Once I had that data mapped, I could plan out actionable ideas to improve operational efficiency, expand features, and grow the business. I considered the places we would want to potentially limit or expand information sharing between systems. Did we want personalization systems that tried to operate on the real-time state of the world at all times, or did we want personalization systems that acted more like a view adjustment on subsets of the data? How could we use various product and operational attributes in parts of the data flow to have operational as well as personalized input into what our customers experience? All of this thinking forced me to consider the structure of the business, the needs of the customer — both internal and external — and possible future evolutions. By doing this research and speculation, I was able to design a technology strategy that supported these factors into the future.