Enable AmpIQ

AmpIQ enables customer-centric marketing campaigns. Use segment insights to build high-value segments. Use those segments to add audiences to campaigns. Build campaigns that send those audiences to any combination of downstream marketing workflows.

Important

This topic assumes that you have already configured Amperity using the recommended patterns and workflows for:

  1. Customer records, which contain profile and PII data for individual customers.

  2. Interaction records, which contain transactions, itemized transactions, and product catalogs that, when compared to customer records, identify how your customers interacted with your brands.

Please refer to those topics for more information about how to configure customer records and interaction records as data sources for use with AmpIQ.

Steps to enable

AmpIQ provides a set of features–the Campaigns tab, segment insights, and predictive attributes that help you understand your customer’s preferences and behaviors, and then to make better informed decisions as to how often you choose to interact with them.

AmpIQ must be enabled by your Amperity representative after customer records and interaction records are loaded to Amperity and are configured correctly within your customer 360 database.

Caution

Predictive modeling is an optional component of AmpIQ. If you plan to enable predictive modeling for AmpIQ it is recommended to review the data requirements, and then take steps to configure columns and tables for predictive modeling at the same time as for AmpIQ.

The following sections describe the process for enabling AmpIQ for your tenant:

  1. Verify prerequisites

  2. Request to enable AmpIQ

  3. Enable segments

  4. Review enabled features

Please work closely with your Amperity representative during this process.

Verify prerequisites

Tip

If you closely followed the steps for configuring customer records and interaction records this section may be a formality. If your tenant has been on Amperity for a while and is moving to AmpIQ, you should carefully review of all data sources, Stitch results, and customer data tables to ensure that all of those components meet the requirements for AmpIQ.

Verify each of the following items to ensure that AmpIQ is ready for enablement:

  1. Data sources that contain customer records have profile semantic tags applied and each of those data sources run successfully from the Sources tab.

  2. Data sources that contain interaction records have semantic tag groupings applied for transactions, itemized transactions, and product catalogs, as appropriate and that each of those data sources are configured from the Sources tab.

    Note

    Interactions records may require the use of domain SQL to ensure that all fields that require semantic tags are present in the data.

  3. All data sources are processed successfully by Stitch.

  4. Stitch output includes the following tables specific to interactions records: Transaction_Attributes, Transaction_Attributes_Extended, Unified_Itemized_Transactions, Unified_Product_Catalog, and Unified_Transactions.

  5. The customer 360 database contains passthrough tables for Transaction_Attributes, Transaction_Attributes_Extended, and Unified_Product_Catalog.

    Tip

    Add passthrough tables in the customer 360 database for each table that was defined in the Sources tab using domain SQL.

  6. The Unified_Itemized_Transactions table is added as a SQL table, to which the Unified_Product_Catalog table is joined.

  7. The Unified_Transactions table is added as a SQL table, into which attributes from the Unified_Itemized_Transactions table are rolled up.

  8. The Customer_360 table is updated to select attributes from the Transaction_Attributes table.

  9. The Customer_360 table is updated to select attributes from other tables that you want to associate with AmpIQ, such as for loyalty programs.

  10. Stitch QA has been performed against customer records and Transactions QA has been performed against interactions records. This should be thorough enough to understand that the data quality in the current customer 360 database is accurate and ready for predictive attribute modeling.

    Note

    The Stitch QA effort is not a one-time effort. It should be performed as an ongoing activity, complete with individual inspection of query results as necessary, to ensure that the quality of the data is maintained over time.

Data requirements

AmpIQ has the following requirements:

  1. Data sources that contain interaction records–customer orders, items purchased by customers, products, brands, preferences, etc.–must be made available to Amperity.

  2. Data sources should allow for applying semantic tags to support transactions and itemized transactions, either directly to the feed or (more likely) after reshaping the interaction records with domain SQL.

  3. All required tables are present, along with all of the required fields for each table.

    The Merged_Customers table must have fields for given name, surname, birthdate, city, state, postal, and loyalty membership.

    The Unified_Transactions table must have fields for orders (date and time, revenue, quantity, and discount amount), purchases (brand and channel), digital channel, and store ID.

    Important

    The Unified_Itemized_Transactions table is not a requirement for AmpIQ; however, it is a requirement for using predictive modeling with AmpIQ.

    Note

    Required fields for which there is no historical data should be added to the tables and should be configured to have NULL values.

  4. Validation of revenue numbers. Compare the revenue numbers the customer expects to the revenue numbers that Amperity shows after processing all data to the customer 360 database. These numbers should be in alignment, though may not need to be exact.

