About MaxAI Canonical Data model (CDM)

HCL MaxAI CDM offers a a unified, extensible, and vendor-agnostic data layer designed to support MaxAI across the entire Martech landscape.

In this context, Unified refers to a single, standard data model that brings together customer, retail, and campaign data from various Martech systems. Extensible means that the model, data pipelines, and orchestration layers are built to adapt and grow as new data sources, use cases, and AI features are introduced. Vendor-agnostic means the data layer is independent of any specific Martech platform, allowing for easy integration and compatibility with different systems. Together, this data layer delivers standardized, well-governed, and analytics-ready data, enabling MaxAI to work consistently across the entire Martech ecosystem.

In addition to Unica, the architecture can be extended to support data ingestion from any MarTech platform, including:
  • Adobe (AEP, Adobe Campaign)
  • Salesforce Marketing Cloud
  • MoEngage / CleverTap
  • Braze
  • Custom-built customer systems
  • Future acquisitions and built-in platforms

The main goal of this foundation is to serve as the central analytical layer, enabling the following features:

  • MaxAI's analytical agent for Campaigns
  • Segment creation agent
  • Multi-agent orchestration

What is the HCL MaxAI CDM?

HCL MaxAI CDM is a unified, subject-area-independent data structure that acts as the main reference framework for all data processed by the Customer Data Platform. It provides standard definitions, structures, and naming conventions for key business entities that span different subject areas, such as Party, Account, Product, Contact, Device, Campaign, Segment, and Transaction.

The HCL MaxAI CDM is not a physical schema on its own. Instead, it is a conceptual and logical blueprint that guides the creation of actual physical data models—specifically, the Raw Data Vault (RDV) layer. The RDV applies the HCL MaxAI CDM to each subject area using Data Vault 2.0 principles (Hubs, Links, Satellites, Link-Satellites). The Metadata Model captures the structural and operational metadata needed for automated processes, data lineage tracking, and audit compliance.

Current Subject Areas Supported by the HCL MaxAI CDM:
  • Customer 360
  • Campaign 360
  • Flowchart 360

Included components are:

  1. Retail and Campaign Data Structures: Canonical data models that support retail transactions, customer interactions, and campaign performance tracking across different channels.
  2. Oracle/SQL Server/Snowflake Physical Schema: Production-ready Oracle/SQL Server/Snowflake schemas that define tables, views, indexes, and constraints, all optimized for analytical workloads.
  3. Metadata-driven ETL Pipelines: Configurable ETL pipelines that use metadata to standardize data ingestion, transformation, and loading across datasets.
  4. Airflow Orchestration Templates: Reusable Apache Airflow DAG templates for scheduling, managing dependencies, and monitoring data pipeline operations.
  5. Integration Layer for MaxAI Agents: A standardized integration layer that allows MaxAI agents to securely access curated HCL MaxAI CDM data and analytical results.