Contents
- Most businesses today run on fragmented data.
- Before PRJ-01 was built, the Stealth Labz operation stored data across six different SaaS vendors.
- A unified data infrastructure means every piece of information about every customer, every transaction, every interaction, and every attribution event lives in one database with one identity layer.
- If your business data lives in more than two systems with no shared identity layer, you are making decisions based on incomplete information.
The Setup
Most businesses today run on fragmented data. Customer information lives in the CRM. Purchase history lives in the e-commerce platform. Email engagement lives in the marketing tool. Affiliate attribution lives in the tracking system. Analytics are spread across half a dozen dashboards.
When the CEO asks "how much revenue did Customer X generate from first touch to today?" — nobody can answer that question in a single query. The data exists, but it exists in six different places, in six different formats, with no shared identity connecting them.
According to Salesforce's 2024 State of Data report, only 33% of business leaders say they fully trust their data. The primary reason: data sits in disconnected systems, and reconciling it manually introduces errors, delays, and conflicting numbers. McKinsey's 2024 digital transformation survey found that organizations with unified data infrastructure generate 20 to 30 percent more revenue from their data assets than those with fragmented systems.
The problem is not a lack of data. The problem is a lack of connection.
What the Data Shows
Before PRJ-01 was built, the Stealth Labz operation stored data across six different SaaS vendors. Each vendor held a fragment of the picture:
| Vendor | Data It Held | What Was Missing |
|---|---|---|
| Konnektive CRM | Customer records, order management | No attribution data, no engagement history |
| TrackDesk | Affiliate clicks, conversion attribution | No customer profiles, no revenue lifecycle |
| Klaviyo | Email engagement, subscriber lists | No purchase data, no lead source |
| SendGrid/Twilio | Message delivery logs | No customer identity, no campaign context |
| Socioboard | Social content metrics | No revenue connection, no lead identity |
| Sonetel | Call records | No customer matching, no attribution |
Source: CS19, portal_stealth_locked_values. Vendor functions confirmed against QB-verified vendor transactions from 28_month_financial.
No unified lead profile existed. No identity resolution connected a lead across touchpoints. No single view tracked revenue attribution from first touch to lifetime value.
PRJ-01 replaced all of that with a single data model:
| Metric | Before (6 Vendors) | After (PRJ-01) |
|---|---|---|
| Data sources | 6 (fragmented) | 1 (unified) |
| Database tables | Spread across vendor systems | 135 (single schema) |
| Leads processed | Scattered across platforms | 616,543 in one system |
| Contact points resolved | No resolution | 958,937 |
| Lead activities tracked | No unified tracking | 530,077 |
| Transactions processed | Across 3+ platforms | 75,125 in one system |
| Analytics dimensions | 6 dashboards, none unified | 31 DailyStat rollup tables, one view |
Source: portal_stealth_locked_values. Production database snapshot as of January 2026.
The identity resolution layer is the critical piece. PRJ-01 uses a three-tier matching system (UUID, then email, then phone) to connect every touchpoint for a single lead into one profile. Before this existed, the same customer could appear as three different records across three different vendors, with no way to know they were the same person.
According to Segment's 2024 State of Personalization report, 71% of consumers expect companies to deliver personalized interactions, but 76% get frustrated when this does not happen. The root cause: companies cannot personalize what they cannot connect. Fragmented data makes personalization technically impossible.
How It Works
A unified data infrastructure means every piece of information about every customer, every transaction, every interaction, and every attribution event lives in one database with one identity layer.
When a lead enters PRJ-01 from any of its 12 inbound sources (Konnektive, Shopify, WooCommerce, Everflow, CAKE, Zapier, Waypoint, BobGo, Klaviyo, Dripcel, Stripe, or CSV upload), the identity resolution layer immediately checks: does this person already exist? It matches on UUID first, then email, then phone number. If a match is found, the new data merges into the existing profile. If no match exists, a new profile is created.
The result: 958,937 contact points resolved across 616,543 leads. One profile per person. One revenue attribution chain from first touch to lifetime value.
This changes what the business can do operationally:
- Attribution: Trace exactly which affiliate, which campaign, and which touchpoint led to each dollar of revenue. Not estimated. Exact.
- Segmentation: Build audiences using 26 persona segments across demographic, geographic, professional, and behavioral dimensions — all from one data source.
- Routing: Route qualified leads to monetization partners with configurable suppression, throttle caps, and persona-based targeting, all informed by the complete lead profile.
- Analytics: 31 DailyStat rollup tables provide role-based dashboards with period comparison and trend indicators, all drawing from the same unified data.
Source: CS19, portal_stealth_locked_values.
What This Means for Business Operators
If your business data lives in more than two systems with no shared identity layer, you are making decisions based on incomplete information. Reports from different platforms will tell different stories. Customer profiles will be fragmented. Attribution will be approximate at best.
Unified data infrastructure is not a technology project. It is an operational advantage. The business that knows exactly what each customer is worth, exactly which channels produce the best results, and exactly where to invest next will outperform the business that is still reconciling spreadsheets from six different dashboards.
The Stealth Labz operation proved this at production scale: 616,543 leads, 958,937 contact points, 75,125 transactions — all in one system, all traceable, all connected. The build cost was $16,800. The data it unified was previously scattered across $19,909 worth of SaaS vendors over 28 months.
Related: [C5_S111 — 135 Database Tables: What a Production Customer Data Platform Actually Looks Like] | [C5_S109 — How to Migrate 616,000+ Leads Off a Legacy CRM to Owned Infrastructure] | [C5_S101 — How We Replaced 6 SaaS Vendors with 1 Custom Platform]
References
- Salesforce (2024). "State of Data Report." Business leader data trust benchmarks (33% report full trust).
- McKinsey (2024). "Digital Transformation Survey." Revenue impact of unified data infrastructure (20-30% improvement).
- Segment (2024). "State of Personalization Report." Consumer expectations for personalized interactions (71% expect, 76% frustrated when absent).
- Keating, M.G. (2026). "Case Study: The PRJ-01 Product Story." Stealth Labz. Read case study