Campaign Central
2025
Centralized campaign management for Balady Business merchants — lifecycle, subscriptions, AI-driven recommendations (mediated by a Sanitisation Service for PDPL compliance), POI + GIS integration, notifications, analytics.
The problem
Balady Business merchants run promotional campaigns — offers, discounts, seasonal pushes. Without a central authority, each campaign goes through its own ad-hoc rollout, scoring, and audience targeting. AI-driven recommendations need access to merchant + customer data, but PDPL forbids most direct exposure of personally-identifying customer details to AI systems.
The architecture
A centralized campaign-management platform with:
- Per-domain databases: campaigns, subscriptions, user-profile, business-profile + POI, aggregated-secured
- Three RabbitMQ queues isolating event types (campaign lifecycle, subscription state, recommendation pipeline)
- A Sanitisation Service mediating between customer-data sources and the AI recommender — strips identifiers, redacts personal attributes, applies the consent-validation gate before any record reaches the AI tier
- POI + GIS integration for location-aware audience targeting
- Notification Hub integration for campaign comms
Outcome
Merchants get a single canonical surface for campaign management. The Sanitisation Service ensures AI recommendations are produced without exposing raw citizen data — PDPL-compliant by construction.