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Key Decisions Summary

Non-Negotiable Constraints

These decisions form the backbone of AI CDP design. Treat as constraints unless explicitly revisited.

Identity Architecture​

  • DTX_ID is the universal person identifier, distinct from Telco's PartyID
  • DTX_ID represents the actual human being, resolved through behavioral signals
  • Same MSISDN can belong to different DTX_IDs (spouse scenario)
  • Identifier hierarchy: DTX_ID → PartyID → MSISDN/Email/IMEI
  • DTX_ID is analogous to LiveRamp's RampID — a pseudonymous token, not PII

Classification Architecture​

  • Four types: SID, IAB, System, Custom
  • SID and IAB coexist in the same profile store with different flags
  • SID applies to profile attributes; IAB applies to segment metadata
  • Classification is flagging for access control, not physical separation

Storage Architecture​

  • Single unified profile store with TENANT_ID in schema
  • Row-level security for multi-tenancy, not separate stores per tenant
  • Hot cache (Hazelcast/Dragonfly) for real-time access
  • Cold storage (Iceberg lakehouse) for historical data
  • Identity graph stored separately from profiles (ScyllaDB/Neo4j)

Processing Architecture​

  • Visual drag/drop canvas (React Flow + D3)
  • Operators separated under the hood, visually groupable for UX
  • SQL for 80%, Python for 20% (ML, LLM)
  • Passthrough option for pre-calculated values from source systems

Scope Boundaries​

AI CDP is NOT...Because...
A BSS/CRM/Billing systemIt maps from these, doesn't replicate calculations
A marketing automation toolThat's AI CEP
A generic ETL platformFocused on customer intelligence only
A data warehouseCDP-specific optimizations differ from analytical workloads
An individual profile browserRegulated environments prohibit UI-based PII access