Alli Data is the unified data platform inside Alli, PMG’s operating system for business transformation. It connects every platform and region, applies one set of business definitions, watches for what changes, and keeps first-party signals flowing, so every team, tool, and AI agent works from the same numbers.
Alli Data is a unified, governed data foundation for marketing and business data. It connects platforms, publishers, commerce, research, and first-party systems into one place, applies shared definitions so every team measures performance the same way, and keeps that foundation monitored and current.
For most teams, the trouble is context. The same metric means different things in different markets.
Each platform reports its own version of performance, with its own names and its own math.
Someone has to reconcile it all before anyone can decide anything. By the time the numbers agree, the moment to act has often passed.
Alli Data fixes that at the foundation. Every insight in Alli Intelligence, every plan in Alli Planning, and every workflow, app, or agent in Alli Activate starts from the same numbers, so the business only has to get the data right once.
Each product works on its own and compounds when your team uses them together.
Alli Datasources is the marketing data integration layer of Alli. It automates ingestion from ad platforms, analytics tools, commerce, and first-party systems, and maintains the APIs when platforms change, so your team stops being a data delivery service.
For your teamPerformance data from every market arrives in one consistent place, without manual pulls.
Explore Alli DatasourcesAlli Semantic Layer is a marketing semantic layer where your business logic is defined once. It sets shared KPI definitions, and through Categorizations, maps every platform’s labels and naming conventions into one plain-English taxonomy, so every team, tool, and AI agent uses the same numbers.
For your teamROAS means the same thing in every dashboard, deck, and market, so reports from different teams match.
Explore Alli Semantic LayerAlli Alerts is marketing anomaly detection and campaign monitoring for every channel. Data science models and custom rules catch performance outliers, budget pacing issues, broken URLs, feed failures, and auction shifts, then notify your team in Slack before small issues get expensive.
For your teamBroken landing pages, no-spend days, and new auction entrants reach the team while there’s still time to act.
Explore Alli AlertsAlli Marketplace is a martech marketplace of vetted partner apps that run inside Alli. Teams add audience, creative, measurement, and workflow capabilities in minutes, powered by their own Alli data, with usage-based pricing and consolidated billing.
For your teamA new capability arrives with no new pipeline to build, and the bill lands in one place.
Explore Alli MarketplaceAlli Audience Gateway is managed server-side tracking. One first-party, server-to-server integration sends your site’s conversion and audience signals to Meta, Google, TikTok, and Pinterest through their Conversions APIs, so measurement and targeting hold up as browser tracking gets less reliable.
For your teamConversions keep reaching your ad platforms when browsers block or cut short pixel tracking.
Explore Alli Audience GatewayA unified data foundation shortens the distance between a signal and the decision that acts on it. When every team starts from the same governed data, answers come faster, plans are easier to defend, and automation and AI agents can be trusted with real work.
Shared definitions end the debate over whose numbers are right, so meetings start with the decision.
The data is already connected, cleaned, and defined, so teams answer in the moment.
Every insight and agent starts from definitions the organization already trusts, so the answers hold up when someone asks where they came from.
Reliable data lets every tool, team, and workflow act on the same decision at once, across markets and channels, without rework.
Alli Data works in five steps that build on each other.
Alli Datasources connects every source.
Alli Semantic Layer gives every number one definition.
Alli Alerts watches for what changes.
Alli Marketplace adds partner tools on the same data.
Alli Audience Gateway keeps first-party conversion signals flowing to every ad platform.
Most companies piece their data together with spreadsheets, one-off connectors, and a warehouse that only engineers can use. Each part works on its own. Together, they leave definitions inconsistent, pipelines unmonitored, and signals weak, and every report, model, and decision built on top inherits the problem.
| Spreadsheets and manual pulls | Warehouse plus custom connectors | Alli Data | |
|---|---|---|---|
| Connecting sources | Exports by hand | Engineers build and fix each connector | Managed ingestion, with API changes handled for you |
| Definitions | Different in every file | Defined in code, hard for business teams to see | One governed set of definitions every team and tool uses |
| Platform naming | Renamed by hand | Custom mapping per source | Categorizations maps every platform into one taxonomy |
| Monitoring | Someone notices | Separate tooling, if any | Anomaly detection and custom alerts, delivered in Slack |
| New tools | New contract and integration | New pipeline per vendor | Partner apps that run on the same data |
| Signal loss | Not addressed | Separate tracking projects | Managed server-side tracking and Conversions APIs |
Start with the problem costing your team the most time or trust. Each one maps to a product.
| If your team is dealing with… | Start with | Why |
|---|---|---|
| Manual data pulls, broken connectors, or a backlog of integration work | Alli Datasources | Automates ingestion and maintains platform APIs |
| Reports that don’t match, or meetings spent debating whose number is right | Alli Semantic Layer | Defines KPIs once and harmonizes platform naming |
| Problems found days late, or mornings spent checking platforms | Alli Alerts | Flags anomalies, pacing issues, and broken URLs in Slack |
| A new capability you need, but no time for a new vendor contract and integration | Alli Marketplace | Adds vetted partner apps that run on your data |
| Conversions missing in ad platforms as browser tracking weakens | Alli Audience Gateway | Sends signals server to server through Conversions APIs |
Key concepts in Alli Data
What the foundation is, how it’s governed, and where teams start.
Alli Data is the unified marketing data platform inside Alli, PMG’s operating system for business transformation. It includes five products: Datasources, Semantic Layer, Alerts, Marketplace, and Audience Gateway. Together they connect every platform and region, apply shared definitions, monitor for change, and keep first-party signals flowing to ad platforms.
No. Alli works alongside the systems your business already uses, including warehouses like Snowflake and BigQuery. It adds a governed layer on top of your existing infrastructure, handling ingestion, definitions, and monitoring, so teams get clean, connected data without rebuilding what already works.
A semantic layer is a shared set of definitions between raw data and the people and tools that use it. It decides what “revenue” or “conversion” means once, for everyone. In marketing, where every platform reports differently, it lets teams compare performance across channels and markets without debating whose number is right.
Alli Categorizations is now part of Alli Semantic Layer. It still maps fragmented platform labels and naming conventions into one plain-English taxonomy. Bringing it into the Semantic Layer means naming rules and KPI definitions are governed in one place, so a campaign is categorized the same way everywhere it shows up.
Because every team needs to be able to check it. The data layer is governed, inspectable, and repeatable by design, and every number traces back to a verified source. Alli applies AI on top of that foundation, which keeps the base auditable and makes the insights and agent actions above it defensible.
Alli Alerts combines data science anomaly detection, which learns each metric’s normal pattern, with custom rules your team sets. It flags performance outliers, budget and pacing issues, broken URLs, feed failures, and auction shifts. The goal is to surface the changes that need a decision.
Server-side tracking sends conversion data from your servers directly to ad platforms. Alli Audience Gateway manages that for you, connecting to Meta, Google, TikTok, and Pinterest through their Conversions APIs, so conversions still reach platforms when browsers block or limit tracking.
Yes. The Alli MCP Server, part of Alli Activate, gives AI assistants and agents governed access to Alli data and services. Access follows the same permissions and security controls as the platform, so agents outside Alli work from the same foundation as everything inside it.
Start with the sources and definitions behind one high-value decision, usually through Alli Datasources and Alli Semantic Layer. Get the data right there first. Then add Alli Alerts to monitor it. Once the foundation holds for that decision, expanding it is simpler because the governance model is already in place.
Book a walkthrough and we’ll map your current sources and definitions to the Alli Data products that fit them.