[00098345]

This is good but please, to preserve your own sanity, first design the table struct properly to capture all attributes you can think of in separate columns and add the appropriate primary key. Then add the extra JSON(B) column for unforeseen data. Keep iterating till the table is still small.

[tgarma1234]

You will never think of all the attributes anymore. For example 8 months later you want to score your contacts based on derived or imputed values. Who knows what you will want to slap in there when you scale up to 5 billion rows and start including click data from your website for example... there are basics from relational concepts that are obvious, which is why you are using postgres in the first place but table structure is not one of them.

[teraflop]

"I might want to add more columns later" is not a good justification for avoiding a relational model. If you realize that you want an additional column, just run an ALTER TABLE statement.

[knucklesandwich]

Totally agreed. Some people have an unreasonable fear of migrations (not to try to put words in the above poster's mouth, just pointing out something that I've noticed). You generally shouldn't worry about migration-related downtime with Postgres if you're not using table constraints, using columns with defaults, or changing a column's type. There are very few migration procedures that require something like a table rewrite these days, or even an index rebuild.

[collyw]

Migrations are a pain in the arse. But not as much as trying to maintain a "schemaless" app.