> ## Documentation Index
> Fetch the complete documentation index at: https://docs.getcargo.ai/llms.txt
> Use this file to discover all available pages before exploring further.
# Using UI
> Learn about data models and how they power Cargo plays
## What are data models?
Data models are structured tables that power your Cargo plays. They contain organized data that can be imported into plays to create runs.
Cargo enables you to build data models from multiple sources—API endpoints, webhook events, and SQL queries—and merge them into a unified, cohesive structure.
Cargo uses a data warehouse infrastructure to host your data models. By
default, you'll get a managed BigQuery instance, or you can connect your own
warehouse.
***
## Where the data comes from
Cargo supports two complementary ways to populate a data model:
| Source | Description |
| ------------------------------------------ | -------------------------------------------------------------------------------------------------------------------------------------------------- |
| [**Object models**](/models/object-models) | Native, writable models — `Account`, `Contact`, `Deal`, `Lead`, or fully custom — that your plays, tools, and agents insert records into directly. |
| **Native integrations** | Connect to supported external APIs (CRMs, enrichment tools, etc.) and fetch data directly into a data model. |
| **Webhook loader** | Listen for real-time events from external sources and import that data automatically. |
| **SQL loader** | Run SQL queries on your data warehouse tables and import the results. |
Cargo also computes [unified models](/models/unification) on top of these sources, giving you deduplicated `Account`, `Contact`, and event tables across every system you connect.
***
## Advanced features
Data models support powerful capabilities to help you orchestrate your GTM workflows:
Use your own Snowflake or BigQuery instance as the system of record, or rely
on Cargo's managed warehouse.
Apply filters to create targeted segments for specific plays based on custom
criteria.
Enable plays to respond in real-time to updates, additions, or deletions in
your data.
Track processed records to prevent plays from handling the same data
multiple times.
Connect different data models using common identifiers to create unified
views of your customer data.
Extend your data models with calculated fields and custom data: - **Custom
columns:** Free-form columns you can upsert from within a play - **Computed
columns:** Calculated values based on other columns in the data model -
**Metrics columns:** Aggregated data (sums, averages, counts) from related
data models
***
## Use cases
Data models power a wide range of GTM scenarios:
| Use case | Description |
| --------------------- | --------------------------------------------------------------------------------------------------------------------------------- |
| **CRM sync** | Import customer information, deal pipelines, and sales activities from Salesforce or HubSpot to create unified customer profiles. |
| **Intent signals** | Capture website behavior, form submissions, and engagement metrics to identify prospects showing buying intent. |
| **List building** | Aggregate contact lists from marketing campaigns, events, and lead generation activities for targeted outreach. |
| **Product analytics** | Query product catalogs, usage analytics, and inventory levels to inform customer interactions. |
***
## Next steps
Learn how to create automated workflows powered by your data models.
Write custom SQL queries to transform and combine your data.
Connect your own data warehouse as the backbone of your data models.
Define writable models for accounts, contacts, deals, leads, and custom
objects.
Browse model search, record, custom column, and 120+ other actions.