Case Study: Activision accelerates audience creation and unifies marketing channels with Fivetran

Activision scales personalized marketing for millions of players

Activision, the global video game publisher behind Call of Duty, needed a more advanced and scalable way to power real-time personalization for millions of players. Its previous packaged CDP lacked visibility, created data fidelity issues between the warehouse and downstream tools, and didn’t provide the observability and analytics depth the marketing analytics engineering team needed.

Activision replaced its CDP with Fivetran Activations, using the platform to activate warehouse data directly into tools like Braze, Snapchat Ads, Amazon Ads, and TikTok. With Fivetran, Activision unified audiences across owned and paid channels, improved first-party attribution and campaign measurement, cut audience creation SLA from 1 week to 1 day, and saved about 500 hours of troubleshooting per year.

Activision

Kynan Barton

Marketing Analytics Engineering Lead