Abstract: Data-driven operating model (DDOM) systems and techniques are described to manage implementation, access, and promotion of digital services by a service provider system. In one example, the DDOM system includes a data aggregation module, a journey manager module and a segment manager module. The data aggregation module supports a unified data architecture that is then leverage by the journey and segment manager modules to support matrixed journey stage and segmentation of a data lake to provide insights that are not possible by a human being alone, that are usable to manage implementation, access, and promotion of digital services by a service provider system.