In this video, you’ll learn how Data Activation structures and interprets data differently from Analytics. We’ll explain how the module focuses on users instead of sessions, linking all events and attributes to a single profile across visits, devices, and platforms. You’ll learn about key data types like events and attributes, how they measure user interest and relevance, and how external data can be synced to enrich profiles. By the end, you’ll understand how this user-centric model helps create unified profiles and enables accurate, real-time targeting and personalization based on meaningful, up-to-date information.