A Scalable Real-Time Customer Data Platform Architecture for Cross-Channel Enterprise Personalization

Authors

  • Ashwaray Chaba

Keywords:

customer data platform, real-time personalization, event-driven architecture, stream processing, identity resolution, cross-channel engagement, microservices, edge computing, data governance, omnichannel retail, prescriptive analytics, digital transformation

Abstract

The need for real-time digital interactions has highlighted major architectural weaknesses in traditional enterprise customer experience ecosystems. Lacking a unified infrastructure, customer engagement platforms used by legacy companies often depend on siloed data systems, batch processing pipelines, and tightly integrated channel systems that hinder scalability, slow down the speed at which personalization can be delivered, and prevent delivering a unified customer experience in today's digital world. In the midst of digital transformation programs, enterprises increasingly required scalable architectures to enable continuous customer intelligence, low-latency decisioning and orchestration of cross-channel experiences at enterprise scale (Verhoef et al., 2021). To overcome these challenges, the present study suggests a scalable real-time customer data platform (CDP) architecture that provides three innovative concepts: event-driven ingestion, distributed profile management, and edge-based activation and modular integration frameworks. The proposed architecture resulted in a 98.4% cut in personalization latency, a 92.5% rate of customer profile unification and an average 41.5% increase in cross-channel engagement across four industries—telecommunications, retail, finance, and media. Regulatory compliance requirements are also met with automated governance mechanisms, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). At throughputs of more than one million events per second, streaming pipeline benchmarks showed end-to-end latencies below 100 milliseconds. The results suggest purpose-built real-time CDP architectures are building blocks for modern enterprise digital experience strategies.

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Published

31.01.2023

How to Cite

Ashwaray Chaba. (2023). A Scalable Real-Time Customer Data Platform Architecture for Cross-Channel Enterprise Personalization . International Journal of Intelligent Systems and Applications in Engineering, 11(1s), 296 –. Retrieved from https://ijisae.org/index.php/IJISAE/article/view/8372

Issue

Vol. 11 No. 1s (2023): Advances and Innovations in Deep Learning Applications

Section

Research Article

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