🧩 dtorreshaus — Composable CDP

A real ecommerce store turned into a modular, open-source Customer Data Platform. Every piece is swappable, every data point flows end-to-end.

🌐 Store: https://dtorreshaus.com 📊 Stack: GTM SS → RudderStack → PostgreSQL → dbt → HubSpot

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🗺️ Architecture

┌─────────────────┐     ┌───────────────────┐     ┌─────────────────┐
│   Frontend      │     │  GTM Server Side  │     │   RudderStack   │
│   React + Vite  │────▶│  sst.dtorreshaus  │────▶│   Data Plane    │
│   Wompi Checkout│     │  (Docker / EC2)   │     │   (self-hosted) │
└─────────────────┘     └───────────────────┘     └────────┬────────┘
                                                           │
                                                           ▼
┌─────────────────┐     ┌───────────────────┐     ┌─────────────────┐
│   HubSpot CRM   │◀────│  Reverse ETL      │◀────│   PostgreSQL    │
│   (Contacts)    │     │  (Python Script)  │     │   Warehouse     │
└─────────────────┘     └───────────────────┘     └────────┬────────┘
                                                           │
                                                           ▼
                                                  ┌─────────────────┐
                                                  │   dbt Models    │
                                                  │   Star Schema   │
                                                  │   (ELT Layer)   │
                                                  └─────────────────┘

Why "Composable"?

Each block in the CDP uses an independent tool. Want to swap RudderStack for Segment? Just reconnect. Want to replace HubSpot with Salesforce? Just change the Reverse ETL script. Nothing is coupled; everything is composable.

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⚡ Data Pipeline — From click to CRM in 5 layers

#	Layer	Tool	What it does
1	Collection	GTM Server Side	Captures frontend events (page views, add to cart, purchase) with first-party data
2	Ingestion	RudderStack (self-hosted)	Receives the event stream and loads it into the warehouse
3	Storage	PostgreSQL	Local data warehouse where raw events land
4	Transformation	dbt	Redacts PII, anonymizes IPs, classifies devices, and builds a star schema
5	Activation	Reverse ETL (Python)	Pushes transformed users to the CRM (HubSpot) as contacts

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🔬 dbt Models — The transformation brain

ecommerce_elt/models/
├── sources.yml                # Raw source definitions
├── stg_page_view_clean.sql    # Staging: PII redaction + IP anonymization
├── stg_hubspot_contacts.sql   # Staging: HubSpot contacts normalization
└── fct_customer_journey.sql   # Fact table: Web + CRM JOIN → Star Schema

stg_page_view_clean — Data cleansing

-- PII redaction: censors emails exposed in URLs
REGEXP_REPLACE(page_location, 'email=[^&]+', 'email=[REDACTED]', 'g')

-- IP anonymization: strips the last octet
REGEXP_REPLACE(context_ip, '\.\d+$', '.0')

-- Device classification from User-Agent
CASE
    WHEN context_user_agent ILIKE '%Mobile%' THEN 'Mobile'
    WHEN context_user_agent ILIKE '%iPad%'   THEN 'Tablet'
    ELSE 'Desktop'
END AS device_category

fct_customer_journey — The fact table

Joins web traffic with CRM data to classify every user:

CASE
    WHEN c.hubspot_id IS NOT NULL THEN 'Lead'
    ELSE 'Visitor'
END AS user_status

Result: a dashboard-ready table that answers "Who visits my store and who is already a lead?"

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🏗️ Infrastructure

Docker Compose — Self-hosted RudderStack

# Spin up the entire ingestion stack
docker compose -f infra/rudderstack/rudder-docker.yml up -d

Includes: RudderStack Server, Transformer, PostgreSQL (jobs), MinIO (staging), and StatsD Exporter.

GTM Server Side — On EC2

# Deploy the GTM Server Side container with SSL
./setup-gtm-server.sh

Runs as a Docker container behind Nginx with Certbot SSL on sst.dtorreshaus.com.