  5. Enable automated validations for transactions. Open the database in edit mode, and then under Features enable the AmpIQ option. This enables automatic validations for transactions data. Run the database, and then view the validation report. In the notification for the database run click Customer 360 validation report. Resolve issues that are highlighted in the report.

Caution

If you are planning to use predictive modeling with AmpIQ, please review the data requirements for predictive modeling prior to enabling AmpIQ.

The following sections describe requirements for columns and tables, fields, and additional data requirements.

Columns and tables

AmpIQ uses specific columns across the following tables to enable features within AmpIQ:

  • Merged_Customers

  • Transaction_Attributes

  • Unified_Customers

  • Unified_Scores

  • Unified_Transactions

The Unified_Customers and Unified_Scores tables are built as part of Stitch output when data sources with customer records have profile (PII) semantic tags applied.

The Transaction_Attributes and Unified_Transactions are built as part of Stitch output when data sources with interactions records have transactions and itemized transactions semantic tags applied.

The Merged_Customers table is a version of the Unified_Customers table that you must build in the customer 360 database to filter profile data. The Merged_Customers table must be updated to roll-up transactions and itemized transactions.

These tables contain fields that are important to components of AmpIQ.

Note

Ask your Amperity representative to add the Campaign_Recipients table and enable it for your tenant.

Fields

The fields required by AmpIQ fall into three broad categories:

  • Demographic fields include details such as gender, age, and location. Demographic fields help marketers understand the segments to which their customers belong.

  • Product fields include details about individual products, such as brand, department, and categories. Product fields help marketers understand which products their customers prefer.

  • Channel and location fields include details about how the customer chose a certain product, such as digital, in-store (and store location), and online. Channel and location fields help marketers understand from where a customer chose to purchase a product or a service.

The following table describes the fields that are required by components of AmpIQ by column name, which component requires them, and the table (or tables) from which they are available. Columns that are required by predictive modeling are optional for tenants that do not plan to enable that feature of AmpIQ.

Important

You must tag interactions records with transactions and itemized transactions semantic tags. Use domain SQL to reshape data sources to meet specific data requirements before applying those semantic tags as necessary.

The following columns must exist in the following tables as an output of the Stitch process or be part of the configuration of the customer 360 database:

Column Name

Required for …

Description

address

Campaigns tab

Segment insights

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

AmpIQ expects this column to be available from the following table in the customer 360 database:

  • Merged_Customers

amperity_id

Campaigns tab

Predictive modeling

Segment insights

The unique identifier that is assigned to clusters of customer records that all represent the same individual. The Amperity ID does not replace primary and foreign keys, but exists alongside them within unified profiles.

AmpIQ expects this column to be available from the following tables in the customer 360 database:

  • Merged_Customers

  • Unified_Customers

  • Unified_Transactions

  • Transaction_Attributes

birthdate

Predictive modeling

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

AmpIQ expects this column to be available from the following tables in the customer 360 database:

  • Merged_Customers

  • Unified_Customers

city

Campaigns tab

Predictive modeling

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

AmpIQ expects this column to be available from the following tables in the customer 360 database:

  • Merged_Customers

  • Unified_Customers

country

Campaigns tab

Predictive modeling

Segment insights

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

AmpIQ expects this column to be available from the following tables in the customer 360 database:

  • Merged_Customers

  • Unified_Customers

digital_channel

Campaigns tab

Predictive modeling

Segment insights

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

AmpIQ expects this column to be available from the following tables in the customer 360 database:

  • Unified_Transactions

email

Campaigns tab

Predictive modeling

Segment insights

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

AmpIQ expects this column to be available from the following table in the customer 360 database:

  • Merged_Customers

gender

Predictive modeling

Segment insights

The gender that is associated with an individual customer record.

AmpIQ expects this column to be available from the following tables in the customer 360 database:

  • Merged_Customers

  • Unified_Customers

given_name

Campaigns tab

Predictive modeling

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

AmpIQ expects this column to be available from the following tables in the customer 360 database:

  • Merged_Customers

  • Unified_Customers

item_discount_amount

Segment insights

Item discount amount is the discount amount that is applied to all units that are associated with a single item within a single transaction.

order_id

Campaigns tab

Predictive modeling

Segment insights

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.

AmpIQ expects this column to be available from the following tables in the customer 360 database:

  • Unified_Transactions

order_datetime

Campaigns tab

Predictive modeling

Segment insights

Order datetime is the date (and time) on which an order was placed.

