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One Architecture. One Customer View. Across Every System You Run.
I design and deliver customer data architectures built on leading CDP platforms including Salesforce Data Cloud, Adobe Real-Time CDP, Microsoft Customer Insights, and Segment — connecting your CRM, MDM, marketing, and analytics systems into a unified customer data foundation that powers every interaction your business has.
It covers the data models that define what a customer record contains, the integration patterns that bring data in from CRM, marketing, e-commerce, and service systems, the identity resolution logic that matches records across sources into a single profile, and the governance framework that ensures the unified data is accurate, compliant, and trustworthy.
Customer data activation is the architecture of how your unified customer profile connects to the downstream systems that act on it — your marketing automation platform, your CRM sales workflows, your customer service tools, your personalisation engine, and your analytics and AI layers.
Evaluating and selecting the right Customer Data Platform for your organisation — Salesforce Data Cloud, Adobe Real-Time CDP, Microsoft Customer Insights, or Segment — based on your existing CRM ecosystem, data volumes, activation needs, and budget. Then designing the full CDP architecture around it.
Architecting the identity resolution layer that matches customer records across multiple source systems — using deterministic matching on known identifiers, probabilistic matching on behavioural signals, and survivorship rules that produce a trusted, deduplicated golden customer profile.
Designing the data model, identity resolution logic, and integration architecture that creates one complete, real-time customer profile from all of your data sources — CRM, marketing, e-commerce, service, and behavioural data — with survivorship rules that keep the profile accurate as data changes.
Designing the activation architecture that puts your unified customer profiles to work — real-time segment activation, personalisation engine integration, AI model data feeds, and CRM workflow triggers — turning your customer data investment into measurable business outcomes across every customer-facing channel.
Designing the integration framework that connects your CDP to all upstream data sources and downstream activation platforms — CRM, marketing automation, analytics, AI models, and personalisation engines — with real-time event streaming and batch synchronisation patterns built for reliability at scale.
Building the governance, consent management, and compliance architecture within your CDP environment — ensuring customer data is collected, stored, and activated in accordance with GDPR, CCPA, and your organisation's data privacy policies — with full audit trails and preference management built in.
We map every source of customer data in your organisation — CRM, marketing, e-commerce, service, and behavioural platforms — assessing data quality, identity resolution gaps, integration complexity, and the activation use cases with the highest business value. You get a clear picture of where your customer data stands today.
I design your unified customer data architecture — selecting the right CDP platform, designing the customer profile data model, defining identity resolution rules, and producing the integration blueprint that connects all your customer data sources and activation destinations into a single, coherent system.
I lead or support CDP implementation, source system integration, identity resolution configuration, and activation setup — delivering a working unified customer profile that is connected to your CRM, marketing, and AI platforms, and governed by the data quality and compliance standards your organisation requires.
Customer data architecture sits at the intersection of CRM design, MDM strategy, data integration, and AI activation — which means getting it right requires expertise across all of these disciplines simultaneously. Most CDP consultants specialise in the platform configuration. I design the complete architecture — the data model, the identity resolution strategy, the integration framework, the governance layer, and the activation architecture — as a connected, coherent system.
CRM architecture, AI data strategy, and MDM
Practical, experience-driven thinking on enterprise CRM architecture, AI in customer data, MDM strategy, and data governance — written for practitioners and decision-makers alike.