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An MSO Cloud tenant is not one fixed product: it is composed from plugins, and each plugin resolves to one of six metric pillars. Two organizations with different plugin sets run different products on the same platform, and their data never blends across the three data planes (first-party marketplace, first-party marketing, third-party market intelligence).
What it is#
An organization's plugin set decides which pillars are active; the active pillars decide which dashboards, morning-brief rules and decision-engine surfaces the organization actually sees.
flowchart LR
subgraph Plugins
P1[Marketplace connectors]
P2[Marketing connectors]
P3[Social intelligence]
P4[Market intelligence]
P5[Content intelligence]
P6[Decision engine]
end
subgraph Pillars
E[ecom]
M[marketing]
C[crm]
S[social]
K[market]
A[audience]
end
P1 --> E
P2 --> M
P2 --> C
P3 --> S
P4 --> K
P5 --> A
E --> SUR[Dashboards, briefs, decisions]
M --> SUR
C --> SUR
S --> SUR
K --> SUR
A --> SUR
P6 --> SURBeside the pillar-bearing shapes sits a second family: a workspace that runs on datasets the organization declares itself, with a domain layer — human resources, finance or warehouse — stacked on top. Those layers carry no pillar.
A blueprint is the starting shape a super admin picks when provisioning an organization: it names the pillars the organization runs, the plugins it installs, the dashboard templates it ships with, and the menu items each role starts with. An administrator can change any of it afterward.
| Blueprint | What it starts as |
|---|---|
| Standard commerce | Marketplace connectors and core analytics on the eCom pillar |
| Standard dashboard pack | The same eCom base plus a fixed report pack, granted to editor and viewer by default |
| Marketing analytics | Marketing, CRM and market pillars: ads, web analytics, search console, sheet-fed sources, and the decision loop, with marketplace connectors turned off |
| Market data only | The market pillar alone, with marketplace connectors turned off and commerce navigation hidden |
| Customer conversations | The audience pillar: a social-listening corpus delivered as a presentation deck rather than an operational dashboard |
| Organization datasets | A pillar-free base: the organization brings its own datasets through a spreadsheet connector and asks the data assistant about them |
An HR workspace and a finance workspace are both the organization-datasets base plus a domain layer, not separate products; a warehouse domain layer exists the same way. Most production tenants combine several pillars at once — marketplace orders plus marketing spend, for example — and each pillar still resolves independently.
How it works#
Marketplace / eCom organization. Plugins: the marketplace connector family (TikTok Shop, Shopee, Lazada, CSV import for Shopee/Lazada, warehouse (planned)), plus optional standard dashboards, live-commerce reporting, service-case handling and outbound activation. Pillar: ecom, the platform default — it turns on as soon as the organization has a live marketplace connector or any order history. Surfaces: orders, products, inventory, the creator directory, the commerce performance report, settlement report, live commerce report, cohort/RFM/KOL report, and data validation — the platform's money plane, checked by an automated reconciliation gate. The morning brief's eCom pack covers GMV, margin, inventory, creator performance and returns. The off-take decision loop runs end to end here, measured against the organization's own order history.
Marketing organization. Plugins: the marketing connector family (Google Ads, Meta Ads, TikTok Ads, Shopee Ads, GA4, Google Search Console, Google Sheets, LinkedIn Page, Brevo) plus Marketing Performance. Pillars: marketing (spend, web analytics, search) and crm (leads and deals — a partial pillar; a metric abstains rather than guessing when a lead or deal feed is not connected). Surfaces: Marketing Performance, covering KPI pacing, spend, web and search behavior, leads, campaigns, email and social channel figures. A marketing organization points the definable-conversion registry at leads, deals or deal value instead of orders or GMV, and the same decision loop and reconciliation run against that chosen conversion.
