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.
01 · The problem
Customer data was fragmented across ticketing, marketing, and experience systems. Reporting could not be trusted at the scale the business ran, and new products could not share a single profile of the customer.
02 · What was at stake
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.
03 · What we did
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.
- Map the 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 rather than only in a staging diagram.
- Name failure modes: identity collisions, late data, and access that was too wide for the data it touched.
04 · What changed
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.
05 · Evidence
Customer profiles in scope
Enterprise data architecture
Delivery under live load
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