by source system
Freshness
- Sync latency by source
- Time-to-activation for new records
Activation Reach
- % of profiles synced to at least one channel
- Segment refresh success rate
Reporting cadence: live Sigma health dashboard · monthly data quality review · quarterly source audit
Why NeuGenM
A managed data foundation, not a self-serve platform you're left to run.
01
Enterprise-Grade Infrastructure
Built on proven, enterprise-grade customer data infrastructure — integrated and managed end-to-end by NeuGenM.
02
Feeds The Whole Portfolio
One unified profile powers Signal, Swarm, Surge and Shelf directly — no re-exporting data between engines.
03
Dedicated Data Strategists
A named team designs your matching logic and governance — not a self-serve dashboard and a help centre.
04
India-First Compliance
DPDP Act readiness and data residency options built in from day one, not retrofitted later.
Engagement models
Three ways to bring Sigma in.
Stand it up as its own foundation, or bundle it with the engines that run on top of it.
Implementation Sprint
A fixed-scope build — source audit, connectors, identity resolution and one activation use case, live in weeks.
Managed Service
Ongoing management of the full Sigma stack — new sources, governance, quality monitoring — as a standing retainer.
Portfolio Bundle
Sigma bundled with Signal, Swarm, Surge or Shelf — one unified profile, activated everywhere from day one.
What you get
Ready to see your data in one place?
We'll map every system holding customer data today, and show you exactly what a unified profile would look like — before you commit to anything.
- ✓A full map of every system holding customer data
- ✓An estimated match rate & duplicate count
- ✓A view of which NeuGenM engines could activate on it first
- ✓No obligation to continue beyond the audit
Start your free data audit
Unify Every Source. Resolve One Identity. Activate Any Channel.
Free. No commitment.
Start your free data audit → Free · No commitment · neugenm.ai/sigma