Case Study: Activision achieves faster audience creation and unified omnichannel marketing with Fivetran

How Activision Launches Marketing Campaigns in a Single Day with Census’s Universal Data Platform

Activision, the global gaming company behind Call of Duty, needed a more scalable way to power personalized marketing for millions of players. Its existing packaged CDP lacked visibility, data fidelity, and the observability needed to support real-time audience building, testing, and reporting across owned and paid channels.

To solve this, Activision implemented Census to activate data directly from its warehouse into tools like Braze, Snapchat, and other ad platforms. With Census, the team unified audiences across channels, improved first-party attribution and campaign measurement, cut audience creation SLA from one week to one day, and saved 500 hours of troubleshooting each year.

Activision

Kynan Barton

Marketing Analytics Engineering Lead