7 YEARS OF DDD or Tackling Complexity in Large Scale Marketing - - PowerPoint PPT Presentation

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7 YEARS OF DDD or Tackling Complexity in Large Scale Marketing - - PowerPoint PPT Presentation

Mar 16, 2023 41 likes •1.47k views

7 YEARS OF DDD or Tackling Complexity in Large Scale Marketing Systems vladikk YAY!!! @vladikk vladikk.com Internovus PART 1 5 BOUNDED CONTEXTS PART 2 5 PRACTICAL ADVICES vladikk Your Product Marketing Creatives

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SLIDE 1 vladikk

7 YEARS OF DDD

  • r

Tackling Complexity in
 Large Scale Marketing Systems

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SLIDE 2

YAY!!!

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@vladikk vladikk.com Internovus

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SLIDE 4 vladikk

PART 2 


5 PRACTICAL ADVICES

PART 1


5 BOUNDED CONTEXTS

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SLIDE 6 vladikk Your Product Marketing
 Strategy Creatives Campaigns Sales
 Agents Optimization Profits
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SLIDE 7 vladikk

THE FIRST BOUNDED CONTEXT

01

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SLIDE 8 vladikk

Media Buying Creatives Catalog Campaign Management

VER 1.0

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🤕

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SLIDE 10 vladikk
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Very nice!!!1

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Aggregates everywhere!!!

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SLIDE 13 vladikk

Aggregates everywhere!!!

Creative Agency Advertiser

Publisher Website Placement Ad Zone Ad Type Target Market Group Zone Type Funnel Contract Budget Unit

Campaign

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The Bounded Context

Creative Agency Advertiser Publisher Website Placement Ad Zone Ad Type Target Market Group Zone Type Funnel Contract Budget Unit Audience
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SLIDE 15 vladikk Domain Model Service / Application Layer Presentation Infrastructure Anemic! Behaviour
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SLIDE 16 vladikk

Imperfect architecture “QA is for cowards”

BUT IT WORKED!

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SLIDE 17 vladikk

UBIQUITOUS LANGUAGE

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SLIDE 18 vladikk Domain Experts Software Developers No experience in online marketing Nice people!
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SLIDE 19 vladikk Smooth communication Strong grasp of the business domain Working software Aggressive time to market
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SLIDE 20 vladikk Ubiquitous Language Anemic Domain Model
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SLIDE 21 vladikk Leads Sales Agents Ads
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SLIDE 22 vladikk Leads CRM Categorize Desk Desk Desk Sales Agents Sales Agents Sales Agents
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SLIDE 23 Leads CRM Categorize Desk Desk Desk Sales Agents Sales Agents Sales Agents Clients’ Systems
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SLIDE 24 vladikk
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SLIDE 25 vladikk Lead qualification Agent qualification Agents’ commissions
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SLIDE 26 vladikk

THE CRM BOUNDED CONTEXT

02

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SLIDE 27 vladikk Ubiquitous Language Anemic Domain Model
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SLIDE 28 vladikk 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
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SLIDE 29 vladikk Domain Experts Software Developers …. Lead …. …. Campaign…
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SLIDE 30 vladikk
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SLIDE 32 vladikk

BOUNDED CONTEXTS PROTECT THE LANGUAGE AGGREGATES PROTECT CONSISTENCY OF DATA

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SLIDE 33 vladikk 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
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SLIDE 34 vladikk 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
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SLIDE 35 vladikk

Aggregates will:


  • Protect transactional boundaries

  • Encompass business logic and invariants
Domain Service / Application Layer Presentation Infrastructure
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SLIDE 36 vladikk

Aggregates will:


  • Protect transactional boundaries

  • Encompass business logic and invariants
Domain Service / Application Layer Presentation Infrastructure Domain Service / Application Layer
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SLIDE 38 vladikk
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SLIDE 40 vladikk

Stored procedures???

