Confidential · large-scale consumer platform
Customer-data architecture at tens of millions of profiles
CDP and data-platform delivery for a consumer business operating at Ticketmaster scale: tens of millions of customer profiles, complex enterprise constraints, and a platform that had to hold up under live-event load.
Customer profiles in scope
Enterprise data architecture
Delivery under real load
Problem
Customer data was fragmented across ticketing, marketing, and experience systems. Reporting could not be trusted at the scale the business actually ran, and new products could not share a single profile of the customer.
Intervention
Enterprise data-platform and CDP architecture: identity, profile assembly, and delivery patterns that could serve tens of millions of customers without pretending a warehouse was a product.
Deliverable
A customer-data architecture and delivery program that operators could run — pipelines, identity, access, and the failure modes named before they hit a live event.
Timeframe
Enterprise delivery program
The challenge
Live-entertainment platforms do not get a quiet quarter to rebuild. The data layer had to support tens of millions of profiles while the business kept selling tickets, running events, and talking to fans.
What we did
- Map the real profile graph: who the customer was across ticketing, CRM, and experience systems.
- Design CDP patterns for identity resolution, consent, and activation at that scale.
- Sequence delivery so the platform could take load during live events, not only in a staging diagram.
- Name failure modes: identity collisions, late data, and access that was too wide for the data it touched.
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