Entities and concepts
Customer Data Platform (CDP) offers multiple entities to support loading
marketing campaign information and broader inbound and outbound events
that occur between a customer and the brand. It helps in tracking a
customer’s activity with the brand, doing follow-up campaigns, and
reporting on campaign performances. CDP uses these entities for all
standard tracking, reporting, and segmentation in Metrics, Actions,
and 360 Profiles.
Entities
CDP supports this type of data by using the following entities:
Entity | Description |
|---|
Campaign | The actual concept of a marketing campaign. For example, VIP customer reactivation.
It can have multiple executions with different dates known as Dispatch and it can be
executed on different channels. |
Dispatch | The concept of a specific campaign executed on a specific date on a specific channel.
CDP provides Type and Subtype attributes with dispatch. For example,
AttributionStartDate attributes for Direct Mail campaigns are tied to a
specific execution of the campaign. |
Message | The concept of a version of a dispatch, which is similar to A/B testing’s variant and segment.
It contains the details at the most granular level for a specific execution of a specific campaign,
sent to a specific group of customers. For example, “Cost” for direct mail campaigns. |
Event | An event is anything that happens between the customer and the brand,
regardless of who initiated the contact. For example, CDP uses Events to
track visitor activity on the brand’s website. Events record
email clicks and open forms for the customer. Events are used to track use
cases. Events close the loop on marketing campaigns by
recording every interaction a customer had with the campaign and what
results it had. For example, email clicks, products viewed on the web,
products added to the cart, transactions. |
These entities have the following hierarchical relationship:
A campaign can contain multiple dispatches or a campaign has a 1:n
relationship with dispatch.
A dispatch can contain multiple messages or a dispatch has a 1:n relationship
with a message.
A message can have multiple events tied to them or none.
An event can be tied to no messages or messages that have a 0:n relationship
with the event.
Each level of hierarchy of CDP entities supports custom attributes.
You must know how each attribute ties to each level. If the entities provide
details about the overall campaign, add it to the Campaign entity.
If it provides information for one specific execution of a campaign and a
specific group of recipients of the campaign, add it to the Message entity.
For any ingestion of marketing campaign and custom event data, it is imperative
that you review your proposal with a CDP Product Manager to ensure that your
use cases are implemented.
Use case typology
The following table lists the use cases:
Use case | Description | Data requirement |
|---|
Simple interaction tracking | Tracks simple inbound and outbound interactions with the customer and surfaces
the interactions the brand had with the customer in the form of logs. This
manifests in two ways:
As events in the 360 Profiles application under the Journey timeline to
support better clienteling to enable the marketing team. As a part of the filter Performed an event in a time period in Actions.
This supports custom attributes as usual, but no hierarchy. For example,
ingestion of event data, surfacing of store visits for each customer, and
surfacing of support calls for each customer.
| Ingest and map the data to the Event entity. |
Marketing campaigns tracking | This tracks the events that append the previous use cases and considers the
concept of marketing campaigns as a whole for reporting on performances and
further filtering. On top of the previous manifestations, this adds:
Hierarchical organization of different types of events and campaigns for
ease of navigation in Metrics. Support for the Performed a campaign activity filter and its refinements
such as message name. Campaign performance reporting through query-based reports. Detailed information in the 360 Profiles application’s Journey timeline.
For example, standard ingestion of Google Analytics data, standard ingestion
of Direct Mail data, ingestion of email data from ESPs that are not
supported by the standard connectors, ingestion of marketing attribution
provided by vendors other than Google Analytics such as Adobe Analytics, IBM
Coremetrics.
|
Ingesting custom campaigns and events
Entities and concepts
Customer Data Platform (CDP) offers multiple entities to support loading
marketing campaign information and broader inbound and outbound events
that occur between a customer and the brand. It helps in tracking a
customer’s activity with the brand, doing follow-up campaigns, and
reporting on campaign performances. CDP uses these entities for all
standard tracking, reporting, and segmentation in Metrics, Actions,
and 360 Profiles.
Entities
CDP supports this type of data by using the following entities:
Entity | Description |
|---|
Campaign | The actual concept of a marketing campaign. For example, VIP customer reactivation.
It can have multiple executions with different dates known as Dispatch and it can be
executed on different channels. |
Dispatch | The concept of a specific campaign executed on a specific date on a specific channel.
CDP provides Type and Subtype attributes with dispatch. For example,
AttributionStartDate attributes for Direct Mail campaigns are tied to a
specific execution of the campaign. |
Message | The concept of a version of a dispatch, which is similar to A/B testing’s variant and segment.
It contains the details at the most granular level for a specific execution of a specific campaign,
sent to a specific group of customers. For example, “Cost” for direct mail campaigns. |
Event | An event is anything that happens between the customer and the brand,
regardless of who initiated the contact. For example, CDP uses Events to
track visitor activity on the brand’s website. Events record
email clicks and open forms for the customer. Events are used to track use
cases. Events close the loop on marketing campaigns by
recording every interaction a customer had with the campaign and what
results it had. For example, email clicks, products viewed on the web,
products added to the cart, transactions. |
These entities have the following hierarchical relationship:
A campaign can contain multiple dispatches or a campaign has a 1:n
relationship with dispatch.
A dispatch can contain multiple messages or a dispatch has a 1:n relationship
with a message.
A message can have multiple events tied to them or none.
An event can be tied to no messages or messages that have a 0:n relationship
with the event.
Each level of hierarchy of CDP entities supports custom attributes.
You must know how each attribute ties to each level. If the entities provide
details about the overall campaign, add it to the Campaign entity.
If it provides information for one specific execution of a campaign and a
specific group of recipients of the campaign, add it to the Message entity.
For any ingestion of marketing campaign and custom event data, it is imperative
that you review your proposal with a CDP Product Manager to ensure that your
use cases are implemented.
Use case typology
The following table lists the use cases:
Use case | Description | Data requirement |
|---|
Simple interaction tracking | Tracks simple inbound and outbound interactions with the customer and surfaces
the interactions the brand had with the customer in the form of logs. This
manifests in two ways:
As events in the 360 Profiles application under the Journey timeline to
support better clienteling to enable the marketing team. As a part of the filter Performed an event in a time period in Actions.
This supports custom attributes as usual, but no hierarchy. For example,
ingestion of event data, surfacing of store visits for each customer, and
surfacing of support calls for each customer.
| Ingest and map the data to the Event entity. |
Marketing campaigns tracking | This tracks the events that append the previous use cases and considers the
concept of marketing campaigns as a whole for reporting on performances and
further filtering. On top of the previous manifestations, this adds:
Hierarchical organization of different types of events and campaigns for
ease of navigation in Metrics. Support for the Performed a campaign activity filter and its refinements
such as message name. Campaign performance reporting through query-based reports. Detailed information in the 360 Profiles application’s Journey timeline.
For example, standard ingestion of Google Analytics data, standard ingestion
of Direct Mail data, ingestion of email data from ESPs that are not
supported by the standard connectors, ingestion of marketing attribution
provided by vendors other than Google Analytics such as Adobe Analytics, IBM
Coremetrics.
|
Acquia CDP