Customer data architecture is the design of how customer data is modeled, stored, and connected across systems, so it can be trusted and used for marketing and analytics.
Category
Data Architecture
Also known as
customer data infrastructure
It covers the data model, meaning what a customer, an event, and an order look like, where each piece lives, such as a warehouse, a lake, or a CDP, and how those stay in sync.
In practice
Most personalization problems trace back to architecture, not campaigns. If the same customer appears three times under three IDs, no amount of clever messaging fixes it; sort the data model and identity layer first.
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