Data latency is the delay between an event happening in a source system and the same event being usable on the customer profile. A website tag is near real-time; an ERP export is nightly; a loyalty file is weekly. The slowest source a campaign depends on sets that campaign’s latency.
Category
Data Architecture
Also known as
data freshness; data delay
In practice
Ask engineering for the cadence per source before promising a real-time use case. A back-in-stock trigger on a nightly catalog feed is a daily email. Write the latency next to each source in the tracking plan so nobody designs a scenario the data can’t keep up with.
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