Creating a unified list-building experience with a semantic layer

Demandbase customers work with multiple types of data when building lists, including third-party canonical universe data and customer-specific tenant data, which previously were not experienced as one cohesive model. The engineering team brought these datasets into a shared analytical foundation and built a unified list-building interface on top of it. The result is a seamless experience for constructing target account lists that spans both global firmographic data and first-party CRM signals.