Tackling complexity at the heart of data. With Domain-Driven Data Modeling (DDDM) the main principles are: - focus on your core ("domain and sub-domains") - break down complex problems into smaller ones ("bounded context") - use data modeling as a communication tool ("ubiquitous language") - keep together what belongs together ("aggregates") - reach a shared understanding between business and tech ("collaboration of domain experts and developers") - iterate and evolve ("continuous refinement")