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Platform Architecture

DX Graph & Intel Architectural Overview

DX Graph

The Graph data store that houses entities along with their relationships. The following components and concepts are associated with the DX Graph:

Customer Identity Graph

Conscia has the ability to take customer data from multiple back-end applications such as CRMs, online user databases, behavioural data, etc and create an identity graph that can be shared across your MarTech stack.

Content Graph

Conscia can sync content from one or more back-end repositories and create a centralized graph of all content. Conscia also provides tools to non-technical users to enrich, classify, validate, relate and distribute this content to destination platforms.

Data Collection

A Data Collection is a set of data or content records belonging to the same logical entity and/or conform to a schema. For example, you may have a collection of customers, products, promotions, vendors, etc.

A Data Collection's schema for a list of Customer Data Records may look like this:

FieldnameData Type
Customer IDstring
First Namestring
Last Namestring
Spend Amountnumber
Spend by StoreArray of {StoreID:number, Amount:number}

The schema of a Data Collection is extremely flexible can can handle any nested structure.

Data Collections can import data from files in a Data Bucket or you can use the DX Graph APIs to synchronously create, update and remove Data Records.

Data Bucket

The Conscia Platform reads/writes files from/to Data Buckets.

Delimited and line-delimited JSON data files can be uploaded to a Data Bucket before a Data Collection import data from those files.

There are three standard Data Buckets that are made available by default:

Data Bucket CodeNameDescription
incomingIncomingFiles are uploaded here.
processedProcessedFiles that are loaded from the Incoming Data Bucket into a Data Collection are moved here.
skippedSkippedFiles are ignored are moved here.

See: Importing Data Files into Data Collections


This is the golden record of a given entity created by stitching data from multiple sources. For example, Customer data may come from CRM, Surveys, Online Form Submissions, ESPs, Social Media profiles, etc. When you stitch this data together to create a single customer profile, the result is a master record.


Taxonomies are one of the most powerful features of the DX Graph. It is exactly what the name suggests i.e a classification hierarchy with logical criteria set at every node that defines how a target data set should be mapped to it. For instance, in the ecommerce use case, product classification can be modelled as a taxonomy and you can specify the conditions a product must meet for it to belong to this product category.

Source Collections

Source Data is the data you sync into Conscia to be managed and enriched.

Master Collections

Suppose you have movie, actor and theater data as your source collections. You may create a Master colection of Movie records by connecting the underlying source collections such that each movie record has the list theaters playing the movie, the list of actors, and number of number of actors.


An AI and Analytics Engine that holds large amounts of data and provides advanced analytics and machine learning.

Data Table

A Data Table represents a set of files in a Data Bucket that can be queried. Data Tables can handle billions of rows of data and form the foundation of Conscia Intel.

See: Working with Data Tables.

Data View

A Data View sits on top of one or more Data Tables. It defines the dimensions and measures available to submitted queries. Data Views also configure how multiple Data Tables are joined together.


An Event makes data available to Computed Values. Typically, an Event references one Data View. In the future, Events may reference other external data sources.

Computed Value

A Computed Value is aggregates data from the potentially billions of records uploaded into Data Tables onto individual Data Records in DX Graph. For example, if the DX Graph has a list of customer profiles, a Computed Value may be configured to calculate the average monthly spend for the last 6 months for every customer.

A Computed Value references an Event from which it pulls data to calculate values.

DX Engine

An API-first Experience Engine that provides the right content to the right customer at the right time, in every context.

Experience API

The API interface to the DX Engine that takes in the user's context as an input and responds with relevant content assembled from multiple backend content repositories in real-time.

Headless Experience Orchestration

In traditional WebCMSes, content and experience are closely tied together. Headless CMSes keep content and presentation logic neatly separated. This, however, can create a divide between marketing and digital teams as it is difficult for marketing and product teams to visualize what the content will look like on a specific touchpoint or surface. Conscia creates a bridge between IT and Business by providing a headless way of managing experiences, empowering Marketing to control what the user should see while providing the much required guardrails that IT is comfortable with.


Since Conscia is a headless platform, an experience may refer to a page, a mobile application screen, an email template, or even a chatbot interface.


A renderable or logical component of the Experience is referred to as an Experience Component. An example of a renderable component is the hero banner on a home page, whereas a logical component may govern the layout of the overall page experience.

Experience Rules

The DX Engine exposes an interface for business users to create a set of rules that determine what content should be displayed to what user in what context.