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 AmpIQ 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 availble 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, recipient 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:

  • One-time

  • Recurring

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 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 recipient group to which the associated campaign was sent.

Treatment name

The name of the recipient group to which the associated campaign was sent. One or more recipient 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: "is reseller, is outlier" or "is test account". A value of " " indicates that all classifications are false.

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 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:

  • Active

  • Cooling down

  • At risk

  • Highly at risk

  • Lost

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 NULL when there is no previous lifecycle event.

Customer profiles

The following types of customer profile attributes are made availble 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 an individual customer record.

Surname

The last name that is associated with an individual customer record.

Email

The email address that is associated with an individual customer record. A customer record may be associated with multiple email addresses.

Phone

The phone number that is associated with an individual customer record. A customer record may be associated with multiple phone numbers.

Address

The address that is associated with the location of an individual customer record. For example: 123 Main Street.

City

The city that is associated with the location of an individual customer record.

State

The state or province that is associated with the location of an individual customer record.

Postal

The zip code or postal code that is associated with the location of an individual customer record.

Birthdate

The date of birth that is associated with an individual customer record.

Gender

The gender that is associated with an individual customer record.

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 an individual customer record. For example: 123 Main Street.

Address2

Additional address information, such as an apartment number or a post office box, that is associated with the location of an individual customer record. For example: Apt #9.

Birthdate

The date of birth that is associated with an individual customer record.

City

The city that is associated with the location of an individual customer record.

Company

The company, typically an employer or small business, that is associated with an individual customer record.

Country

The country that is associated with the location of an individual customer record.

Email

The email address that is associated with an individual customer record. A customer record may be associated with multiple email addresses.

Full name

A combination of given name (first name) and surname (last name) that is associated with an individual customer record and is stored as a combined value in a single field within customer data. A full name may include a middle name or initial.

Gender

The gender that is associated with an individual customer record.

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 an individual customer record.

Loyalty ID

The identifier for a loyalty program that is associated with an individual customer record.

Phone

The phone number that is associated with an individual customer record. A customer record may be associated with multiple phone numbers.

Postal

The zip code or postal code that is associated with the location of an individual customer record.

State

The state or province that is associated with the location of an individual customer record.

Surname

The last name that is associated with an individual customer record.

Title

The title that precedes a full name that is associated with an individual customer record. For example: Mr., Mrs, and Dr.

Email engagement

Email engagment 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 availble 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.

Email

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:

  • Open

  • Click

  • Sent

  • Opt-in

  • Bounced

  • Converted

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.

Email

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:

  • Open

  • Click

  • Sent

  • Opt-in

  • Bounced

  • Converted

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.

Email

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:

  • Non-recipient (0 received emails)

  • New (fewer than 5 received emails)

  • Active (currently engaging with received emails)

  • Inactive (not currently engaging with received emails)

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:

  • Non-recipient (0 received emails)

  • New (fewer than 5 received emails)

  • Low (modeled open rate is in the lower third)

  • Medium (modeled open rate is in the middle third)

  • High (modeled open rate is in the upper third)

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 availble 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 cancelled.

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

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 cancelled, item quantity is the total number of items that were returned and/or cancelled.

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 cancelled, the total revenue for all items that were returned and/or cancelled.

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 cancelled, the order ID is the unique identifier for the original order, including the returned or cancelled 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

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 cancelled, the total revenue for a single unit of an item that was returned and/or cancelled.

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 by which a transaction was made. For example: Facebook, Google Ads, email, etc.

Order cancelled quantity

The total number of items in the original transaction that were cancelled.

Order cancelled revenue

The total amount of revenue for all cancelled items in the transaction.

Order cost

Order cost represents the total cost of goods sold (COGS) for a single transaction.

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 cancelled, the order ID is the unique identifier for the original order, including the returned or cancelled items.

Order list price

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 cancelled 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 cancelled 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 cancelled 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 cancelled 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 cancelled 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 cancelled 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:

  • First order datetime

  • Second order datetime

  • Latest order datetime

<x> order ID

The ID of the order. Available attributes:

  • First order ID

  • Second order ID

  • Latest order ID

<x> order purchase brand

The brand of the order made by the customer. Available attributes:

  • First order purchase brand

  • Second order purchase brand

  • Latest order purchase brand

<x> order purchase channel

The channel in which the customer’s order was made. Available attributes:

  • First order purchase channel

  • Second order purchase channel

  • Latest order purchase channel

<x> order revenue

The total revenue for orders at each interval. Available attributes:

  • First order revenue

  • Second order revenue

  • Latest order revenue

<x> store ID

The ID of the store where the customer made their order. This value may be NULL if the associated channel is not retail or some equivalent. Available attributes:

  • First order store ID

  • Second order store ID

  • Latest order store ID

<x> total items

The total number of items in the order. Available attributes:

  • First order total items

  • Second order total items

  • Latest order total items

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 is 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:

