Audience attributes¶
Audience attributes are available from a series of standard tables that are generated by Amperity based on your data sources and how you have applied semantic tags to that data.
Some audience attributes represent consolidated views of your customers, while others are based on predictive modeling and other calculations that are part of Amperity and provide a series of specific attributes that you can use to define high-value segments for use with downstream campaigns.
This topic describes all of the audience attributes that are available from standard tables.
Campaigns¶
The following types of campaign attributes are made available by standard output:
Campaign recipients¶
Campaign recipient attributes provide a record of campaigns that were sent from Amperity. Each campaign is associated with the segment that was used to build the audience (including control groups, treatment group, and sub-audiences), the campaign launch date, and any destination to which the campaign was sent.
The following attributes are available from the Campaign Recipients table.
Attributes |
Description |
|---|---|
Campaign ID |
The unique ID for a campaign. |
Campaign name |
The name of the campaign. |
Campaign type |
A campaign is a message or offer that is sent to a specific group of customers or recipients. A campaign may be one of the following types:
A one-time campaign represents a specific campaign message that is configured to be sent only once. A recurring campaign is sent automatically based on an updated/refreshed audience that a customer wants to receive in their outbound destination or a state change, such as an accepted return, a change to a loyalty program, or an alert based on credit card status, with a predefined campaign message and cadence to a list of recipients. |
Database ID |
The unique ID for the database. |
Database name |
The name of the database. |
Dataset version |
A unique ID for the dataset used with this set of campaign recipients. |
Delivery datetime |
The date and time at which the associated campaign ID was delivered to the destination. |
Destination ID |
The unique ID for a destination. |
Destination name |
The name of the destination to which the associated campaign ID was sent. |
Is control |
A flag that indicates if the Treatment ID represents a control group. |
Launch datetime |
The date and time at which the associated campaign ID was sent from Amperity to its downstream workflow. |
Segment ID |
The unique ID for the segment that generated the list of recipients for the associated campaign ID. |
Segment name |
The name of the segment used with the associated campaign ID. |
Treatment ID |
The ID for the treatment group to which the associated campaign was sent. |
Treatment name |
The name of the treatment group to which the associated campaign was sent. One or more treatment groups, along with a control group, are used to measure the quality of a campaign. |
Workflow ID |
The unique ID for the workflow that managed the associated campaign. |
Customers¶
Customer attributes are a series of flags that identify if individuals can be contacted, if individuals have a known email address, physical address, or phone number, along with a series of flags that help you identify individuals that you may not want to include in your marketing campaigns.
The following attributes are available from the Customer Attributes table.
Attributes |
Description |
|---|---|
Contactable address |
A flag that indicates if a customer can be contacted by a physical mailing address. |
Contactable email |
A flag that indicates if a customer can be contacted by an email address. |
Contactable global |
A flag that indicates if a customer can be contacted by phone number, email address, or physical mailing address. |
Contactable phone |
A flag that indicates if a customer can be contacted by phone. |
Customer classifications |
A string that contains all of the classifications for a customer. For example: |
Customer type |
The type of user: “customer” or “prospect”. A customer has a historical revenue relationship with a brand. A prospect does not have a revenue relationship with a brand. |
Historical purchaser lifecycle status |
The status for a customer, based on their history and recency of interactions a brand. Possible values: “active”, “lapsed”, and “dormant”. Customer states are defined as “active”, “lapsed”, “dormant”, and “prospect”. Purchase behaviors are assigned across a 5 year window. A customer who has purchased within the previous 365 days (1 year) is assigned to “active” and within the previous 730 days (2 years) is assigned to “lapsed”. A customer who has not purchased within 2 years is assigned to “dormant”. |
Historical prospect lifecycle status |
The status for a customer who does not have a purchase history with your brand. A prospect is a potential customer to whom you may want to conduct marketing activity. Possible values: “prospect”. |
Is business |
A flag that indicates if a customer has purchased items for business use. |
Is employee |
A flag that indicates if a customer has been an employee of the brand at any time. |
Is employee current |
A flag that indicates if a customer is a current employee of the brand. |
Is gift giver |
A flag that indicates if a customer has purchased items as gifts. |
Is outlier |
A flag that indicates if the customer has abnormally high purchase behaviors in comparison to other purchasers. |
Is reseller |
A flag that indicates if the customer is a known or likely reseller of a product. |
Is test account |
A flag that indicates if the customer is a known test account for a brand. |
Marketable address |
A flag that indicates if a customer has a marketable physical mailing address and has given permission to be contacted. |
Marketable email |
A flag that indicates if a customer has a marketable email mailing address and has given permission to be contacted. |
Marketable global |
A flag that indicates if a customer has a marketable phone number, email address, or physical mailing address and has given permission to be contacted. |
Marketable phone |
A flag that indicates if a customer has a marketable phone number and has given permission to be contacted. |
Lifecycle events¶
Lifecycle events enable the use of event-driven customer behaviors within segments and campaigns by providing a set of attributes that combine predictions for customer behaviors with transaction details.
