Why Revosurge Uses an Umbrella Account for DataPulse and AdWave

RevoSurge is built around a single umbrella account that links your legal entity to every product you run—websites and apps alike. DataPulse (CDP) and AdWave (DSP) operate on this shared account and product layer. You onboard once, define events once, and both analytics and media execute against the same source of truth.

Our goal was simple: remove the translation layer between data and media so teams move faster with fewer mistakes.

How the umbrella model works

• Shared identity and product layer: Register a product once; it’s available in DataPulse for analytics and in AdWave for activation. Event names and statuses are consistent everywhere.

• Unified governance: Funding, roles, and permissions live at the account level. Finance manages one bill; teams operate within the same guardrails.

• Clean objectives: Campaigns in AdWave select a single product and a defined event from DataPulse, which preserves attribution integrity and stable learning.

DataPulse: establish product truthDataPulse is the system of record for customer and product signals. It ingests first‑party events alongside media exposure and cost, then organizes them into clear, decision‑ready views—core performance, cohort behavior, and forward‑looking projections. Definitions are intentional and stable, so every team works from the same language.

DataPulse turns raw signals into decisions. The same definitions drive analytics today and media outcomes tomorrow.

AdWave: activate on the same definitions

AdWave uses the product and event truth defined in DataPulse to guide campaigns. Each campaign is anchored to one product destination and one optimization objective. Operators retain control over budgets, audiences, and placements within sensible checks that protect performance and governance.

When a campaign picks an event, it’s not a guess—it’s the exact event your data team defined. That alignment compounds results.

What this delivers

• Speed with accuracy: No duplicate setup, no re‑mapping of events, and fewer handoffs.

• Consistent measurement: One set of objectives from planning through optimization and reporting.

• Operational simplicity: One account, one funding view, and shared controls across teams.

The umbrella account is a deliberate design choice: it keeps DataPulse and AdWave in lockstep so strategy, measurement, and execution stay aligned. Add products once, define events once, and scale decisions everywhere—without breaking your source of truth.