Architecture Patterns

Map of the eleven architecture patterns over the customer data journey, in four stages plus a foundation band. First stage, identity, with two patterns: 01, split profiles, on identity as a contract with the source, and below it 08, people who do not add up, on the person you measure versus the person you activate. Second stage, profile and state, with three: 02, one object for all, on separating operational state from customer state; 03, writes that collide, on Profile writes as shared state; and 10, everything in Profile, on what goes into Profile and what stays in the data lake. Third stage, decision: pattern 06, duplicated eligibility, on modelling Decisioning inputs by consumption. Fourth stage, activation, with two: 05, every channel from zero, on reusing the data foundation across channels, and below it 11, another brand as sender, on the brand as a relationship rather than a person attribute. Below them, a foundation band crossing all four stages holds the three patterns that belong to no single stage: 04, temporary stays, on the exit path an MVP architecture needs; 07, only you can run it, on handover as architecture; and 09, a no that is not enforced, on consent as a chain. Each cell links to its page, and the full list with the long titles sits right below the map.