The following attributes are available from the Lifecycle_Events table.
Attributes |
Description |
|---|---|
Event status |
The status for a lifecycle event. Possible values:
|
Event status start date |
The date on which the current lifecycle event started. |
Event type |
The type of lifecycle event. For example: “Predicted Lifecycle Status”. |
Is current |
A flag that indicates if this is the most recent lifecycle event associated with the Amperity ID. |
Previous event status |
The lifecycle event status for the previous lifecycle event associated with the Amperity ID. |
Prev event status start date |
The date on which the previous lifecycle event started. This value is |
Customer profiles¶
The following types of customer profile attributes are made available by standard output:
Note
The following attributes are defined by standard table output. Your tenant may have made available to segments different sets of attributes that contain your unique customer profiles.
Customer 360¶
Customer 360 attributes present a unified view of your customers across all points of engagement, including attributes that cross systems.
The following attributes are available from the Customer 360 table.
Attributes |
Description |
|---|---|
Given name |
The first name that is associated with a customer. |
Surname |
The last name that is associated with a customer. |
The email address that is associated with a customer. A customer may have more than one email address. |
|
Phone |
The phone number that is associated with a customer. A customer may have more than one phone number. |
Address |
The address that is associated with the location of a customer, such as “123 Main Street”. |
City |
The city that is associated with the location of a customer. |
State |
The state or province that is associated with the location of a customer. |
Postal |
The zip code or postal code that is associated with the location of a customer. |
Birthdate |
The date of birth that is associated with a customer. |
Gender |
The gender that is associated with a customer. |
Merged customers¶
Merged customer attributes represent your unique customers across all of the data sources that you provided to Amperity. These attributes group customer profile data—names, email addresses, phone numbers, physical addresses—based on how it was discovered from across all of the data sources that were provided to your tenant.
The following attributes are available from the Merged Customers table.
Attributes |
Description |
|---|---|
Address |
The address that is associated with the location of a customer, such as “123 Main Street”. |
Address2 |
Additional address information, such as an apartment number or a post office box, that is associated with the location of a customer, such as “Apt #9”. |
Birthdate |
The date of birth that is associated with a customer. |
City |
The city that is associated with the location of a customer. |
Company |
The company, typically an employer or small business, that is associated with a customer. |
Country |
The country that is associated with the location of a customer. |
The email address that is associated with a customer. A customer may have more than one email address. |
|
Full name |
A combination of given name (first name) and surname (last name) for a customer. May include a middle name or initial. |
Gender |
The gender that is associated with a customer. |
Generational suffix |
The suffix that identifies to which family generation a customer record belongs. For example: Jr., Sr. II, and III. |
Given name |
The first name that is associated with a customer. |
Loyalty ID |
The identifier for a loyalty program that is associated with a customer. |
Phone |
The phone number that is associated with a customer. A customer may have more than one phone number. |
Postal |
The zip code or postal code that is associated with the location of a customer. |
State |
The state or province that is associated with the location of a customer. |
Surname |
The last name that is associated with a customer. |
Title |
The title that precedes a full name that is associated with a customer, such as “Mr.”, “Mrs”, and “Dr”. |
Email engagement¶
Email engagement attributes enable the use of email events to help define segments and audiences. This set of attributes includes opens and clicks, each sorted by days (1, 3, 5, 7, or 14 days) and by months (3, 6, 9, and 12), along with the dates and times for the first and most recent clicks and opens. Email engagement attributes also measure frequency of engagement and click rates. You can sort email engagement attributes by event type, region, send IDs, email addresses, and brand.
