Integration with CDP, Campaign Systems, and MaxAI

CDM as the Enterprise Backbone

CDM acts as the single integration spine across:

• Campaign systems (Unica / other MA tools)
• Customer Data Platform (CDP)
• MaxAI (analytics, insights, recommendations)

Everything plugs into 360 views and the metadata-driven core.

Campaign Integration

High-level data flow:

1. Source systems – campaign managers, marketing platforms, etc.
2. LDZ – raw campaign data staged as ldz_campaign_*.
3. RDV – Data Vault entities:
   • h_campaign for core campaign identity
   • l_campaign_* for relationships (campaign–customer, campaign–offer, campaign–channel)
   • s_campaign_* for campaign attributes and performance metrics
4. Campaign 360 – curated view with standardized KPIs and attributes.

CDP Integration

• Customer 360 → CDP: Identity resolution, unified demographic & behavioral attributes, consent, risk, and product holdings.
• Campaign 360 → CDP: Performance feedback, segment lift, audience insights.
• CDP uses these to power:
  • Segment definitions
  • Journey orchestration
  • Real-time activation

MaxAI Integration

MaxAI consumes Customer 360 and Campaign 360 for:

• Descriptive and diagnostic analytics:
  • "Why did this campaign underperform?"
  • "Which segment responded best to this offer?"
• Cross-domain insights: Correlations between customer behavior and campaign execution.
• Narrative analytics: Natural language explanations of KPIs, charts, and anomalies.

Over time, the same backbone powers:

• Propensity models
• Next Best Action / Next Best Offer
• Autonomous campaign optimization loops

End-to-End Flow: CDM → 360 → AI

1. Source data entered via LDZ.
2. RDV canonicalizes entities and relationships.
3. 360 layer builds Customer 360 and Campaign 360.
4. CDP and MaxAI consume these unified views.
5. Insights and performance feed back into CDM for continuous improvement.