Touchpoint
A touchpoint is one recorded contact between a person and the business: an ad click, a message either way, a form submission, a product sent, a payment. Attribution, follow-up timing and the customer timeline are all read from the list of touchpoints, which is why it is kept complete and never edited.
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Why append-only
A timeline you can edit is a timeline you cannot trust. Each touchpoint is written once, in the same transaction as the thing that caused it, and questions are answered by reading them — never by updating one.
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