The following types of email engagement attributes are made available by standard output:
Note
Email engagement attributes are available from the Email Engagement Attributes and Email Engagement Summary tables. If at least 15 months of raw events were made available to Amperity and email-events semantic tags were applied to the incoming data, attribues are also available from the Unified Email Events table.
Email events¶
Email events attributes provide information about individual email events, such as sends, opens, clicks, opt-in and opt-out preferences, bounces, and conversions. This table is added as Stitch output when email event semantic tags are applied to data sources.
Attributes |
Description |
|---|---|
Brand |
The brand or company from which an email was sent. |
The email address to which an email was sent. |
|
Event datetime |
The date and time at which email event occurred. |
Event type |
The type of email event. Possible values:
Important The values for email event types must spelled as expected to ensure the Email Engagement Summary can properly summarize email events. For example: “Optin” may not be “Opt-in”. |
Region |
The region or location from which an email was sent. The region or location is typically associated to a single brand. |
Send ID |
The unique identifier for the email that was sent to an email address at a specific date and time. If a data source does not provide a send ID a unique key is generated. |
Engagement attributes¶
Email engagement attributes are identical to email summary attributes, but are unique by Amperity ID and by email address. This set of attributes is often extended to provide a unique set of additional attributes that are unique to your tenant.
Attributes |
Description |
|---|---|
Brand |
The brand or company from which an email was sent. |
The email address to which an email was sent. |
|
Event datetime |
The date and time at which email event occurred. |
Event type |
The type of email event. Possible values:
Important The values for email event types must spelled as expected to ensure the Email Engagement Summary can properly summarize email events. For example: “Optin” may not be “Opt-in”. |
Region |
The region or location from which an email was sent. The region or location is typically associated to a single brand. |
Send ID |
The unique identifier for the email that was sent to an email address at a specific date and time. If a data source does not provide a send ID a unique key is generated. |
Engagement summary¶
Email summary attributes provide a summary of email event statistics, such as counts for opens and clicks, the first open, and the most recent click, unique by email address.
Attributes |
Description |
|---|---|
Brand |
The brand or company from which an email was sent. |
The email address to which an email was sent. |
|
Email clicks last x day |
The number of email clicks in the last 1, 3, 5, 7, or 14 days. |
Email clicks last x months |
The number of email clicks in the last 3, 6, 9, or 12 months. |
Email opens last x day |
The number of email opens in the last 1, 3, 5, 7, or 14 days. |
Email opens last x months |
The number of email opens in the last 3, 6, 9, or 12 months. |
Engagement frequency last 15 months |
A classification that measures engagement frequency click rates for email addresses that have received a low volume of emails. Possible values:
Important Send rates must be available. |
Engagement status last 15 months |
A classification that measures click rates for email addresses that have received a low volume of emails. Possible values:
Important Send rates must be available. |
First email click datetime |
The date and time at which an email was first clicked. |
First email open datetime |
The date and time at which an email was first opened. |
First email send datetime |
The date and time at which an email was sent. |
Most recent email bounce datetime |
The date and time for the most recent bounced email. |
Most recent email click datetime |
The date and time at which a customer most recently clicked a link or offer within an opened email. |
Most recent email open datetime |
The date and time at which a customer most recently opened an email. |
Most recent email optin datetime |
The date and time at which a customer most recently opted-in to receiving email. |
Most recent email optout datetime |
The date and time at which a customer most recently opted-out from receiving email. |
Most recent email send datetime |
The date and time at which an email was most recently sent. |
Interactions¶
The following types of customer interactions attributes are made available by standard output:
Items¶
Item attributes provide a history of the interactions your customers have had with your products—returns, cancellations, costs, discounts, quantities, prices—sorted by customer orders for individual items, and then associated to the transactions made by your unique customers.
