Data Content Types
- Transaction
- Customer
- Product catalog
- Location
- Reward
- List
- Profile
- Generic Event
- Custom Question
Each of these types of data is described in brief below. For more complete information about the processes and formats used to transfer these types of data, refer to Batch File Integration, On Demand File Exchange, and Post-integration Maintenance and Monitoring.
Transaction
In the context of
Transaction data allows
Typical
Customer
Sometimes called Shopper data or Loyalty Member data, this data refers to our client’s customers.
Clients give
Product Catalog
The product catalog includes information for each individual product SKU or service supported by a client.
Use this file if you want to:
- Present SKU-specific and category-specific offers.
- Target on past purchases of specific SKUs or categories.
- Collect category preferences from Customers and target on them.
This file should always be the master file. All Product data will be overwritten on each file load.
Location
Includes store or sales channel information for each store.
This allows clients to target on store information, including store locations. For example, the zip code of stores can be compared to the zip code for loyalty program members to determine their proximity to a store for targeting.
Similar to the Product Catalog data load, this file should always be the master file. All store information will be overwritten on each file load.
Rewards
Point-based programs generate rewards, typically by converting points into rewards, such as gifts or gift cards.
Rewards refer to goods, gift cards, credits to a reward account, etc.
Rewards data (for example, Reward Export files) generally go to the client or a client-designated third party for fulfillment of the rewards.
List
Lists are fixed groups of customers as defined by their email addresses.
Most CRM and marketing systems treat customer groups as lists, so
Exchanges of list information typically involve handing lists from one system to another so that the recipient can perform an action based on the list.
Clients can import customer lists to be used for sending email within the CRMS or for reporting. Clients can also export customer lists to be used in external systems.
List data import includes email addresses. Because the email address serves as a unique identifier, it allows access any other existing customer data.
Profile
A profile is a set of business rules that defines a group of customers. A profile dynamically defines a customer segment by filtering a customer population with targeting parameters such as gender, location, prior purchases, etc. For example, a profile might comprise a set of demographic criteria that are used to filter one list of customers in order to define a new list.
Clients can define profiles in the CRMS and export profile information from the CRMS (for example, lists of customers who match a profile).
Generic Event
Use generic events to capture data about customer activities and
behavior beyond the
The generic event file includes event-related data that a client
provides to
- Identify specific events
- Collect data about customer actions performed during these events
- Target these customers (creating profiles) based on the collected event data.
In the context of
Generic Event data includes such information as:
- Event ID
- Event Reference tag name
- Subject
- Object
- Event Date and Time
- Master Value
The ability to target customers by event data adds a new dimension to your existing customer profiling tools and extends the reach of your marketing resources beyond the limits of traditional data sources.