Writing

Blogs

MarTech insights, architecture thinking, and lessons from the intersection of data and marketing.

Entity Graph Optimisation (EGO): A New Discipline for the Post-Web Era

Entity Graph Optimisation (EGO) is the discipline of structuring and governing an organisation's entity definition across machine-readable knowledge layers, so AI systems can accurately retrieve, reason about, and recommend that entity — without relying on document-based content signals.

Santosh Pradhan·May 9, 2026

Data Architecture

AtomicAttributeGraph (AAG): A Graph-Native Customer Data Model for Field-Level Truth

AtomicAttributeGraph (AAG) is a new customer data modelling framework that treats every distinct attribute value as an independent graph node, eliminating record-level timestamp pollution and enabling true field-level recency at CDP scale.

Santosh Pradhan·April 17, 2026

Data Architecture

Building Customer 360 on Databricks and Hightouch: A Complete Implementation Guide

A complete, code-level guide to implementing field-level Customer 360 identity resolution on Databricks Delta Lake with Hightouch for activation — covering Salesforce, SAP, Shopify, Segment, and Zendesk as source systems.

Santosh Pradhan·April 14, 2026

Data Architecture

The Golden Record Framework: Field-Level Identity Resolution for Customer 360

Most CDPs and Customer 360 builds get golden record resolution wrong — they pick the most recent record, not the most recent value per field. This framework fixes that with a structured, implementable approach.

Santosh Pradhan·April 14, 2026

AI & MarTech Strategy

Agentic AI and the Brand Damage Problem: Six Architectural Patterns Every MarTech Leader Must Understand

AI agents are taking actions inside your marketing stack at a rate no human team can review. A non-trivial percentage of those actions are producing brand damage. This post maps six architectural patterns — and a formal ADR — that determine whether your agentic deployment builds trust or destroys it.

Santosh Pradhan·April 9, 2026

Digital Marketing

Unified Analytics: Combining GEO, Web, and Social Data Into One Decision Layer

How to build a unified analytics layer that combines GEO/AEO citation data, web behavioural analytics, and social signal data — with the data model, lifecycle metrics, and business decisions it unlocks.

Santosh Pradhan·March 23, 2026

Digital Marketing

The GEO & AEO Playbook: How to Get Cited by AI Engines at Every Stage of the Customer Journey

A comprehensive GEO and AEO playbook covering all 8 stages of the customer lifecycle — from Discovery to Advocacy — with content strategies, schema recommendations, quick wins, and AI engine tactics for Perplexity, ChatGPT, Gemini, Copilot, and Claude.

Santosh Pradhan·March 22, 2026

Solution Architecture

Event Modelling: A Complete Guide for Solution Architects

A practical guide to Event Modelling for solution architects — covering core concepts, the blueprint pattern, workflow steps, and best practices for designing event-driven systems.

Santosh Pradhan·March 20, 2026