Marketing Business Data Model: AI-Ready Edition

The Marketing Business Data Model: AI-Ready Edition is for CIOs, architects and transformation leads who need to know what information marketing work runs on before an AI agent touches it. It covers 16 subject areas, 98 entities, 667 key attributes and 354 relationships. Every entity and key attribute is classified for sensitivity, with the AI uses and data-quality requirements an agent depends on. It is the data-model part of Business Architecture for Marketing: AI Transformation Blueprint, sold on its own.

What's Inside

The same model comes in three files: the full model in Word, a workbook to filter and extend, and a guide to the scales and the license.

• 16 subject areas and 98 entities, each with a definition, its typical system of record, sensitivity class, AI uses and data-quality requirements
• 667 key attributes with sensitivity and AI relevance, and 354 relationships with cardinality
• Under each entity, the capabilities that need it and the agents that read it, by name and ID
• The data and information items of the earlier edition of this model, each mapped to the entity that now holds it
• The Business Data Model (Word): every subject area and entity in full
• The workbook (Excel): subject areas, entities, attributes and relationships in sheets you can filter and extend
• The guide (Word): the scales the model refers to, the data foundation, and the license
• Free corrections, and new versions free for 180 days

Every file names your organization and carries your license ID.

The 16 Subject Areas

The 98 entities are grouped into 16 subject areas. The list gives what each holds and how many entities it has.

• Organization & Brand (5 entities): The organizational frame marketing works inside: business units, brands, brand guidelines, marketing teams and the market geographies they serve.
• Market & Competitive Intelligence (6 entities): What marketing knows about markets, trends and competitors, and the primary research it commissions to answer stated questions.
• Customers & Audiences (7 entities): The people and organizations marketing serves and the structures it uses to understand them: customers, contacts, accounts, segments, personas, journeys and the interaction events that record behavior.
• Consent & Preferences (4 entities): The records that decide whether marketing may contact or use data about a person: consent by purpose and channel, communication preferences, suppressions and requests from individuals about their own data.
• Products, Offers & Orders (6 entities): What marketing takes to market and what customers buy: products, offers, price points, value propositions, promotions and orders.
• Strategy, Plans & Budgets (6 entities): How marketing decides what to do and what to spend: objectives, plans, budgets, allocations, launch plans and the marketing calendar.
• Campaigns & Channels (8 entities): How marketing reaches audiences: campaigns, briefs, channels, tactics, audience selections, messages, ad placements and search keywords.
• Content & Creative (7 entities): What marketing says and shows: content items, creative assets, versions, localized versions, the claims they make, the approvals they carry and the tags that make them findable.
• Digital Assets & Rights (4 entities): The assets marketing holds and the rights to use them: digital assets, usage rights, license agreements and talent releases.
• Leads & Pipeline (5 entities): The demand marketing generates and hands to sales: leads, lead scores, opportunities, handoffs and the enablement assets sales uses.
• Engagement & Loyalty (6 entities): The relationships marketing builds after a first purchase: loyalty members, rewards, loyalty transactions, referrals, customer reviews and advocates.
• Events & Partners (7 entities): The events marketing runs or sponsors and the third parties it markets with or through: registrations, sponsorships, partners, affiliates, influencers and co-marketing funds.
• Communications & Reputation (6 entities): How the company speaks publicly and what is said about it: press releases, media contacts and mentions, social posts and conversations, and reputation issues.
• Performance & Measurement (9 entities): How marketing measures what it does: KPI definitions and measurements, attribution results, mix model runs, experiments and variants, spend records, ROI analyses and benchmarks.
• Agencies, Vendors & Technology (5 entities): The agencies, vendors and systems marketing depends on: agencies, vendor contracts, statements of work, marketing systems and the integrations between them.
• AI & Digital Labor Governance (7 entities): The records that make AI in marketing accountable: AI systems, agents, action logs, decision records, model validations, human reviews and AI content disclosures.

Who Uses It

Data owners and stewards, data architects, and AI and analytics engineers who need to know what an agent may read, how sensitive it is and how good it must be first; and business architects who link capabilities to data.

How It Fits With the Other Products

The capabilities named under each entity are defined in the Marketing Capability Model: AI-Ready Edition. The agents are specified in Business Architecture for Marketing: AI Transformation Blueprint, which contains this data model and adds the value streams, use cases, controls, an operating model and a roadmap. The Marketing Value Streams are sold on their own too.