Channel Domain

The Channel domain represents the methods, pathways, and networks through which an organization delivers its products and services to customers. It provides a structured approach for modeling distribution networks, channel partners, channel integration approaches, and omnichannel strategies.

Schema Version: 2.1
Schema Location: /schemas/channel.schema.json
Specification: JSON Schema Draft-07

Overview

What is the Channel Domain?

The Channel domain captures the routes through which products and services reach customers, enabling channel-centric analysis that drives strategic planning, operational efficiency, and customer reach. The domain covers:

• Distribution Networks — Facilities and routes for delivery
• Channel Partners — External entities in the distribution ecosystem
• Channel Integration — Connections between different channels
• Omnichannel Strategy — Unified customer experience approach

This domain extends the Orthogramic Metamodel by focusing on the pathways through which customer relationships are established and maintained.

Purpose and Value

The Channel domain enables architects and planners to:

• Model distribution networks — Analyze complete channel structure
• Map partnerships — Connect channel partners to strategic value
• Support decisions — Enable data-driven channel optimization
• Drive experience — Improve customer experience through integration
• Measure performance — Track reach, cost, revenue, and profitability

For Data Engineers

The Channel domain maps directly to sales and distribution data:

• Distribution Network → Location/facility dimension
• Channel Partner → Partner master data
• Channel Performance → Sales fact tables
• Omnichannel → Customer journey data
• Channel Revenue → Revenue by channel metrics

Core Components

The Channel domain uses interconnected distribution elements:

1. Distribution Networks: Physical and digital delivery infrastructure
2. Channel Partners: External entities extending market reach
3. Channel Integration: Seamless connections between channels
4. Omnichannel Strategy: Unified customer experience

Domain Attributes

Core Attributes

Attribute	Type	Description	Required
channelID	String	Unique identifier for channel element	✓
title	String	Name or title of the channel	✓
description	String	Detailed explanation	✓
channelType	Enum	Classification of channel approach
orgUnitTitle	String	Organization unit responsible
orgUnitRoles	Array[String]	Roles managing channel
channelReach	Object	Geographic and market reach
customerSegmentsServed	Array[String]	Customer segments addressed
productCategoriesCovered	Array[String]	Products distributed
channelVolume	Object	Transaction and unit volumes
channelRevenue	Object	Revenue by channel type
channelCost	Object	Cost structure and components
channelMargin	Object	Margin by channel type
channelPartners	Array[Object]	Partner relationships
channelPerformance	Object	Performance metrics and gaps
channelMaturity	Object	Maturity assessment
channelRisks	Array[Object]	Risk factors
channelStrategy	Object	Strategic priorities
strategicAlignment	Object	Alignment with objectives
dependencies	Array[Object]	Dependencies on other domains

Enumeration Values

Channel Type (channelType)

Value	Description	Example
Direct	Direct to customer	E-commerce, owned stores
Indirect	Through intermediaries	Retailers, distributors
Hybrid	Mix of direct and indirect	Multi-channel
Digital	Online channels	Web, mobile, marketplace
Physical	Brick and mortar	Retail stores

Channel Maturity (channelMaturity)

Value	Description
Initial	Basic channel presence
Developing	Growing channel capabilities
Managed	Controlled channel operations
Advanced	Optimized channel performance
Optimized	Continuous improvement

Partner Type (partnerType)

Value	Description	Example
Retail Chain	Multi-location retailer	Big-box stores
Distributor	Wholesale distribution	Regional distributors
Online Marketplace	Digital platform	Amazon, eBay
Value-Added Reseller	Solution provider	Technology VARs
Agent	Sales representative	Independent agents
Franchise	Franchised operations	Franchise network

Distribution Network Elements

Attribute	Type	Description
networkID	String	Unique identifier
networkTitle	String	Name of distribution network
networkType	Enum	Type: Retail, Wholesale, Direct, Digital
facilities	Array[Object]	Facilities in network
geographicCoverage	Object	Geographic reach
capacityMetrics	Object	Capacity and utilization
costPerformance	Object	Cost metrics
serviceLevel	Object	Service performance

Channel Partner Elements

Attribute	Type	Description
partnerID	String	Unique identifier
partnerName	String	Name of partner
partnerType	Enum	Classification
relationshipStrength	Enum	Relationship quality
coverageContribution	String	Market coverage provided
strategicImportance	String	Strategic value
partnerPerformance	Object	Performance metrics
partnerAgreements	Array[Object]	Commercial agreements
partnerRisks	Array[Object]	Partner-related risks

