The goal: self-service AI tools every team can trust. Everything our platforms know lives in one shared source of truth. When a team requests a workflow, the platform checks that truth, the right people sign, and the tool gets its green light — which stays lit only while the data underneath stays clean.
A working concept by Doug Ruppert ↗ — how I would approach the data model, AI workflows, and governance in this role, built from independent research into SimpliSafe's ecommerce stack.
Growth · Ecomm · CRM
Platform & Operations Owner
Data · Analytics
Paid Media
Legal · Privacy
First, the org decides — the blueprint everything is built on
GrowthPlatform & Ops
Org-Level Decision · Versioned
Conversion Model
DefinesHow a visitor becomes a customer — qualified intent → configured system → monitoring plan → subscription
Used byEvery metric, profile, and workflow below
Owned & signedThe Business
Click to explore the interactive model
Platform & OpsAnalytics
Org-Level Decision · Versioned
Event & Data Model
DefinesEvery event we track at each stage — named once, defined once, owned by someone
Used byThe stack's configuration · the registry's definitions
Owned & signedPlatform Owner
Click to explore the interactive model
The ecommerce platform stack — configured to the blueprint
Tag Manager
what we track
CDP
who the customer is
Experimentation
A/B & personalization
Clarity
how the site behaves
GA4
how we measure
Data Warehouse
Enterprise Data partner
Platform & Ops
Connector Layer
automatic sync → current statechange alerts → the moment anything ships
Data · AnalyticsPaidPlatform & Ops
Foundation Registry
The blueprint's definitions, side by side with what's actually live — one shared answer to "what do we track, what does it mean, and who owns it," open to every team, all the time.
⌁Events & tags
◉Customer identity
∑Metrics & revenue
✓Consent & privacy
⇄Experiment setup
◷Attribution rules
⇆Platform read-back — what Meta & Google report, held beside our numbers for reconciliation
Lives in the company data warehouse — built with our Enterprise Data partners.
Platform & Ops
Change Log
Every change to the foundation, noticed the moment it happens.
Tag update publishedchecked — matches the blueprint
The front door for the business. Describe what you want to run, in your own words — the platform handles the rest.
Platform & Ops
Platform-Owner Defined Workflows
Opportunities the business hasn't asked for yet — spotted by the platform owner, run through the same profiles and checks as everything else.
Platform & Ops
Profile Library
↓ profiles flow to the engine · learnings flow back ↑
Readiness Engine
Platform & Ops owns
▤Workflow Profiles
☰Per-Workflow Criteria
⚖Evaluation Layer
◎Registry Current State
People sign
Platform & OpsAnalytics
Readiness Review
Technical Sign-Off
WorkflowWeb Experimentation Engine
What it doesRuns A/B tests on the website and reports results
Measured byConversion rate · revenue per visitor
Checks passedData foundation verified — all clear
SignedTechnical Owner
Click for an example document
Legal
Business Authorization
Business Co-Sign
WorkflowWeb Experimentation Engine
Plain termsWhat "ready" means for this work, in business language
PrivacyConsent & customer-data rules reviewed
WindowApproved to run — renews while data stays clean
SignedExec Sponsor
Click for an example document
Authorized
The Green Light
More than a light — it emits a launch token. Recommendations flow freely to teams; anything that launches must present this token, scoped to one workflow, one data state, one window.
Launch tokenrdy_exp_v1_••••••••••••••••3kq7
illustrative · revoked automatically on material change · verified at launch
The payoff
Self-service AI tools your team actually uses
Everything above exists for this — internal tools each team runs on their own. They recommend, prepare, and inform; people always execute the final step.
Growth
Experimentation Engine
Sets up tests and writes the readouts
● green light active · monitored
Ecomm
Personalization AI
Recommends & drafts experience changes for team review
● green light active · monitored
CRM
Churn & Lifecycle Models
Predicts who needs attention
● green light active · monitored
Paid Media
Paid Signal Quality
Keeps the data we send ad platforms right
● green light active · monitored
PaidAnalytics
Registry Q&A Assistant
"Is tax included in revenue reporting?" — answered instantly, from the source of truth
● green light active · monitored
Analytics
Channel Readouts
"Compare May vs. June conversions by channel" — on demand
● green light active · monitored
PaidAnalytics
Conversion Reconciliation
"Meta says 1,200, we say 900" — explains the gap, side by side
● green light active · monitored
Where the work lands — a person always executes the final step
The Website
experiments & personalization, live
ESP / CRM
campaigns & lifecycle sends
Ad Platforms
clean signals for smart bidding
Privacy & Security
read-only sight of every workflow
⇡ platforms report back — pulled into the registry and reconciled against our numbers
Recommendations deliver to each team's own email or Slack channel. Anything that actually launches — an experiment, a campaign — is its own workflow and spends a Green Light per launch.
Platform & Ops
↻ Always watching
If nothing important changes, approved workflows just keep running — no extra meetings. If something important does change, the workflow pauses and the right person gets a note saying exactly what to fix.
Leadership
One list of everything
Every AI tool we run, which team it helps, and whether it has its green light — on one page. The answer to "what AI is supporting our work, and on what basis?" at a glance.