CI/CD — GitHub Actions

on:
  push:
    branches: [ main ]

Automated pipeline: build frontend → deploy to EC2 → setup GTM Server → copy assets.

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🛒 The Ecommerce (The data source)

The real store that generates all the pipeline events.

Component	Details
Frontend	React 18 + Vite 5
Backend	Express + Prisma (PostgreSQL)
Payments	Wompi — Nequi, Cards, PSE (Colombia)
Products	136 products across 10 categories
Hosting	AWS EC2 (Ubuntu) + Nginx + PM2
SSL	Certbot (Let's Encrypt)

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🚀 Quick Start

1. Clone and run the ecommerce

git clone https://github.com/atikakernel/dtorreshaus.git
cd dtorreshaus
npm install
npm run dev          # Frontend at http://localhost:5173

2. Spin up the data stack

# RudderStack + PostgreSQL warehouse
docker compose -f infra/rudderstack/rudder-docker.yml up -d

# Simulate browsing events
python simulador.py

3. Transform with dbt

cd ecommerce_elt
dbt run             # Run staging + fact table models
dbt test            # Validate data integrity

4. Activate data → CRM

# Reverse ETL: push clean users to HubSpot
python reverse_etl.py

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📂 Project Structure

dtorreshaus/
├── src/                          # Frontend — React + Vite
│   ├── components/
│   │   └── Checkout.jsx          # Checkout with Wompi
│   ├── services/api.js           # API client
│   └── App.jsx                   # Main component
│
├── backend/                      # API — Express + Prisma
│   ├── server.js
│   ├── routes/
│   └── prisma/                   # DB schema
│
├── ecommerce_elt/                # ⭐ dbt Project (ELT Layer)
│   └── models/
│       ├── stg_page_view_clean.sql
│       ├── stg_hubspot_contacts.sql
│       └── fct_customer_journey.sql
│
├── infra/
│   └── rudderstack/
│       ├── rudder-docker.yml     # Docker Compose — Data Plane
│       └── workspaceConfig.json
│
├── simulador.py                  # Event generator → RudderStack
├── reverse_etl.py                # PostgreSQL → HubSpot (Activation)
├── verify_fct.py                 # Star Schema verification
├── setup-gtm-server.sh           # GTM Server Side deploy on EC2
├── run_ec2_deploy.sh             # Backend deploy on EC2
│
├── .github/workflows/
│   └── deploy.yml                # CI/CD: GitHub Actions → EC2
│
└── docs/
    └── DEPLOYMENT.md             # Full deployment guide

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🛠️ Tech Stack

Layer	Technology
Collection	Google Tag Manager Server Side
Ingestion	RudderStack (self-hosted, Docker)
Warehouse	PostgreSQL 15
Transformation	dbt Core
Activation	Python (Reverse ETL → HubSpot API)
Frontend	React 18, Vite 5
Backend	Node.js 18, Express, Prisma
Payments	Wompi (Nequi, Cards, PSE)
Infra	AWS EC2, Nginx, PM2, Certbot
CI/CD	GitHub Actions

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💡 Key Concepts Demonstrated

• ✅ Composable CDP — Every piece of the stack is independently replaceable
• ✅ First-party data collection — GTM Server Side, no third-party cookie dependency
• ✅ Data governance — PII redaction and IP anonymization at the transformation layer
• ✅ Star Schema — Fact table joining web analytics with CRM data
• ✅ Reverse ETL — Transformed data activated back into the CRM
• ✅ Self-hosted stack — RudderStack and PostgreSQL run locally, zero vendor lock-in
• ✅ Infrastructure as Code — Docker Compose + setup scripts + automated CI/CD
• ✅ Real ecommerce — Not a demo — a live store with real payments in Colombia 🇨🇴

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📞 Contact

Diego Castellanos — Data Engineer

• 🔗 GitHub: atikakernel
• 🌐 Store: dtorreshaus.com

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© 2025 dtorreshaus — Composable CDP for Ecommerce 🇨🇴