Enterprise Email Marketing Data Architecture


As part of the team that onboarded and launched the original implementation of ExactTarget, I had been out of the email business for a few years, only to be brought back into it a few years later with the data integrity in a state of disarray. What updated documentation sparse, I set out to try and make sense of what was there and to diagram what should be. A new email marketer had started in the meantime, which gave us the leverage we needed to right the ship.

The diagrams shown here illustrate the many channels, lists and processes that go into keeping them clean and up to date. It also illustrates how a decision to change the database key somewhere in between had caused havoc on our ability to historically track a prospect to their conversion to customer.

With enough lobbying, we secured a developer and a PM to help us work through the list issues and launch a cleaned up version of ExactTarget.