7 Years of DDD: Tackling Complexity in Marketing Systems (DDD Europe 2018)
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Turns out Domain-Driven Design works not only for cargo shipping, but for marketing systems as well. In this session I’d like to share the story of Plexop - a large-scale marketing system that spans over a dozen of different business domains: from optimizing advertising spaces, to managing sales agents’ commissions. Plexop had to be implemented with tight resources, and even tighter time to market. That’s why we embraced Domain-Driven Design from day one, and boy did it pay out. I’ll show how DDD allowed us deliver Plexop on time and on budget: what worked, what didn’t, what we had to learn ourselves, and the prices we paid when tried to cut corners.
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7 Years of DDD: Tackling Complexity in Marketing Systems (DDD Europe 2018)
- 1. 7 YEARS OF DDD: TACKLING COMPLEXITY IN LARGE SCALE MARKETING SYSTEMS
- 2. Vladik Khononov IAF Malam Team MSN-IL Cellcom Internovus Twitter: @vladikk Blog: vladikk.com
- 3. Vladik Khononov IAF Malam Team MSN-IL Cellcom Internovus Twitter: @vladikk Blog: vladikk.com
- 4. AGENDA
- 5. PART 1 5 BOUNDED CONTEXTS PART 2 PRACTICAL ADVICE
- 7. YAY!!!
- 8. Your Product Marketing Strategy Creatives Campaigns Sales Agents OptimizationProfits
- 10. VER 1.0 Media Buying Creatives Catalog Campaign Management
- 11. 🤔
- 13. Very nice!
- 15. Aggregates everywhere!!! Creative Agency Advertiser Publisher Website Placement Ad Zone Ad Type Target Market Group Zone Type Funnel Contract Budget Unit Campaign
- 16. The Bounded Context Creative Agency Advertiser Publisher Website Placement Ad Zone Ad Type Target Market Group Zone Type Funnel Contract Budget Unit Audience
- 17. Domain Model Service / Application Layer Presentation Infrastructure Anemic! Behaviour
- 18. Imperfect architecture “QA is for cowards” BUT IT WORKED!
- 20. Domain ExpertSoftware Developer Has no experience in online marketing Nice people!
- 21. Smooth communication Strong grasp of the business domain Working software Aggressive time to market
- 22. UbiquitousLanguage Anemic Domain Model
- 24. Leads CRM Categorize Desk Desk Desk Sales Agents Sales Agents Sales Agents Clients’ Systems
- 26. Lead qualification Agent qualification Agents’ commissions
- 28. UbiquitousLanguage Anemic Domain Model
- 29. Creative Agency Publisher Website Advertiser Ad Zone Ad Type Target Market Group Zone Type Funnel Contract Budget Unit Audience Group Desk Qualification Assessment Organization Unit Assignment Rank Message On-site Activity Placement Visit Brand Marketing Lead CRM Lead Marketing Campaign CRM Campaign
- 30. Domain ExpertSoftware Developer …. Lead …. …. Campaign…
- 33. BOUNDED CONTEXTS PROTECT THE LANGUAGE AGGREGATES PROTECT CONSISTENCY OF DATA
- 34. Creative Agency Publisher Website Advertiser Ad Zone Ad Type Target Market Group Zone Type Funnel Contract Budget Unit Audience Group Desk Qualification Assessment Organization Unit Assignment Rank Message On-site Activity Placement Visit Brand Marketing Lead CRM Lead Marketing Campaign CRM Campaign
- 35. Creative Agency Publisher Website Advertiser Ad Zone Ad Type Target Market Group Zone Type Funnel Contract Budget Unit Audience Placement Visit Lead Campaign Marketing Group Desk Qualification Assessment Organization Unit Assignment Rank Message On-site Activity Brand Lead Campaign CRM
- 36. Aggregates will: • Protect transactional boundaries • Encompass business logic and invariants Domain Service / Application Layer Presentation Infrastructure
- 37. Aggregates will: • Protect transactional boundaries • Encompass business logic and invariants Domain Service / Application Layer Presentation Infrastructure Domain Service / Application Layer
- 43. L e a d CRM Team DBA Team
- 45. Inconsistent models No shared understanding Duplication of knowledge Went out of sync quickly NIGHTMARE
- 46. Wasn’t delivered on time Production issues Data corruption Thrown away and reimplemented
- 47. UbiquitousLanguage Domain Model BoundedContexts Protect w/ Implement as
- 48. UbiquitousLanguage Domain Model BoundedContexts Protect w/ Implement as …Dude, where are Sub-Domains?