The following attributes are available from the Unified Itemized Transaction table.
Attributes |
Description |
|---|---|
Customer ID |
A custom semantic tag that is applied to interaction records to identify a field that is used in downstream processes to associate interaction records to the Amperity ID. |
Is cancellation |
A flag that indicates if the item was canceled. |
Is return |
A flag that indicates if the item was returned. |
Item cost |
Item cost is the cost to produce all units of an item. |
Item discount amount |
Item discount amount is the discount amount that is applied to all units that are associated with a single item within a single transaction. |
Item discount percent |
Item discount percent is the percentage discount that is applied to all units that are associated with a single item within a single transaction. |
Item list price |
Item list price is the manufacturer’s suggested retail price (MSRP) for all units of this item. The manufacturer’s suggested retail price (MSRP) is the price before shipping costs, taxes, and/or discounts have been applied. MSRP is sometimes referred to as the base price. |
Item profit |
Item profit represents the amount of profit that is earned when all units of an item are sold. |
Item quantity |
Item quantity is the total number of items in an order. When an item has been returned or an order has been canceled, item quantity is the total number of items that were returned and/or canceled. |
Item revenue |
The total revenue for all units of an item, after discounts are applied. When an item has been returned or the order has been canceled, the total revenue for all items that were returned and/or canceled. |
Item subtotal |
An item subtotal is the amount for an item, before discounts are applied. |
Order datetime |
Order datetime is the date (and time) on which an order was placed. |
Order ID |
An order ID is the unique identifier for the order and links together all of the items that were part of the same transaction. When an item has been returned or when an order has been canceled, the order ID is the unique identifier for the original order, including the returned or canceled items. |
Product ID |
The unique identifier for a product. A stock keeping unit (SKU) is an identifier that captures all of the unique details of any individual product, including specific attributes that differentiate by color, size, material, and so on. For example, a shirt with the same color and material, but with three different sizes would be represented by three unique SKUs and would also be represented by three unique product IDs. |
Unit cost |
Unit cost is the cost to produce a single unit of one item. |
Unit discount amount |
Unit discount amount is the discount amount that is applied to a single unit of one item. |
Unit list price |
Unit list price is the manufacturer’s suggested retail price (MSRP) for a single unit of an item. The manufacturer’s suggested retail price (MSRP) is the price before shipping costs, taxes, and/or discounts have been applied. MSRP is sometimes referred to as the base price. |
Unit profit |
Unit profit represents the amount of profit that is earned when a single unit of an item is sold. |
Unit revenue |
The total revenue for a single unit of an item. When an item has been returned or the order has been canceled, the total revenue for a single unit of an item that was returned and/or canceled. |
Unit subtotal |
A unit subtotal is the amount for a single unit of one item, before discounts have been applied. |
Orders¶
Orders attributes provide a history of the transactions your customers have made with your brand—channel (store, online, etc.), currency, dates and times, costs, discounts, quantities—sorted by each transaction made by your unique customers.
The following attributes are available from the Unified Transactions table.