  • L30D average item price

  • L3M average item price

  • L6M average item price

  • L12M average item price

  • LY12M average item price

  • Lifetime average item price

<x> average num items

The average number of items during the time period. Available attributes:

  • L30D average num items

  • L3M average num items

  • L6M average num items

  • L12M average num items

  • LY12M average num items

  • Lifetime average num items

<x> average order value

The average order value during the time period. Available attributes:

  • L30D average order value

  • L3M average order value

  • L6M average order value

  • L12M average order value

  • LY12M average order value

  • Lifetime average order value

<x> order frequency

The count of distinct order IDs that are associated with the customer during the time period. Available attributes:

  • L30D order frequency

  • L3M order frequency

  • L6M order frequency

  • L12M order frequency

  • LY12M order frequency

  • Lifetime order frequency

<x> order revenue

The total revenue for orders in the time period. Available attributes:

  • L30D order revenue

  • L3M order revenue

  • L6M order revenue

  • L12M order revenue

  • LY12M order revenue

  • Lifetime order revenue

<x> preferred purchase brand

The brand with the greatest number of orders during the time period. Available attributes:

  • L30D preferred purchase brand

  • L3M preferred purchase brand

  • L6M preferred purchase brand

  • L12M preferred purchase brand

  • LY12M preferred purchase brand

  • Lifetime preferred purchase brand

<x> preferred purchase channel

The channel with the greatest number of orders during the time period. Available attributes:

  • L30D preferred purchase channel

  • L3M preferred purchase channel

  • L6M preferred purchase channel

  • L12M preferred purchase channel

  • LY12M preferred purchase channel

  • Lifetime preferred purchase channel

<x> preferred store ID

The store ID with the greatest number of orders during the time period. Available attributes:

  • L30D preferred store ID

  • L3M preferred store ID

  • L6M preferred store ID

  • L12M preferred store ID

  • LY12M preferred store ID

  • Lifetime preferred store ID

<x> purchase brands

The count of the distinct brands a customer interacted with during the time period. Available attributes:

  • L30D purchase brands

  • L3M purchase brands

  • L6M purchase brands

  • L12M purchase brands

  • LY12M purchase brands

  • Lifetime purchase brands

<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:

  • L30D purchase channels

  • L3M purchase channels

  • L6M purchase channels

  • L12M purchase channels

  • LY12M purchase channels

  • Lifetime purchase channels

<x> stores

The count of the distinct stores that the customer interacted with during the time period. Available attributes:

  • L30D stores

  • L3M stores

  • L6M stores

  • L12M stores

  • LY12M stores

  • Lifetime stores

<x> total items

The total number of items purchased by the customer during the time period. Available attributes:

  • L30D total items

  • L3M total items

  • L6M total items

  • L12M total items

  • LY12M total items

  • Lifetime total items

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 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 0 and 999 and is concatenated using the individual recency, frequency, and monetary scores or is NULL if the customer has zero purchases within the last 12 months.

L12M recency

The recency score for customer transactions that occurred within the last 12 months. The recency score is represented as an integer between 0 and 9. Each integer represents 10%:

  • 0: 0-10th percentile

  • 1: 10-20th percentile

  • 2: 20-30th percentile

  • 3: 30-40th percentile

  • 4: 4-50th percentile

  • 5: 5-60th percentile

  • 6: 60-70th percentile

  • 7: 70-80th percentile

  • 8: 80-90th percentile

  • 9: 90-100th percentile

L12M frequency

The frequency score for customer transactions that occurred within the last 12 months. The frequency score is represented as an integer between 0 and 9. Each integer represents 10%:

  • 0: 0-10th percentile

  • 1: 10-20th percentile

  • 2: 20-30th percentile

  • 3: 30-40th percentile

  • 4: 4-50th percentile

  • 5: 5-60th percentile

  • 6: 60-70th percentile

  • 7: 70-80th percentile

  • 8: 80-90th percentile

  • 9: 90-100th percentile

L12M monetary

The monetary score for customer transactions that occurred within the last 12 months. The monetary score is represented as an integer between 0 and 9. Each integer represents 10%:

  • 0: 0-10th percentile

  • 1: 10-20th percentile

  • 2: 20-30th percentile

  • 3: 30-40th percentile

  • 4: 4-50th percentile

  • 5: 5-60th percentile

  • 6: 60-70th percentile

  • 7: 70-80th percentile

  • 8: 80-90th percentile

  • 9: 90-100th percentile

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 (pCLV) 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:

  1. Active

  2. Cooling down

  3. At risk

  4. Highly at risk

  5. Lost

Predicted customer lifetime value tier

A percentile grouping of customers by pCLV. Groupings include:

  1. Platinum: top 1% of customers

  2. Gold: top 1%-5% of customers

  3. Silver: top 5%-10% of customers

  4. Bronze: top 10%-25% of customers

  5. Medium: top 25%-50% of customers

  6. Low: bottom 50% of customers

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 True the recommended audience size is large.

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 True the recommended audience size is medium.

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 True the recommended audience size is small.

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 AmpID 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.