When multi-channel data enters the system through the Context Adapter, it can either go through the Data Processing Layer, the Context Service, or the Event Stream Processor.
Depending on which entry path is taken, the data might pass through the Dispatcher and Message Bus, or possibly the Context Gateways and Enrichment Services, ultimately residing in the Core Customer Profile,* which you might then leverage through the Analytics Layer or, really the point of the whole exercise, through the Consumption Layer.
For example…
Mr. Customer, when Sue your consumer sends out a tweet referencing your brand with a few not-so-polite hash-tags, we can capture that tweet, its context, and determine its negative sentiment. Isn’t that an important insight?
When we start to match up Sue’s Twitter handle with other hints and clues and customer data we’ve gathered through other channels like your web store and her order, we can put two and two together and realize the product was likely damaged in shipping. Now wouldn’t Sue love to hear from you to rectify the situation? Wouldn’t her next tweet be in praise of your brand? Isn’t that the kinds of customer service that will differentiate you from your competition?
Both of these sections tell the same story.
If you’ve got an amazing innovation that took a few ingenious and technological leaps and bounds to create, you’d better give your audience a few examples of how it all works. They simply haven’t caught up with you yet. Telling Sue’s story helps your audience realize that there’s a missing piece. They’ll suddenly know what a Context Gateway is and why they want one.
*Only after passing through the Secure Access Layer, naturally.