- 49. Not all of a large system will be well designed “Eric Evans
- 53. Competitive advantage? - No Off-the-shelve solution? - No => Supporting sub-domain
- 54. Layered Architecture Transaction Script Worked …. for a while
- 62. Competitive advantage? - No Off-the-shelve solution? - No => Supporting sub-domain
- 63. Active Record Service / Application Layer Presentation Infrastructure
- 64. Sales Commissions Reports Let’s try different percentages What if the percentage could be a function of a price? No, what if the percentage is a function of number of sales? No, no, the percentage will be a function both of number of sales and sale amount And another upgrade if there are more than Y sales per week! But we will upgrade the percentage if there are more than X sales per month!
- 65. Active Record Service / Application Layer Presentation Infrastructure BIG BALL OF MUD
- 66. Active Record Service / Application Layer Presentation Infrastructure Transaction Script Service / Application Layer Presentation Infrastructure Event Crunchers Bonuses
- 67. Active Record Service / Application Layer Presentation Infrastructure Transaction Script Service / Application Layer Presentation Infrastructure Event Crunchers Bonuses UbiquitousLanguage
- 68. Event Sourced Domain Model Service / Application Layer Presentation Infrastructure Event Sourced Domain Model Service / Application Layer Presentation Infrastructure Event Crunchers Bonuses UbiquitousLanguage
- 69. UbiquitousLanguage Core BoundedContexts Protect by decomposing to Identify Domains Domain Model Supporting Generic AR / TS Adopt Implement as
- 70. THE MARKETING HUB BOUNDED CONTEXT 05
- 72. Competitive advantage? - Yes => Core Domain
- 73. Event Sourced Domain Model CQRS Microservices
- 78. Event Sourced Domain Model CQRS Microservices
- 83. WHAT WE HAVE L E A R N E D
- 85. Ubiquitous Language: The Core Domain of Domain-Driven Design
- 87. Marketing Ubiquitous Language Business goals achieved CRM Ubiquitous Language Production issues Long and painful refactoring Event Crunchers Ubiquitous Language Big ball of mud Bonuses Ubiquitous Language Refactored in time
- 88. Invest in the Ubiquitous Language early on.
- 89. Cheap!
- 90. You don’t need a budget for a Ubiquitous Language
- 91. DOMAIN TYPES 02
- 93. Generic Domain Adopt / Buy Supporting Domain Active Record / Transaction Script Core Domain Domain Model / Event Sourcing
- 94. COMPANIES CHANGE, EVOLVE, REINVENT THEMSELVES DOMAINS' TYPES CAN CHANGE ACCORDINGLY
- 95. SUPPORTING ➤ CORE • Event Crunchers • Bonuses SUPPORTING ➤ GENERIC • Creative Catalog CORE ➤ GENERIC • Lead Evaluation System CORE ➤ SUPPORTING • Marketing Hub GENERIC ➤ CORE • AWS
- 96. Generic Domain Adopt / Buy Supporting Domain Active Record / Transaction Script Core Domain Domain Model / Event Sourcing
- 97. Generic DomainAdopt / Buy Supporting DomainActive Record / Transaction Script Core DomainDomain Model / Event Sourcing
- 98. Less waste Dialog with the business IMPLEMENTATION DESIGN ➤ DOMAIN TYPE
- 99. • Questionable competitive edge? • Accidental “business” complexity? • Unexpected competitive edge? BUSINESS COMPLEXITY ≠ DOMAIN TYPE?
