FUNNEL FOR DATA TEAMS

A governed marketing data layer for reliable, warehouse-ready data.

Funnel helps data teams absorb the volatility of marketing data, standardize it, and deliver structured data to the warehouse.

Use the base layer as-is or with Funnel’s semantic layer for faster time to value without getting buried in ongoing maintenance and pipeline upkeep.

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Marketing data creates more overhead than it should.

The overhead

New sources keep showing up. APIs change. New metrics are needed. And every change creates low-value work that ripples across the data stack.

Funnel manages the complexity of marketing data

Funnel gives data teams a purpose-built solution for managing that complexity, so engineering spends less time maintaining marketing data and more time building what matters.

Why data teams choose Funnel

Funnel is more than a pipeline

Generic ETL tools can move marketing data. Funnel is built to manage it.

That means:

Managed connectors
Schema normalization
Shared business logic
Governed access
Consistent outputs to your warehouse and beyond

Purpose-built for marketing data complexity

Generic ETL tools can move marketing data, but they still leave your team owning much of the complexity that makes marketing data difficult in the first place: standardization, platform-specific logic, downstream cleanup, and semantics.

Free your data team from maintaining fragile marketing pipelines

Building connectors, transformation layers, and governance patterns is only part of the cost. The long-term burden is maintenance, source volatility, and operational ownership. Funnel gives you a faster path to a more resilient setup.

HOW FUNNEL FITS YOUR STACK

Funnel sits between your marketing sources and your warehouse

A flexible layer to standardize and shape data before it flows downstream.

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"It's freed up hours and hours and hours of time every single week for almost all of our employees."

Torrey Grant
Associate Director of Business Analytics

Two ways data teams use Funnel

Standardize marketing data, then model downstream

Funnel prepares and standardizes marketing data before it reaches your warehouse. Your team keeps full control, using tools like dbt, Airflow, or Spark to define metrics, dimensions and business logic.

Model data in Funnel for faster time-to-value

Use Funnel’s semantic layer to define metrics and dimensions. Deliver analysis-ready data to your warehouse and BI tools, reducing the need for downstream transformations.

Self service without losing control

Give marketing teams the flexibility to add sources and create metrics and dimensions. Your team maintains control over access and outputs.

Key capabilities built for marketing data operations

Managed connectors

Funnel maintains 600+ connectors and handles source-side API changes for you.

Data guarantee

If there’s a connector you need, we’ll build it.

Schema normalization

Standardize messy platform data before it reaches the warehouse.

Shared business logic

Apply naming conventions and transformations in one place.

Controlled access

Support self-service without giving up ownership or governance.

Setup as code

Manage configurations programmatically at scale.

Modern, data-driven decisions are a click away.

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