The document discusses designing entity-centric systems for achieving 360-degree views of customer interactions using HBase and Kiji, emphasizing the importance of storing both static and event-oriented data. It outlines the challenges of traditional star schemas and highlights the benefits of HBase, including improved performance for single-row lookups and flexibility in schema management. Additionally, it describes how to define row keys, handle known users, store event series, and evolve entity-centric systems over time.