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SLIDE 41 vladikk Group Desk Qualification Assessment Organization Unit Assignment Rank Message On-site Activity Brand Lead Campaign Lead
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SLIDE 42

L e a d

CRM Team

DBA Team

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SLIDE 43
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SLIDE 44 vladikk Inconsistent models No shared understanding Duplication of knowledge Went out of sync quickly NIGHTMARE
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SLIDE 45 vladikk Wasn’t delivered on time Production issues Data corruption Thrown away and reimplemented
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SLIDE 46 vladikk Ubiquitous Language Domain Model Bounded Contexts Protect w/ Implement as
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SLIDE 47

Not all of a large system will be well designed

“

Eric Evans

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SLIDE 48 vladikk

THE CRUNCHERS BOUNDED CONTEXT

03

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SLIDE 49 vladikk Marketing CRM Analysis Customer Events Marketing CRM
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SLIDE 50 vladikk Marketing CRM Analysis Customer Events Event Crunchers
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SLIDE 51 vladikk Competitive advantage? - No Off-the-shelve solution? - No => Supporting sub-domain
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SLIDE 52 vladikk Layered Architecture Transaction Script Worked …. for a while
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SLIDE 53 vladikk Customer Events Event Crunchers Marketing CRM Analysis Flag Flag Calculated fields
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SLIDE 54 vladikk
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SLIDE 55 vladikk Marketing CRM Analysis Customer Events Event Crunchers
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SLIDE 56 vladikk Customer Events Event Crunchers (BBOM) CRM Marketing Analysis
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SLIDE 57 vladikk Customer Events Event Crunchers (Event Sourced) CRM Marketing Analysis
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SLIDE 58 vladikk

THE BONUSES BOUNDED CONTEXT

04

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SLIDE 59 vladikk Sales Commissions Reports
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SLIDE 60 vladikk Competitive advantage? - No Off-the-shelve solution? - No => Supporting sub-domain
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SLIDE 61 vladikk Active Record Service / Application Layer Presentation Infrastructure
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SLIDE 62 vladikk Sales Commissions Reports Let’s try different percentages What if the percentage could be a function
  • f 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!
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SLIDE 63 vladikk Active Record Service / Application Layer Presentation Infrastructure BIG BALL OF MUD
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SLIDE 64 vladikk Event Sourced Domain Model Service / Application Layer Presentation Infrastructure BIG BALL OF MUD
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SLIDE 65 vladikk Active Record Service / Application Layer Presentation Infrastructure Transaction Script Service / Application Layer Presentation Infrastructure Event Crunchers Bonuses Ubiquitous Language
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SLIDE 66 vladikk Ubiquitous Language Core Bounded Contexts Protect by
 decomposing to Identify Domains Domain Model Supporting Generic AR / TS Adopt Implement as
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SLIDE 67 vladikk

THE MARKETING HUB BOUNDED CONTEXT

05

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SLIDE 68 vladikk Leads Marketing Hub Client Client Client
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SLIDE 69 vladikk Competitive advantage? - Yes => Core Domain
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SLIDE 70 vladikk Event Sourced Domain Model CQRS Microservices
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SLIDE 71 vladikk Micro
 Service Micro
 Service Micro
 Service Micro
 Service
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SLIDE 72 vladikk Aggregate Aggregate Aggregate Aggregate
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SLIDE 73 vladikk Aggregate Aggregate Aggregate Aggregate Event Sourced
 Aggregate
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SLIDE 74 vladikk Aggregate Aggregate Aggregate Aggregate Event Sourced
 Aggregate
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SLIDE 75 vladikk Event Sourced Domain Model CQRS Microservices
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SLIDE 76 vladikk Aggregate Aggregate Aggregate Aggregate Event Sourced
 Aggregate
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SLIDE 77 vladikk

TECHNICAL COMPLEXITY BUSINESS COMPLEXITY

>

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SLIDE 78 vladikk Aggregate Aggregate Aggregate Aggregate Event Sourced
 Aggregate
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SLIDE 79 Marketing Bonuses U D CRM U D Marketing
 Hub U U D D Event Crunchers U D U D
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SLIDE 80

WHAT
 WE HAVE L E A R N E D

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UBIQUITOUS

LANGUAGE

01

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UBIQUITOUS LANGUAGE

THE CORE DOMAIN OF DOMAIN-DRIVEN DESIGN

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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
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SLIDE 84 vladikk

Invest in the Ubiquitous Language early on

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SLIDE 85 vladikk

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
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Cheap!

