Doordash Customer 360 Data Store and its Evolution to Become an Entity Management Framework

The "Doordash Customer 360 Data Store" represents a foundational step in centralizing and managing customer profile to enable targeting and personalized customer experiences built on Delta Lake. This presentation will explore the initial goals and architecture of the Customer 360 Data Store, its journey to becoming a robust entity management framework, and the challenges and opportunities encountered along the way. We will discuss how the evolution addressed scalability, data governance and integration needs, enabling the system to support dynamic and diverse use cases, including customer lifecycle analytics, marketing campaign targeting using segmentation. Attendees will gain insight into key design principles, technical innovations and strategic decisions that transformed the system into a flexible platform for entity management, positioning it as a critical enabler of data-driven growth at Doordash.