Reuse the data foundation across channels
Add channels by reusing customer and decision foundations, not rebuilding them.
Generic diagram. It does not reproduce a client architecture.
Adding a channel should not require rebuilding identity, customer state and eligibility. Data and decisions form the reusable foundation; rendering and execution remain channel-specific.
External models and delivery platforms stay behind explicit contracts rather than being reimplemented inside journeys.
Production signals
- The same rule produces different results by channel.
- Every new channel brings another way of identifying the same customer.
- The same score lives in every tool, and they no longer match.
Recommended architecture
Separate customer context, decision, rendering and execution through explicit contracts.
Reuse identity and eligibility; adapt only context and delivery.
When not to apply it
- Do not centralise channel-only logic without another consumer.
- Do not turn the CDP into a rendering engine.
Try it in a simulator
Interactive scenarios where this pattern fails and gets fixed.
- Mobile SDK · AJO
Laura installs the app
What breaks when an SDK call or a dataset is missing?
Open the simulator → - AEP
Who reaches the destination
Which profiles in the audience reach each destination, and with which identities?
Open the simulator → - AJO
Are we sending Laura too many messages?
How many messages reach Laura this week, and which ones are left out?
Open the simulator →