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« Building a Customer Data Model for the Digital Channel: Two-Tiered Segmentation | Main | Capturing the Full 360 Degree Customer Journey in the Warehouse »


Great post, very interesting, thanks

I guess this is semantics to some degree, but I would take the approach that the warehouse (practical concerns permitting; processing power, storage, skilled dev resources, time, etc) should store the atomic data in a 3NF structure. While each of these aggregates would be layers above the atomic data.

As you say, there are business and practical reasons why each of the above options is appropriate. The Top X is probably highly suitable as a aggregate for a reporting layer - is beyond the Top X ever appropriate for a dashboard? Digital marketers may want reports and analysis based on visit success and ROAS, merchandisers will want access to product level data 'people who also bought'.

So the challenge might be 'which aggregate do we build first?!' :)

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