- 100. Generic DomainAdopt / Buy Supporting DomainActive Record / Transaction Script Core DomainDomain Model / Event Sourcing IMPLEMENTATION DESIGN ➤ DOMAIN TYPE
- 102. How to Model the Business Logic? Transaction Script Active Record Domain Model Event Sourced Domain Model
- 103. MONEY? DEEP ANALYTICS? AUDIT LOG? Event Sourced Domain Model COMPLEX BUSINESS LOGIC? Domain Model COMPLEX DATA STRUCTURES? Active Record SIMPLE LOGIC, SIMPLE DATA STRUCTURES? Transaction Script
- 104. MAPPING ARCHITECTURAL PATTERNS Event Sourced Domain Model ➤ CQRS Domain Model ➤ Hexagonal Architecture Active Record ➤ Layered Architecture Transaction Script ➤ “Keep it simple” Architecture
- 105. MAPPING ARCHITECTURAL PATTERNS Event Sourced Domain Model ➤ CQRS Domain Model ➤ Hexagonal Architecture Active Record ➤ Layered Architecture Transaction Script ➤ “Keep it simple” Architecture
- 106. Transaction Script Active Record Domain Model Event Sourced Domain Model
- 107. PAIN? BUSINESS CHANGED? DOMAIN TYPE CHANGED? REVISE IMPLEMENTATION STRATEGY? ➤
- 108. Transaction Script Active Record Domain Model Event Sourced Domain Model
- 109. CQRS 04
- 110. Event Sourcing ➤ CQRS
- 111. EVENT SOURCING A WAY OF MODELING BUSINESS DOMAINS CQRS ARCHITECTURAL PATTERN FOR REPRESENTING THE SAME DATA IN DIFFERENT MODELS
- 112. Transaction Script Active Record Domain Model } Can benefit from CQRS and State-Based Projections
- 113. 05 BOUNDED CONTEXTS
- 114. Creative Agency Publisher Website Advertiser Ad Zone Ad Type Target Market Group Zone Type Funnel Contract Budget Unit Audience Placement Visit Lead Campaign Marketing Group Desk Qualification Assessment Organization Unit Assignment Rank Message On-site Activity Brand Lead Campaign CRM LINGUISTIC BOUNDARIES
- 117. L e a d SUICIDAL BOUNDARIES
- 119. Finding service boundaries is really damn hard… There is no flowchart! “Udi Dahan
- 120. THERE ARE GOING TO BE MISTAKES ACCEPT IT, AND DON’T MAKE FATAL ONES
- 121. START WITH BIGGER BOUNDARIES DECOMPOSE LATER, AS YOU GAIN KNOWLEDGE
- 122. THE LESS YOU KNOW ABOUT THE DOMAIN - THE WIDER THE INITIAL BOUNDARIES ARE
- 124. Marketing Creative Agency Publisher Website Advertiser Ad Zone Ad Type Target Market Group Zone Type Funnel Contract Budget Unit Audience Placement Visit Lead Campaign
- 125. Campaigns Creative Ad Type Agency Publisher Website Zone Type ContractBudget Unit Impression Visit Lead Advertiser Target MarketFunnel Audience Placement Campaign Creative Catalog Publishers Events
- 126. START WITH BIGGER BOUNDARIES DECOMPOSE AS YOU GAIN DOMAIN KNOWLEDGE
- 127. 1. Ubiquitous Language is not optional 2. Domain Types change. Embrace these changes 3. Learn the ins and outs of the four patterns of modeling business logic 4. Use CQRS to represent the same data in multiple models 5. Start with bigger boundaries, and divide as you gain domain knowledge
- 128. 07 SUMMARY
- 129. UbiquitousLanguage BoundedContexts Protect by decomposing to Design Implementation Core Supporting Generic Domain Model AR / TS Adopt Confirm w/ Business
- 130. UbiquitousLanguage BoundedContexts Protect by decomposing to Design Implementation Core Supporting Generic Domain Model AR / TS Adopt Confirm w/ Business
- 131. UbiquitousLanguage BoundedContexts Protect by decomposing to Design Implementation Core Supporting Generic Domain Model AR / TS Adopt Confirm w/ Business
- 132. UbiquitousLanguage BoundedContexts Protect by decomposing to Design Implementation Core Supporting Generic Domain Model AR / TS Adopt Confirm w/ Business
- 133. UbiquitousLanguage BoundedContexts Protect by decomposing to Design Implementation Core Supporting Generic Domain Model AR / TS Adopt Confirm w/ Business
- 134. Creative Agency Advertiser Publisher Website Placement Ad Zone Ad Type Target Market Group Zone Type Funnel Contract Budget Unit Campaign Aggregates everywhere!!!
- 135. UbiquitousLanguage BoundedContexts Protect by decomposing to Design Implementation Core Supporting Generic Domain Model AR / TS Adopt Confirm w/ Business Ubiquitous Language Everywhere!!!
- 136. P.S.
- 138. QUESTIONS?