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DOMAIN

TYPES

02

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Core Supporting Generic

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SLIDE 89 vladikk Generic Domain Adopt / Buy Supporting Domain Active Record / Transaction Script Core Domain Domain Model / Event Sourcing
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COMPANIES CHANGE, EVOLVE, REINVENT THEMSELVES

DOMAINS' TYPES CHANGE ACCORDINGLY

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SUPPORTING ➤ CORE

  • Event Crunchers
  • Bonuses

SUPPORTING ➤ GENERIC

  • Creative Catalog

CORE ➤ GENERIC

  • Lead Evaluation System

CORE ➤ SUPPORTING

  • Marketing Hub

GENERIC ➤ CORE

  • AWS
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SLIDE 92 vladikk Generic Domain Adopt / Buy Supporting Domain Active Record / Transaction Script Core Domain Domain Model / Event Sourcing
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SLIDE 93 vladikk Generic Domain Adopt / Buy Supporting Domain Active Record / Transaction Script Core Domain Domain Model / Event Sourcing
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Less waste Dialog with the business

IMPLEMENTATION DESIGN ➤ DOMAIN TYPE

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SLIDE 95 vladikk
  • Questionable competitive edge?
  • Accidental “business” complexity?
  • Unexpected competitive edge?

BUSINESS COMPLEXITY ≠ DOMAIN TYPE?

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SLIDE 96 vladikk Generic Domain Adopt / Buy Supporting Domain Active Record / Transaction Script Core Domain Domain Model / Event Sourcing

IMPLEMENTATION DESIGN ➤ DOMAIN TYPE

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IMPLEMENTATION

STRATEGIES

03

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How to Model the Business Logic?

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How to Model the Business Logic?

Transaction Script (PoEAA) Active Record (PoEAA) Domain Model (PoEAA + DDD) Event Sourced Domain Model
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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
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MAPPING ARCHITECTURAL PATTERNS

Event Sourced Domain Model ➤ CQRS Domain Model ➤ Hexagonal Architecture Active Record ➤ Layered Architecture Transaction Script ➤ “Keep it simple” Architecture
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MAPPING ARCHITECTURAL PATTERNS

Event Sourced Domain Model ➤ CQRS Domain Model ➤ Hexagonal Architecture Active Record ➤ Layered Architecture Transaction Script ➤ “Keep it simple” Architecture
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SLIDE 103 vladikk Transaction Script Active Record Domain Model Event Sourced Domain Model
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PAIN?

BUSINESS CHANGED? DOMAIN TYPE CHANGED? REVISE IMPLEMENTATION STRATEGY?

➤

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SLIDE 105 vladikk Transaction Script Active Record Domain Model Event Sourced Domain Model
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CQRS

04

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Event Sourcing ➤ CQRS

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EVENT SOURCING BUSINESS DOMAIN MODELING PATTERN CQRS ARCHITECTURAL PATTERN FOR REPRESENTING DATA IN DIFFERENT PERSISTENT MODELS

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SLIDE 109 vladikk Transaction Script Active Record Domain Model } Can benefit from CQRS and State-Based Projections
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SLIDE 110 vladikk RDBMS Search index Files
 storage Projection
 Engine Projected
 Model Projected
 Model Changes Application Query Query Commit
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COMMAND QUERY 
 RESPONSIBILITY SEGREGATION?

