Why I built Lumiqo.
Marketing is the only field I have worked in where two systems can disagree about the same number and nobody has to resolve or even understand it.
The standard I came from
My background is in quantitative finance, where I build the ETL and ELT layers that move positions and valuations across multi-source systems for trading and regulatory reporting. There is no room for error there, so the pipelines carry automated reconciliation: every figure has full lineage and is auditable end to end. When two systems disagree on the same position, that is a break, and it does not get closed until someone can explain it.
What I found in marketing data
After working with marketing data and talking to a lot of business owners, the same thing kept coming up: almost nobody really knows their own numbers, or trusts the figures they are making decisions on. Meta reports one figure, the store reports another, and the gap is not investigated, it is averaged, or usually just ignored. Reports get rebuilt by hand every month. Numbers change after the fact and nobody is told. Budget gets set on whichever version arrived first. None of that is carelessness. The tools were built to move data, not to check it.
What I believe
The category accepts a trade-off that does not need to exist: move data fast, or trust it. You should not have to choose between having your data and believing it.
Mission
Companies large enough to employ data engineers solved this years ago. They built the reconciliation layer themselves and they have people who own it. Everyone else was left with connectors that move data quickly and check nothing, and a spreadsheet holding the rest together. My mission is to give a team with no data department the same standard of numbers that a company with one takes for granted.