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CRM Data Architecture

The operational CRM SQL knowledge hub

Browse SQL by the kind of CRM data you're working with. Every base type bundles operational goals, editable templates, validation scores, and AI-ready best practices. All examples use generic, fictional schemas.

Master Data

3 goals

Canonical records describing people, accounts, and entities — the source of truth that every downstream CRM workflow depends on.

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Engagement

2 goals

Behavioral signals — opens, clicks, sessions — used to score interest over time.

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Orders

2 goals

Order and line-item facts — the foundation for revenue, RFM, and purchase-frequency logic.

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KPI & Reporting

2 goals

Aggregated metrics — reach, frequency, conversion — for operational dashboards.

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Retention

1 goals

Cohorted retention curves and churn signals across the customer lifecycle.

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Data Quality

1 goals

Continuous checks that keep the CRM trustworthy — completeness, freshness, consistency.

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Audience

0 goals

Reusable audience definitions and segmentation logic.

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Tracking

0 goals

Raw event capture from web, app, and email.

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Campaigns

0 goals

Campaign metadata and send history.

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Transactions

0 goals

Financial events at the transaction grain.

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Loyalty

0 goals

Tiering, points, and loyalty redemption logic.

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Suppression

0 goals

Opt-out, bounce, and suppression lists.

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Journeys

0 goals

Multi-step lifecycle journeys and their state.

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Mobile

0 goals

Push, in-app, and device-level signals.

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Email

0 goals

Email send, delivery, and engagement facts.

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Analytics

0 goals

Cross-domain analytical queries that span multiple base types.

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