Attributes |
Description |
|---|---|
Currency |
Currency represents the type of currency that was used to pay for an item. For example: dollar. |
Customer ID |
A custom semantic tag that is applied to interaction records to identify a field that is used in downstream processes to associate interaction records to the Amperity ID. |
Digital channel |
The digital channel through which a transaction was made. For example: Facebook, Google Ads, email, etc. |
Order canceled quantity |
The total number of items in the original transaction that were canceled. |
Order canceled revenue |
The total amount of revenue for all canceled items in the transaction. |
Order cost |
Order cost represents the total cost of goods sold (COGS) for a single transaction, minus returns, cancellations, and discounts. Cost of goods sold (COGS) are the direct costs of producing goods that are sold by a brand, including the costs of materials and labor to produce the item, but excluding indirect expenses like distribution or sales. |
Order datetime |
Order datetime is the date (and time) on which an order was placed. |
Order discount amount |
Order discount amount is the total discount amount that is applied to the entire order. |
Order discount percent |
Order discount percent is the percentage discount that is applied to the order value for the entire transaction, in addition to any item or unit-specific discount percentages. |
Order ID |
An order ID is the unique identifier for the order and links together all of the items that were part of the same transaction. When an item has been returned or when an order has been canceled, the order ID is the unique identifier for the original order, including the returned or canceled items. |
Order list price |
Order list price is the total value for a transaction, as defined by the manufacturer’s suggested retail price (MSRP) for all units of this item. The manufacturer’s suggested retail price (MSRP) is the price before shipping costs, taxes, and/or discounts have been applied. MSRP is sometimes referred to as the base price. |
Order profit |
Order profit is the amount of profit that is earned from a single transaction. |
Order quantity |
Order quantity is the total number of individual items associated with the transaction. |
Order returned quantity |
Order returned quantity is the total number of items in the original transaction that were returned. |
Order returned revenue |
Order returned revenue total amount of revenue for all returned items in a transaction. |
Order revenue |
The total amount of revenue for all items in a transaction after discounts are applied, ignoring returns and/or cancellations. |
Order shipping amount |
The order shipping amount is the total cost of shipping all items in the same transaction. |
Order subtotal |
An order subtotal is the amount for an order, before discounts are applied. |
Order tax amount |
An order tax amount is the total amount of taxes that are associated with an entire order. |
Payment method |
A payment method is how a customer chose to pay for the items they have purchased. For example: credit card, gift card, or cash. |
Purchase brand |
The brand for which a transaction was made. Note This attribute should only used when more than one brand is present in your tenant. |
Purchase channel |
A purchase channel is the channel from which a transaction was made. For example: in-store or online. |
Store ID |
A store ID is a unique identifier that is identified with the location of a store. |
Sum item discount amount |
The sum of discount amounts is the total of all discount amounts that were applied to each item within a transaction. |
Sum item revenue |
The sum of itemized revenue for the original order, not including returns and/or cancellations. |
Product catalogs¶
Product catalog attributes describe all of the products, categories, and sub-categories that exist within your brand.
The following attributes are available from the Unified Product Catalog (optional) or from the Unified Itemized Transaction tables.
Attributes |
Description |
|---|---|
Product Category |
A category to which the product belongs. |
Product Description |
A description of the product. |
Product ID |
The unique identifier for a product. |
Product Subcategory |
A subcategory or secondary variant to which a product belongs. |
Transactions¶
Transaction attributes are a set of extended attributes that are based on inputs from known orders and items, including first and second orders broken down by brands, channels, stores, totals, dates and times.
Transaction attributes provide the days in-between transaction events and time period rollups across prices, numbers of items within individual orders, average order values, order frequencies, and RFM scores.
The following attributes are available from the Transaction Attributes and Transaction Attributes Extended tables.
Attributes |
Description |
|---|---|
Early Repeat Purchaser |
Early repeat purchasers represent the percentage of first-time buyers who returned to make a second purchase within 90 days. |
First Order Datetime |
First order date is the date on which the first order was placed by a customer. |
First Order ID |
First order ID is the order ID for the first order that was made by a customer. |
First Order Is Retained |
A flag that indicates if a customer made a repeat purchase within 365 days of the first order. |
First Order Revenue |
First order revenue is the total revenue that is associated with a customer’s first order, ignoring returned items and/or canceled items. |
First Order Total Items |
