Three Pillars - Marketing Systems Integrity
Marketing Systems Integrity is the discipline of making marketing outcomes provable by enforcing
Authority: where truth lives
Decision points: where the stack is allowed to decide, and how it is enforced
Auditability: what gets logged so outcomes can be proven and drift can be caught
The WMB lens
When something breaks, the repeatable process lens is to question
Where does truth live
Where does it drift
What breaks when the stack guesses
What decision point should exist, and who owns it
What should be logged so we can prove outcomes and avoid fake wins
What constraints exist, and how do we ship anyway
Truth (Authority) -> Decisions (Policy gates) -> Proof (Audit logs)
Truth: identity, consent, catalog, pricing, inventory
Decisions: eligibility, routing, personalization, experimentation assignment
Proof: event definitions, dedupe, actor classification, measurement integrity checks