Channel Integration Elements

Attribute	Type	Description
integrationID	String	Unique identifier
integrationTitle	String	Name of integration
channelsIntegrated	Array[String]	Channels connected
integrationType	Enum	Type: Data, Process, Experience, Full
integrationTechnologies	Array[Object]	Technologies used
integrationChallenges	Array[Object]	Implementation issues
performanceMetrics	Array[Object]	Success measures

Omnichannel Strategy Elements

Attribute	Type	Description
strategyTitle	String	Name of omnichannel strategy
strategyDescription	String	Detailed description
channelsIncluded	Array[String]	Channels in scope
customerJourneyMapping	Object	Experience design
channelRoles	Array[Object]	Purpose of each channel
channelTransitionPoints	Array[Object]	Handoff management
consistencyManagement	Object	Uniformity approach
dataUnification	Object	Information integration
inventoryVisibility	Object	Stock management
implementationRoadmap	Object	Execution plan

Domain Relationships

The Channel domain integrates with other metamodel domains:

Target Domain	Relationship Type	Description
Customer	Delivery	Channels serve customer segments
Products	Distribution	Products distributed through channels
Services	Delivery	Services delivered via channels
Strategy	Alignment	Channel strategy supports objectives
Finance	Revenue	Channel revenue and costs tracked
Performance	Measurement	Channel KPIs tracked
Technology	Enablement	Technology enables channels
Organization	Ownership	Org units manage channels
Supply Chain	Fulfillment	Supply chain enables channel delivery
Market	Reach	Channels provide market access

Examples

Example 1: Multi-Brand Retail Distribution Network

{
  "channelID": "CHAN-RETAIL-001",
  "title": "Multi-Brand Retail Distribution Network",
  "description": "Comprehensive distribution network for consumer electronics through owned retail locations, partner stores, and online marketplace presence",
  "channelType": "Hybrid",
  "orgUnitTitle": "Retail Distribution Division",
  "orgUnitRoles": ["Retail Distribution Director", "Channel Partner Manager", "Store Operations Lead"],
  "channelReach": {
    "regions": ["North America", "Europe", "Asia-Pacific"],
    "countries": ["United States", "Canada", "United Kingdom", "Germany", "Japan", "Australia"],
    "coverageType": "multi-tiered",
    "expansionPlans": "Targeted expansion in emerging Southeast Asian markets planned for 2026"
  },
  "customerSegmentsServed": ["Tech Enthusiasts", "Professional Users", "Mainstream Consumers"],
  "productCategoriesCovered": ["Flagship Smartphones", "Tablets", "Wearables", "Audio Accessories"],
  "channelVolume": {
    "transactions": "4.2 million monthly",
    "unitsSold": "5.8 million monthly",
    "growthRate": "14% year-over-year",
    "seasonalPatterns": "30% volume increase during Q4 holiday season"
  },
  "channelRevenue": {
    "totalRevenue": "$785M quarterly",
    "revenueByType": [
      {"channelType": "Owned Retail", "revenuePercentage": 45},
      {"channelType": "Partner Locations", "revenuePercentage": 32},
      {"channelType": "Online", "revenuePercentage": 23}
    ],
    "revenueGrowth": "16% year-over-year"
  },
  "channelCost": {
    "totalCost": "$312M quarterly",
    "costComponents": [
      {"componentName": "Store Operations", "amount": "$142M", "percentage": 45.5},
      {"componentName": "Partner Commissions", "amount": "$87M", "percentage": 27.9},
      {"componentName": "Logistics & Fulfillment", "amount": "$64M", "percentage": 20.5},
      {"componentName": "Channel Marketing", "amount": "$19M", "percentage": 6.1}
    ]
  },
  "channelMargin": {
    "overallMargin": "60.3%",
    "marginByType": [
      {"channelType": "Owned Retail", "marginPercentage": 62.5},
      {"channelType": "Partner Locations", "marginPercentage": 54.8},
      {"channelType": "Online", "marginPercentage": 65.2}
    ]
  },
  "channelPartners": [
    {
      "partnerName": "Premium Electronics Retailers Group",
      "partnerType": "Retail Chain",
      "relationshipStrength": "High",
      "coverageContribution": "1,200 locations across major markets",
      "strategicImportance": "Critical for mainstream market presence"
    },
    {
      "partnerName": "TechDirect Marketplace",
      "partnerType": "Online Marketplace",
      "relationshipStrength": "Medium",
      "coverageContribution": "Access to 35M monthly active users",
      "strategicImportance": "Growing channel for digital-first customers"
    }
  ],
  "channelPerformance": {
    "keyMetrics": [
      {"metricName": "Conversion Rate", "overallValue": "8.2%", "benchmarkComparison": "2.1 points above industry average"},
      {"metricName": "Customer Satisfaction", "overallValue": "4.3/5.0", "benchmarkComparison": "Top quartile"},
      {"metricName": "Inventory Turnover", "overallValue": "12x annually", "benchmarkComparison": "30% faster than competitors"}
    ],
    "performanceGaps": [
      {"gapArea": "Click-to-delivery time", "currentPerformance": "3.2 days", "targetPerformance": "2.0 days"},
      {"gapArea": "Return processing", "currentPerformance": "8 days", "targetPerformance": "5 days"}
    ]
  },
  "channelStrategy": {
    "strategicPriorities": [
      "Seamless omnichannel experience across all touchpoints",
      "Optimized channel mix balancing reach, cost and customer experience",
      "Strategic partner development in high-growth markets"
    ],
    "investmentFocus": [
      {"focusArea": "Unified commerce platform", "investmentLevel": "High", "timeframe": "2025-2026"},
      {"focusArea": "Last-mile delivery optimization", "investmentLevel": "Medium", "timeframe": "2025-2027"}
    ]
  }
}

