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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 Snowflake instance, or you can connect your own warehouse.

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Data connectors

Cargo offers three types of data loaders to bring external data into your data models:
ConnectorDescription
Native integrationsConnect to supported external APIs (CRMs, enrichment tools, etc.) and fetch data directly into a data model.
Webhook loaderListen for real-time events from external sources and import that data automatically.
SQL loaderRun SQL queries on your data warehouse tables and import the results.

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Data model capabilities

Data models support powerful capabilities to help you orchestrate your GTM workflows:
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

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Use cases

Data models power a wide range of GTM scenarios:
Use caseDescription
CRM syncImport customer information, deal pipelines, and sales activities from Salesforce or HubSpot to create unified customer profiles.
Intent signalsCapture website behavior, form submissions, and engagement metrics to identify prospects showing buying intent.
List buildingAggregate contact lists from marketing campaigns, events, and lead generation activities for targeted outreach.
Product analyticsQuery product catalogs, usage analytics, and inventory levels to inform customer interactions.

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Next steps

Querying data

Write custom SQL queries to transform and combine your data.

Using models in plays

Learn how to leverage data models in your plays.

Warehouse setup

Connect your own data warehouse as the backbone of your data models.

Files

Work with unstructured data like documents and PDFs.