Roles and Responsibilities in Canonical Model Implementation

Tech BA - Role Summary

The Tech BA interprets the Marketing Data Mart and expresses how it fits into the already-defined Interface Layer for the 360 views. Since the interface layer is fixed, the Tech BA's job is to map the source to the existing target model accurately and unambiguously.

What the Tech BA Does

• Understand the Marketing Data Mart structure, grain, and relationships.
• Understand the already-defined Interface Layer entities and attributes.
• Produce the source-to-interface mapping specification: exact column-to-column mappings, join conditions and derivations, defaulting rules where the Mart lacks fields, and clear handling of edge cases.
• Ensure semantic alignment: the Mart's meaning of fields matches the canonical meaning defined in the interface layer.
• Provide a complete, implementation-ready mapping document to the ETL developer.
• The Tech BA defines what maps are through Interface mapping documents and how they should be interpreted.

Handling Horizontal and Vertical Slicing Between Raw Layer and Interface Layer

In many cases, the raw layer will provide data in a combined structure (for example, Party + Address in a single file), while the Interface Layer expects this data to be split into separate entities. The Tech BA is responsible for understanding and documenting how this split happens, both vertically (by columns) and horizontally (by rows).

Vertical slicing (by attributes/columns): The Tech BA must identify which columns from the raw source file belong to which interface entity — Party-related attributes to the Party Interface, Address-related attributes to the Address Interface. This includes documenting which source columns are used for each interface field, any renaming or derivation applied, and which source columns can be ignored.

Horizontal slicing (by rows / record explosion): A single source row may need to produce multiple rows in the Interface Layer. The Tech BA must define how to identify distinct logical records (e.g., multiple address types: home, work, billing), how one combined source record should be broken into separate records, and how to handle situations where a party has zero, one, or many addresses.

ETL Developer - Role Summary

The ETL developer takes the Tech BA's completed mapping spec and builds the actual pipelines that load the Marketing Data Mart into the Interface Layer. Since the interface model and targets are already defined, the ETL developer's work is straightforward implementation.

• Build extraction logic from the Marketing Data Mart based on the mapping spec.
• Apply transformations, joins, and derivations exactly as documented.
• Load data into the existing Interface Layer structures (tables, files, or API payloads).
• Handle technical tasks such as orchestration, dependencies, and basic error handling.
• Provide outputs that match the interface definitions without deviation.
• Responsible for executing the Airflow DAG to populate the data to different layers of CDM.

Database Administration Team - Role Summary

The Database Administration Team manages the underlying technical infrastructure required to support the CDM, including schema management, performance optimization, and security configuration.

• Create and maintain database schemas (LDZ, RDV, Metadata).
• Configure performance tuning (indexing, partitioning).
• Manage database objects and sequences.
• Apply security and audit trail configurations.
• Monitor database performance and optimize metadata queries.

Data Architect - Role Summary

The Data Architect owns the design, governance, and evolution of the CDM and Interface Layer, ensuring consistent integration of multiple sources and reliable consumption by 360 views, CDP, and MaxAI.

• Define and maintain the CDM and Interface Layer structure, including entity design, relationships, grain, and modeling standards.
• Establish enterprise data standards, business semantics, and naming conventions to ensure consistent interpretation across systems.
• Review and approve Tech BA source-to-interface mapping specifications, validating vertical and horizontal slicing, joins, unions, and multi-source integration patterns.
• Define data quality, conformance, and survivorship rules to support consolidation of multiple sources into trusted canonical entities.
• Govern metadata, lineage, and traceability standards from source → interface → 360 views → downstream consumers (CDP, MaxAI).
• Define integration architecture patterns for Customer 360, Campaign 360, and CDP consumption of the Interface Layer.
• Manage CDM evolution through schema versioning, change impact assessment, release governance, and backward compatibility.

RACI Matrix