CRM event routing architecture
Routing CRM events to brand-specific databases across multiple casinos without downtime.
Context
An iGaming agency needed to replace a legacy CRM event routing system with an event streaming pipeline. Events from multiple casino brands needed to land in brand-specific SQL databases for downstream use — reporting, player segmentation, and coupon click tracking. The migration had to happen brand-by-brand without taking any of them offline.
The problem
These migrations usually fail at the consumer-side switching. Producers are easy. Consumers — the systems reading the events — are where dependencies live, and a hard switch on the wrong day takes a brand's CRM down. The team had a working architecture sketch but no rollout plan.
What I did
- → Worked with the data pipeline owner to validate the producer-side architecture
- → Designed a brand-by-brand hard-switch rollout plan with consumer-side switching managed in sequence
- → Defined the schema for the coupon click log table and how it would join to downstream redemption data — flagging the open joinability question for resolution before the dashboard work
- → Mapped downstream consumer dependencies for each brand so cutover order was driven by risk, not convenience
- → Documented the rollback procedure per brand
Outcome
- ✓ All brands migrated with zero unplanned downtime
- ✓ The brand-by-brand sequence gave the team learnings from each cutover that improved the next
- ✓ The architecture is now the foundation for downstream features including coupon click tracking and the planned reporting dashboard
- ✓ Joinability question with the redemption platform raised early enough to influence the dashboard scope
What was used
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