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Notes from the people building the platform.

How the platform works underneath, the rules that make it safe to hand to a marketer, and the playbooks we would follow ourselves. Product facts, no invented numbers.

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Product

Why one event store changes how marketing and product teams work together

When a funnel and a campaign read the same rows, the argument about whose number is right disappears, and the work that replaces it is better.

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4 min
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Edverix team
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All posts

Everything we have written, by category.

Product explains what the platform does, Engineering explains how, Governance covers the rules, and Playbooks are the steps we would follow on your data.

8 posts

Product

Why one event store changes how marketing and product teams work together

When a funnel and a campaign read the same rows, the argument about whose number is right disappears, and the work that replaces it is better.

· 4 min read

Governance

“Why did this person not get the message?” Delivery logs that answer in one click

Every attempted send is logged with its outcome and the rule that decided it. That turns the most common support question in messaging from a ticket into a lookup.

· 4 min read

Playbooks

Shipping WhatsApp and SMS in India: DLT, TRAI and template approval, handled

Indian messaging has a registration layer most platforms leave to you. The operating playbook for keeping every send matched to what was approved, on both channels.

· 4 min read

Engineering

Tracking plans as code: enforcing your event schema in CI

A tracking plan that lives in a spreadsheet is a wish. One that lives in the repository, generates types and fails the build is a contract. How the pieces fit together.

· 4 min read

Playbooks

Reachability: the segmentation filter every team gets wrong

A segment of half a million people is not an audience of half a million. The reachable count per channel is the number that sends, and the playbook builds segments around it.

· 4 min read

Governance

A blast-radius ceiling: designing the rule that stops a 3am mistake

One misconfigured rule can send millions of pushes at three in the morning. The ceiling is the rule that refuses to let it, and its design is mostly about who can raise it.

· 4 min read

Data

Bring your own provider: the economics of messaging at scale

A platform that resells messages has an interest in your volume. One that meters orchestration has an interest in your outcomes. The arithmetic of that difference at scale.

· 4 min read

Engineering

How the 30-day journey simulation works, and what it catches before a send

A simulation replays thirty days of real events through a draft journey and reports the exact people, messages and suppressions, without sending anything. How it is built and what it finds.

· 4 min read

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