Session history rehydration

Description

The pattern that loads a customer's relevant history into a decision at the moment the decision is made: pre-conversion events backfilled into a newly-stitched identity, full activity history attached to a sales handoff payload, prior session context surfaced to a personalization rule. Distinct from memory and recall because rehydration is the at-decision read pattern rather than the editorial layer that decides what to remember.

Common failure modes

• 01Rehydration window set too narrow, so decisions are made against the most recent slice of behavior while the relevant history sits just outside the window
• 02Read latency exceeds the decision budget, so the recipe falls back to the no-history path even though the history exists
• 03Rehydration pulls every event regardless of relevance, leaving downstream consumers to filter through noise the rehydration layer should have removed
• 04History rehydrated without consent state attached, so events captured under a now-withdrawn consent grant inform decisions they shouldn't

Tools for this pattern

The capability a stack needs to run this pattern, and the vendors that provide it, on Martech Stack Builder.

• NeedsReal-time Profile API
• RelatedData Unification / Profile Stitching

Recipes composing this pattern