Hi @dhana2,
I share with you the pros and cons for each option that you propose:
Option 1:Add Travel-related fields to the Existing Schema
Pros:
Unified Data View: All customer data from different platforms is centralized in one schema, enabling a unified customer profile for better segmentation & personalization.
Ease of Audience Reuse: The shared schema allows easy reuse of existing audiences and insights for the new travel site, avoiding the necessity to create new audiences from scratch.
Simplified Maintenance: With a single schema, updates and changes are applied only once , reducing maintenance efforts compared to managing multiple schemas.
Cons:
Schema complexity: Adding more field may complicate the schema, leading to performance issues and difficulties in managing a growing data model
Data Overlap Risk: Mixing different domains within one schema might cause confusion or misalignment in in data usage fields that are not clearly separated.
Longer time of integration: Modifying the existing schema to accommodate new data could require more time and effort.
Option 2: Create a New Schema for the Travel-Based Site and Mobile App
Pros:
Domain-Specific Design: A separate schema allows a tailored data model specifically to the travel industry, enabling more accurate data collection and segmentation for travel-related use cases.
Reduced Complexity: With separate schemas, each remains less complex, making them easier to manage, understand, and troubleshoot.
Faster Iteration: Updates and changes specific to the travel domain can be implemented more quickly without needing to consider their impact on other business areas, allowing for a greater agility in answering business needs
Cons:
Audience Segmentation Challenges: Reusing existing audiences becomes more difficult, as data would be split between two schemas, possibly requiring complex cross-schema queries.
Increased Maintenance Overhead: Maintenance of multiple schemas increases the effort required for updates, governance, and ensuring consistency across schemas.
Data Silos: A separate schema may lead to isolated data silos, hindering a holistic view of the customer across different touchpoints.
Taking into account that if the travel business has specific requirements or you anticipate a huge growth choose option 2 because you will have a tailored data model (having a separate schema allows a specific data structure), simplified management and flexibility and speed in terms of changes and updates without impacting other areas of the business.
¡Hope this is helpful!
Regards,
Celia
@jpetermarias