Example 2: Digital-First Channel Strategy

{
  "channelID": "CHAN-DIGITAL-001",
  "title": "Digital Commerce Channel",
  "description": "Direct-to-consumer digital channel including web, mobile app, and social commerce",
  "channelType": "Digital",
  "orgUnitTitle": "Digital Commerce Division",
  "channelReach": {
    "regions": ["Global"],
    "coverageType": "worldwide digital presence"
  },
  "channelRevenue": {
    "totalRevenue": "$180M quarterly",
    "revenueGrowth": "28% year-over-year"
  },
  "channelMargin": {
    "overallMargin": "68%"
  },
  "omnichannelStrategy": {
    "strategyTitle": "Customer-Centric Omnichannel Experience",
    "channelsIncluded": ["E-commerce", "Mobile app", "Physical retail", "Partner stores", "Social commerce"],
    "customerJourneyMapping": {
      "journeyFocus": "Purchase and fulfillment flexibility",
      "keyTouchpoints": ["Research online", "Try in-store", "Purchase anywhere", "Deliver anywhere"]
    },
    "dataUnification": {
      "unificationApproach": "Customer data platform",
      "keyDatasets": ["Customer profiles", "Purchase history", "Preferences"],
      "dataSynchronization": "Near real-time"
    }
  }
}

Implementation Guidelines

Channel Strategy Best Practices

1. Understand customers — Design channels around customer preferences
2. Optimize mix — Balance reach, cost, and experience
3. Integrate seamlessly — Create unified cross-channel experience
4. Measure performance — Track channel-specific and aggregate metrics
5. Manage partners — Develop strategic partner relationships

Channel Performance Framework

OpenMetadata Integration

For Data Platform Teams

When integrating with OpenMetadata, map Channel entities as follows:

Orthogramic Element	OpenMetadata Entity	Notes
Distribution Network	Database	Channel data source
Channel Partner	Table	Partner master data
Channel Performance	Dashboard	Channel dashboards
Sales Data	Table	Channel sales facts
Channel Metrics	Metric	Channel KPIs

# Example: Map Channel to OpenMetadata Dashboard
def create_channel_dashboard(channel):
    """
    Map Orthogramic Channel to OpenMetadata Dashboard
    """
    return {
        "name": channel["channelID"].lower(),
        "displayName": channel["title"],
        "description": channel["description"],
        "dashboardType": "channel",
        "owner": {"name": channel.get("orgUnitTitle", ""), "type": "team"},
        "tags": [
            {"tagFQN": f"ChannelType.{channel['channelType']}"}
        ],
        "charts": [
            {
                "name": "revenue_by_channel",
                "displayName": "Revenue by Channel Type",
                "chartType": "pie"
            },
            {
                "name": "channel_performance",
                "displayName": "Channel Performance",
                "chartType": "bar"
            }
        ]
    }

Schema Reference

• Repository: Orthogramic/Orthogramic_Metamodel
• Schema Location: /schemas/channel.schema.json
• Version: 2.1
• Specification: JSON Schema Draft-07
• License: Creative Commons Attribution-ShareAlike 4.0 (CC BY-SA 4.0)

---

Previous: Innovation Domain | Next: Social Change Domain