First order total items represents the number of items that were purchased as part of a customer’s first order, ignoring returned items and/or canceled items. |
Latest Order Datetime |
Latest order date is the date (and time) on which the most recent order was placed by a customer. |
Latest Order ID |
Latest order ID is the order ID for the most recent order that was made by a customer. |
Latest Order Revenue |
Latest order revenue is the total revenue that is associated with a customer’s most recent order, ignoring returned items and/or canceled items. |
Latest Order Total Items |
Latest order total items is the number of items that were purchased as part of a customer’s most recent order, ignoring returned items and/or canceled items. |
Lifetime Average Item Price |
The average individual item price for all orders, ignoring returns and/or cancellations. |
Lifetime Average Num Items |
The average number of items purchased for all orders, ignoring returns and/or cancellations. |
Lifetime Average Order Value |
The average lifetime revenue for all orders, ignoring returns and/or cancellations. |
Lifetime Largest Order Value |
Lifetime largest order value identifies the largest order that is associated with a customer, ignoring returns and/or cancellations, for a customer’s entire purchase history. |
Lifetime Order Frequency |
A lifetime order frequency is the total number of orders that that a customer has made during their entire relationship with your brand. |
Lifetime Order Revenue |
The lifetime revenue for all items, ignoring returns and/or cancellations. |
Lifetime Preferred Purchase Brand |
The most frequent brand for all orders. |
Lifetime Preferred Purchase Channel |
The most frequent purchase-channel for all orders. |
Lifetime Total Items |
The lifetime number of individual items associated with the transaction, ignoring returns and/or cancellations. |
Multi Purchase Brand |
A flag that indicates if a customer has interacted with more than one brand. |
Multi Purchase Channel |
Multi-purchase channel is a flag that indicates if a customer has purchased from more than one channel. |
One and Done |
One and done is a flag that indicates if a customer has made only one purchase. Important Amperity resolves one-and-done for the data provided to it. For example, if data is provided that spans 2015-2020, a purchase in 2014 will not be in the results. |
Second Order Datetime |
Second order date is the date on which the second order was placed by a customer. |
Second Order ID |
Second order ID is the order ID for the second order that was made by a customer. |
Second Order Is Retained |
A flag that indicates if a customer made a repeat purchase within 365 days of the second order. |
Second Order Revenue |
Second order revenue is the total revenue that is associated with a customer’s second order, ignoring returned items and/or canceled items. |
Second Order Total Items |
Second order total items is the number of items that were purchased as part of a customer’s second order, ignoring returned items and/or canceled items. |
Customer flags¶
Each record has a set of flags that indicate if a customer has purchased, the number of brand interactions, the number of brand channels, and if that customer is an early repeat purchaser.
Attributes |
Description |
|---|---|
Early repeat purchaser |
Indicates if a customer made a repeat purchase within the previous 30 days. |
Multi Purchase Brand |
Indicates if a customer has interacted with more than one brand. |
Multi purchase channel |
Indicates if a customer has interacted with more than one channel. |
One and done |
Indicates if a customer has made only one purchase. Important Amperity resolves one-and-done for the data provided to it. For example, if data is provided that spans 2015-2020, a purchase in 2014 will not be in the results. |
Customer orders¶
Each record contains a subset of order data from a customers first, second, and latest order. Each set of attributes is prefixed by first, second, or latest, depending on the order data that is being summarized.
Attributes |
Description |
|---|---|
<x> order datetime |
The datetime on which the order was made. Available attributes:
|
<x> order ID |
The ID of the order. Available attributes:
|
<x> order Purchase Brand |
The brand of the order made by the customer. Available attributes:
|
<x> order purchase channel |
The channel in which the customer’s order was made. Available attributes:
|
<x> Order Revenue |
The total revenue for orders at each interval. Available attributes:
|
<x> store ID |
The ID of the store where the customer made their order. This value may be
|
<x> total items |
The total number of items in the order. Available attributes:
|
Date differences¶
Each record contains three attributes that specify the number of days between certain events.
Attributes |
Description |
|---|---|
Days since latest order |
Days since latest order measures the number of days that have elapsed since a customer has placed an order. |
First to latest order days |
First-to-latest order days is the number of days that have elapsed between the date of the first order and the date of the latest order. |
First to second order days |
First-to-second order days is the number of days that have elapsed between the date of the first order and the date of the second order. |
Time period rollups¶
Each record contains time period rollups of the customer’s transaction history. The time periods used are lifetime, L12M (the 12 months of transaction history starting 12 months ago), LY12M (the 12 months of transaction history starting 24 months ago), and L30D (the last 30 days).
