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Adrià García
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Experience Platform and Journey Optimizer · multiple brands

Person or account?

Grupo Nordal has three brands, each with its own sending domain, sender and consent. Laura is a customer of Moda and Casa: she accepts Moda marketing and rejects Casa marketing. Marc is only a Sport customer. Change the data model and see which sender each email arrives from.

Who is buying?

Compare the AEP model: a person buying for herself, a team buying for its company and a customer of several brands.

Go to the send simulator ↓

Laura buys for herself

The question is what Laura has done and what she needs. Her profile and events let you build that audience.

Person

LauraIndividual profile

Activity

Laura's purchaseEvent with product and brand

Purchase context

Nordal ModaThe brand selling to her

You select the person. Relationships with products or stores do not turn this into a B2B model.

Who you can select
People who bought from Moda and accept its marketing. Here, Laura is the candidate.
How you activate it
For example, a people audience for standard AJO. Consent and channel configuration are checked before sending.
See AEP details and sources
  • XDM Individual Profile represents Laura; XDM ExperienceEvent represents her activity. The brand is context here, not a business account.
  • B2C also supports multi-entity segmentation with relationships to entities such as products or stores. It is not a relationship-free model.

Laura and Inés buy for a company

The company buys. Laura and Inés have different roles. The model keeps each person and adds the account and its relationships.

People

LauraIndividual profile
InésAnother individual profile

Account relationship

Laura ↔ companyProcurement contact
Inés ↔ companyTechnical contact

Buying account

Example companyOne account, several people
Opportunity: service renewal Linked to this account. You can also record which people participate in the opportunity.

Sharing an account does not merge Laura and Inés. A business relationship is not a personal identity link.

Who you can select
For example, contacts at accounts with an open renewal opportunity. The account adds context without removing the people.
How you activate it
RT-CDP B2B does not require AJO B2B. If you choose its account journeys, AJO B2B orchestrates; a dedicated Marketo Engage instance delivers email.
See AEP details and sources
  • The person still uses XDM Individual Profile. XDM Business Account, Opportunity and relationship classes add the business model.
  • B2B classes need RT-CDP B2B or B2P to participate in Profile. Drawing accounts or creating their schemas does not enable that capability.
  • Marketo is not a required source for RT-CDP B2B. Buying groups and account journeys belong to AJO B2B, not the identity graph.

Laura buys for herself from two brands

Moda and Casa sell; Laura buys. Sharing a parent group does not make those brands buying accounts.

Person

LauraThe same individual profile

Per-brand relationship

Laura ↔ ModaAccepts Moda marketing
Laura ↔ CasaRejects Casa marketing

Selling brands

Nordal ModaIts own email sender
Nordal CasaA different email sender

My proposal here: keep per-brand preferences on the profile. I would not buy B2B just to distinguish senders.

Who you can select
Laura can receive Moda marketing, but not Casa marketing. Being a customer of both does not mean accepting both.
How you activate it
In this design, standard AJO selects the brand context and checks its permission. The stored relationship does not choose the sender by itself.
See AEP details and sources
  • The diagram shows business relationships. In this proposal, they are per-brand data within the profile, not XDM Business Account classes.
  • An AEP schema relationship used for segmentation does not become a standard AJO lookup. Its data sources do not support those relationships.

These fictional examples compare models, not three send configurations. Below, test what breaks when emailing Laura across the Nordal group. Go to the send simulator ↓

Scenario

Data model

The first three models use standard AJO. The last switches to AJO B2B: each brand is represented as an account.

The email is an identity

Only fields marked as an identity are linked.

Merge policy (ID stitching)

Here, no linking rule prevents the shared email from linking brand identifiers. Private graph uses those links; None does not.

How the sender is chosen

In standard AJO, compare per-brand configurations with profile headers. The B2B example uses account tokens; other architectures are outside this model.

Email consent
The order event carries the brand

In standard AJO, a condition reads fields from the triggering event. The order is outside the simulated B2B scenario.

See the full result ↓
Illustrative scenario ↑ Back to the controls
Example assumptions

Fictional group, brands, domains and figures. The daily cap illustrates marketing; it does not calculate actual deliveries or assess the transactional order. Hybrid architectures and B2B Prime are not simulated.

Journey Optimizer · sends

Which sender each email arrives from

Above, each person's profiles. Below, one row per send: whether it goes out, from which sender, whether it respects consent and how much capping applies.

Licences and verdicts

What it takes and what fails

The licences the chosen model needs, and what to change.

The recommendation

One person with a relationship per brand, not one person per brand

For this scenario, I recommend standard AJO with per-brand relationships on the profile. The sender depends on the message; permission depends on what the person accepted for that brand.

  1. 01

    The relationship with each brand, on the profile

    A collection of relationships identified by brand, each with its consent. Laura can accept Moda and reject Casa. Activation checks the relevant preference.

  2. 02

    The event carries the brand

    The transactional event includes the brand and the journey reads it in a condition. Without it, the condition cannot tell which brand the order belongs to.

  3. 03

    Channel configurations per brand

    I recommend separate configurations by brand and message type. Standard AJO also supports shared configurations with personalisation. That requires resolving the sender unambiguously when a person belongs to several brands.

  4. 04

    One profile per person

    Do not duplicate the person or mark as an identity an email that could join what should stay apart. If you mark it, add linking rules and test them first in Graph Simulation.

Architecture note · 11 A brand is a relationship, not a person attribute In a multi-brand group, a main brand does not describe all of a person's relationships. Each send needs a brand and the relevant permission check. Read the note →

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