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SLIDE 112 vladikk Did command succeed or fail? If failed - why? What are the outcomes? } Can be delivered asynchronously through queries … but why?
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SLIDE 113 vladikk Write
 Model Projection Projection Projection
 Engine Projected
 Model Projected
 Model Changes Application Client Command
 Execution Result Query
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SLIDE 114 vladikk

05

BOUNDED

CONTEXTS

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SLIDE 115 vladikk 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

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SLIDE 116 vladikk Bonuses Event Crunchers

DOMAIN-BASED BOUNDARIES

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AGGREGATE-BASED BOUNDARIES

Aggregate Aggregate Aggregate Aggregate
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L e a d

SUICIDAL BOUNDARIES

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BOUNDED CONTEXTS ARE NOT MICROSERVICES

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BOUNDED CONTEXTS PROTECT INTEGRITY OF A UBIQUITOUS LANGUAGE

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SLIDE 122 vladikk 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
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MICROSERVICES DECOMPOSITION OF A SYSTEM INTO LOOSELY COUPLED COMPONENTS BOUNDED CONTEXTS PROTECT INTEGRITY OF A UBIQUITOUS LANGUAGE

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SLIDE 124 vladikk Micro
 Service Micro
 Service Micro
 Service Micro
 Service
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Finding service boundaries is really damn hard… There is no flowchart!

“

Udi Dahan

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THERE ARE GOING TO BE MISTAKES ACCEPT IT AND DON’T MAKE FATAL ONES

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THE LESS YOU KNOW ABOUT THE DOMAIN THE WIDER THE INITIAL BOUNDARIES START WITH BIGGER BOUNDARIES DECOMPOSE LATER, AS YOU GAIN KNOWLEDGE

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SLIDE 128 vladikk Aggregate Aggregate Aggregate Aggregate Event Sourced
 Aggregate
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SLIDE 129 vladikk Marketing Creative Agency Publisher Website Advertiser Ad Zone Ad Type Target Market Group Zone Type Funnel Contract Budget Unit Audience Placement Visit Lead Campaign
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SLIDE 130 vladikk Campaigns Creative Ad Type Agency Publisher Website Zone Type Contract Budget Unit Impression Visit Lead Advertiser Target Market Funnel Audience Placement Campaign Creative Catalog Publishers Events
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START WITH BIGGER BOUNDARIES DECOMPOSE AS YOU GAIN DOMAIN KNOWLEDGE

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  • 1. Ubiquitous Language is not optional
  • 2. Domain Types change. Embrace these changes to achieve resilient design
  • 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. Bounded Contexts are not Microservices. Always start with bigger
boundaries, but decompose further as you gain domain knowledge
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SUMMARY

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SLIDE 134 vladikk Ubiquitous Language Bounded Contexts Protect by
 decomposing to Design
 Implementation Core Supporting Generic Domain Model AR / TS Adopt Confirm w/
 Business
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SLIDE 135 vladikk Ubiquitous Language Bounded Contexts Protect by
 decomposing to Design
 Implementation Core Supporting Generic Domain Model AR / TS Adopt Confirm w/
 Business
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SLIDE 136 vladikk Ubiquitous Language Bounded Contexts Protect by
 decomposing to Design
 Implementation Core Supporting Generic Domain Model AR / TS Adopt Confirm w/
 Business
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SLIDE 137 vladikk Ubiquitous Language Bounded Contexts Protect by
 decomposing to Design
 Implementation Core Supporting Generic Domain Model AR / TS Adopt Confirm w/
 Business
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SLIDE 138 vladikk Ubiquitous Language Bounded Contexts Protect by
 decomposing to Design
 Implementation Core Supporting Generic Domain Model AR / TS Adopt Confirm w/
 Business
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SLIDE 139 vladikk

Creative Agency Advertiser

Publisher Website Placement Ad Zone Ad Type Target Market Group Zone Type Funnel Contract Budget Unit

Campaign

Aggregates everywhere!!!

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SLIDE 140 vladikk Ubiquitous Language Bounded Contexts Protect by
 decomposing to Design
 Implementation Core Supporting Generic Domain Model AR / TS Adopt Confirm w/
 Business

Ubiquitous Language Everywhere!!!

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P.S.

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THANK YOU!

@vladikk vladikk.com