Attributes |
Description |
|---|---|
<x> Average Item Price |
The average item price during the time period. Available attributes:
|
<x> Average Num Items |
The average number of items during the time period. Available attributes:
|
<x> Average Order Value |
The Average Order Value during the time period. Available attributes:
|
<x> Order Frequency |
The count of distinct order IDs that are associated with the customer during the time period. Available attributes:
|
<x> Order Revenue |
The total revenue for orders in the time period. Available attributes:
|
<x> Preferred Purchase Brand |
The brand with the greatest number of orders during the time period. Available attributes:
|
<x> Preferred Purchase Channel |
The channel with the greatest number of orders during the time period. Available attributes:
|
<x> Preferred Store ID |
The store ID with the greatest number of orders during the time period. Available attributes:
|
<x> purchase brands |
The count of the distinct brands a customer interacted with during the time period. Available attributes:
|
<x> purchase channels |
The count of the distinct channels (online, in store, etc.) that the customer interacted with during during the time period. Available attributes:
|
<x> stores |
The count of the distinct stores that the customer interacted with during the time period. Available attributes:
|
<x> total items |
The total number of items purchased by the customer during the time period. Available attributes:
|
RFM¶
Amperity calculates RFM scores against transactions that occurred within the last 12 months.
Each of the recency (R), frequency (F), and monetary (M) scores are represented by a number between 0 and 9. The final RFM score is a concatenation of the individual scores: recency first, then frequency, monetary last. The final RFM score is a number between 0 and 999.
Note
RFM uses approximate calculations to optimize the performance of the Transaction Attributes Extended table.
Attributes |
Description |
|---|---|
L12M RFM score |
The RFM score for the customer based on transactions that occurred within the last 12 months. The RFM score is represented as an integer between |
L12M recency |
The recency score for customer transactions that occurred within the last 12 months. The recency score is represented as an integer between
|
L12M frequency |
The frequency score for customer transactions that occurred within the last 12 months. The frequency score is represented as an integer between
|
L12M monetary |
The monetary score for customer transactions that occurred within the last 12 months. The monetary score is represented as an integer between
|
Predicted attributes¶
The following types of predicted attributes are made availble by standard output:
Customer lifetime value¶
Customer lifetime value (CLV) attributes use historical customer behavior to predict customer lifetime value during the next calendar year, including by historical customer status and historical lifetime value tier.
The following attributes are available from the Predicted CLV Attributes table.
Attributes |
Description |
|---|---|
Predicted Average Order Revenue Next 365d |
The predicted average order revenue over the next 365 days. |
Predicted CLV Next 365d |
The total predicted customer spend over the next 365 days. |
Predicted Customer Lifecycle Status |
A probabilistic grouping of a customer’s likelihood to purchase again. Groupings include the following tiers:
|
Predicted Customer Lifetime Value Tier |
A percentile grouping of customers by pCLV. Groupings include:
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Predicted Order Frequency Next 365d |
The predicted number of orders over the next 365 days. |
Predicted Probability of Transaction Next 365d |
The probability a customer will purchase again in the next 365 days. |
Product affinity¶
Product affinity attributes associate your customers to recommended audience sizes and rankings by products.
The following attributes are available from the Predicted Affinity table.
Attributes |
Description |
|---|---|
Audience size large |
A flag that indicates the recommended audience size. When this value is A large audience is predicted to include ~90% of future purchasers, while also including a high number of non-purchasers. |
Audience size medium |
A flag that indicates the recommended audience size. When this value is A medium audience is predicted to include ~70% of future purchasers, though it may also include a moderate number of non-purchasers. |
Audience size small |
A flag that indicates the recommended audience size. When this value is A small audience is predicted to incude ~50% of future purchasers, while including the fewest non-purchasers. Use a small audience size to help prevent wasted spend and reduce opt-outs. |
Product attribute |
The field against which product affinity is measured. For example: a category, a class, or a brand. |
Ranking |
A ranking of customers by their score for this product. A rank that is less than or equal to X will provide the top N customers with an affinity for this product. |
Score |
The strength of a customers’s affinity for this product, shown as an uncalibrated probability. Tip This score is used internally by Amperity and does not directly correlate to ranking and/or audience size. Sort results by ranking, and then compare to audience sizes. Higher rankings within smaller audience sizes correlate with stronger affinity. |