Selecting content

Content step

Once that configuration is done, we can go to the “Content” step :

The Content step works similarly to the Audience step. The default and only mandatory content is “Customer Attributes”. Additional content models (i.e. sources) can be added as required. For each content source, attributes from that source can be added or removed as needed.

Note that some execution channels may not support the full extent of Customer Data Platform (CDP) content, so the flow & what you can select in this step might differ. See the section “Execution channel specific information” for more details for each channel.

CDP provides 2 types of data elements for you to leverage in your campaigns : Customer Attributes and Content Models, described below.

Customer Attributes

Those are the customer attributes/calculations available for content selection. You can think of those as all the content that are tied one-to-one with your customers, e.g. : age, gender, preferred store, preferred brand, etc… They can be either attributes that you send to CDP via the standard customer feed (e. g. gender, address, etc…), or calculations made by CDP based on the transaction and interaction data (e.g. last transaction revenue, lifetime value, etc…).

Content Models

You can think of those as the set of entities that have a one-to-many relationship with your customers, e.g. : the last products they browsed, the last products they purchased, the list of recommended products, etc…You can add elements from those to the selected content just like any other data elements, and they will appear under their own subsection of the “Select Content” section (see screenshot below).

For a given content model, you will see the list of attributes available for selection. For any content model that returns products, this will be the list of available attributes on the Product object. You can select the attributes appropriate for your campaign.

You can only add one content model per campaign. You can combine it with as many customer attributes as you would like. This is because content models explode the result set from one output record per master customer (1:1) to multiple output records per master customer (1:n).

Just as noted in the Audience step, the list shown in the content step will include all the standard attributes and content models that come out-of-the-box with CDP, along with any custom attributes and content models configured for your tenant by your CDP implementation team.

In our example, we choose to extract the following data elements (screenshot below) :

  • Customer Attributes :

    • Email address

    • First Name

    • Closest Store

    • Primary Brand

  • Content Models :

    • Last Abandoned Products - Image URL

    • Last Abandoned Products - Product URL

    • Last Abandoned Products - Product Name

    • Last Abandoned Products - Product Description

Be forewarned, that content models by default filter the audience. If a member of an audience does not qualify for the content model (e.g. no abandoned products), then they will be dropped from the campaign.


Refinements are an additional set of conditions that can be applied on top of the content model that you selected. You can add refinements to content models by clicking on the upside down pyramid button below the content model you applied.

In the example above, if you wanted to limit the content to abandoned products in the “Tops” product category, you can apply that refinement like below. Only Tops products and customers that abandoned a Tops product will be output.

Adding new content to an existing campaign

Once a campaign has executed once, its content is fixed and therefore cannot be removed or reordered. Content is generally ordered by (1) source and (2) time of addition. New content can be added to existing campaigns, but it will be appended to the end of the existing content. If an existing campaign is cloned, content may be reordered in the copy of the campaign so that the content is grouped by source. We therefore recommend that for downstream destinations that heavily rely on output column order, that you clone previously executed campaigns before adding additional content.

Next steps

To learn what elements can be included in the content of your campaign, please refer to this article : List of standard content elements

Or you can go directly to the next step in the setup of your campaign, and read the following article : Selecting your destination