Social / content-intelligence organization. Plugins: social intelligence (third-party social listening) and content intelligence (a client-approved audience corpus and delivery decks). Pillars: social is a third-party signal, used only to form a hypothesis, never to score a KPI. audience is treated as first-party even though the underlying feed is a third-party crawl, because it is a client-approved deliverable, and it sits inside the same reconciliation gate as orders and ad spend. Surfaces: the Social Intelligence hub, and for content-intelligence organizations the taxonomy studio and the Layout Studio for deck authoring; delivery decks are saved dashboards, not a separate nav item. A content-intelligence corpus deck is excluded from the morning brief by design — it is a delivered document, not an operational surface. Social signals can feed a playbook's diagnostic step as supporting evidence, never as the measured outcome.
Market-intelligence organization. Plugin: market intelligence, fed by third-party market-estimate connectors and the shared social-listening feed. Pillar: market, third-party category, competitor and combo estimates. Every number here carries an estimate label and is excluded from the first-party reconciliation gate, because a market estimate has no external ground truth to reconcile against. Surfaces: the Market Intelligence hub, market trends, competitors, market creators (with a human review queue for the creator-versus-brand-account classifier), products and opportunities, livestream, and the raw market-intel data view; every page badges its numbers as estimates. Market estimates never become a first-party KPI or a measured decision outcome — they can inform a recommendation's reasoning, never validate it.
Dataset workspace organization: HR, finance, warehouse. Plugins: the Google Sheets connector plus the data assistant; every marketplace connector is off. Pillars: none of the six. A dataset workspace runs on datasets the organization declares itself, and its domain layer — hr, finance or warehouse — carries the standard for that domain as versioned data: the field set, the derived measures, the dashboard pages and the morning-brief legs. Activating the layer installs that standard; nothing is written per customer. An HR workspace opens eight pages, a finance workspace four, a warehouse workspace four. hr and warehouse each declare a reader and grant the Briefing surface; finance declares neither yet, so a finance-only workspace paints no Briefing entry at all rather than an empty page. There is no decision-engine lever here: the platform sends no command into an HR or ERP system and has no measured response variable comparable to off-take, so the decision engine abstains instead of falling back to commerce levers.
Composed shapes. An organization's shape is a stack, not a single choice: one base workspace plus zero or more domain layers. A domain layer composes onto any base — a commerce organization that also runs a warehouse activates the warehouse layer on top of its commerce base and reads both, rather than moving to a different workspace type. A layer may lower the stack's answer, never raise it: signals and the morning brief fold across the stack, the base decides first, and any layer that says "no brief here" wins. Three stacks ship as ready-made shapes in the provisioning picker — HR workspace, finance workspace and warehouse workspace, each the dataset workspace plus one layer. A stack the picker does not offer is a missing declaration, not a missing feature.
Mixed organization. Most production tenants run several pillars at once — marketplace orders plus marketing spend plus market estimates, for example. Each plugin still resolves independently to its own pillar, surfaces, brief pack and decision measurement; the three data planes (first-party marketplace, first-party marketing, third-party market intelligence) never mix regardless of how many are turned on for one organization. A super admin seeds the initial plugin set for a new organization from a blueprint, and can enable additional plugins per organization afterward.
What it reads and what it never reads#
Each shape reads only the pillars its own plugins turn on: an organization not running marketing sees no marketing metric, no matter who is viewing. The three data planes never mix — a first-party marketplace number, a first-party marketing number and a third-party market estimate are never summed or substituted for one another. Connectors belong to five connector families: marketplace, marketing and market intelligence feed the three planes; organization datasets and customer discussion carry first-party data of their own kind and are not additional planes (Connectors and data planes). A domain layer's dataset is scoped to the organization declaring it; it never reads another organization's dataset, even under the same industry pack.
Limits#
A layer may only narrow what the stack shows, never widen it past what the base already grants. The provisioning picker offers a fixed set of ready-made stacks; a shape outside that set is a missing declaration rather than something an admin can improvise from the UI. Three blueprint keys (HR workspace, finance workspace, warehouse workspace) resolve as aliases for the dataset workspace plus one domain layer rather than separate products.