AmpIQ expects this column to be available from the following tables in the customer 360 database:

  • Unified_Transactions

order_revenue

Predictive modeling

Segment insights

The total amount of revenue for all items in a transaction after discounts are applied, ignoring returns and/or cancellations.

AmpIQ expects this column to be available from the following table in the customer 360 database:

  • Unified_Transactions

phone

Campaigns tab

Segment insights

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

AmpIQ expects this column to be available from the following table in the customer 360 database:

  • Merged_Customers

postal

Campaigns tab

Predictive modeling

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

AmpIQ expects this column to be available from the following tables in the customer 360 database:

  • Merged_Customers

  • Unified_Customers

product_category

Campaigns tab

Segment insights

product_id

Campaigns tab

The unique identifier for a product.

purchase_brand

Campaigns tab

Predictive modeling

Segment insights

The brand associated with a customer interaction.

AmpIQ expects this column to be available from the following table in the customer 360 database:

  • Unified_Transactions

purchase_channel

Campaigns tab

Predictive modeling

Segment insights

A channel is the purchase method used by a customer. For example: online, point-of-sale, loyalty, in-store, and so on.

AmpIQ expects this column to be available from the following table in the customer 360 database:

  • Unified_Transactions

state

Campaigns tab

Predictive modeling

Segment insights

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

AmpIQ expects this column to be available from the following tables in the customer 360 database:

  • Merged_Customers

  • Unified_Customers

surname

Campaigns tab

Predictive modeling

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

AmpIQ expects this column to be available from the following table in the customer 360 database:

  • Merged_Customers

Additional data sources

Additional data should be made available to Amperity beyond what is provided to support the basic requirements for AmpIQ. Additional data will improve the quality of the downstream workflows that are available to you from within AmpIQ and will increase your ability to identify the right customer segments and profiles for which you will run campaigns.

The following types of data are recommended to be made available to Amperity as additional data sources that support AmpIQ:

  1. Product information that contains details about categories, subcategories, and departments.

  2. Channel information that contains details about purchases (in-store and online), channel types (digital, direct, and organic), social engagement (Facebook, Twitter, Pinterest, etc.), and first-party data (Google Analytics and Adobe Analytics).

  3. Specific demographics data, such as age, state, country, and gender. This type of data may already available from customer records that have made available to Amperity.

    However, this information is often available from data sources that are not ideal for identity resolution. These data sources are still usable for AmpIQ and can be configured as passthrough tables to your customer 360 database.

    Another useful type of demographics data is one that provides detailed data about and across a broad collection of consumer categories. For example, Mosaic USA segments from Experian are a good choice for providing rich demographics data to Amperity for supporting AmpIQ.

  4. Contact information that provides downstream campaigns the ability to contact the customer. This type of data may be in the form of an opt-in email list or it may be in the form of a list of addresses to which you can send direct mail.

Important

None of these types of additional data sources have a strict requirement for AmpIQ. When determining if additional data sources should be made available to Amperity, consider the following:

  1. What product categories does your marketing team typically use to make decisions?

  2. What types of channels are used to determine budget allocation?

  3. What types of demographic data do you use to better understand your customers?

  4. What type of information does your company typically use to determine how to segment customers?

  5. What types of attributes are important for your customer segments?

Request to enable AmpIQ

Ask your Amperity representative to enable AmpIQ features, including the Campaigns tab, and updates to the Segments tab that enable segment insights and recommended segments.

Note

Your Amperity representative will let you know when this step is completed.

Enable visual segments

Important

Only tables that contain the Amperity ID and have been configured for use within the Segment Editor will be available to the Segments tab.

The Visual Segment Editor is the user interface for building segments in AmpIQ. This editor uses a series of drop-downs, picklists, conditions, and values to define an attribute profile. Refresh segment insights to see how many customers match the profile, and then active it as a segment.

Every table in the database that has an Amperity ID should be made available to the Visual Segment Editor. For segments that require more functionality than what the Visual Segment Editor allows, you may switch from visual queries to SQL queries (though you may not switch back).

Note

Only tables that contain an Amperity ID can be made available to the Visual Segment Editor.

The Customer_360 table is made available to the Visual Segment Editor automatically. Other tables may be made available by selecting the checkbox in the Show in VSE column in the Database Editor. When working in the Segments tab creating visual segments, the list of available tables appears under Additional Attributes.

To enable visual segments

  1. Open a table in the database editor.

  2. In the second step (after the SQL vs. passthrough step), for each table to be visible from the Visual Segment Editor, select the checkbox in the Show in VSE? column.

    Note

    Tables that do not contain an Amperity ID may not be available to the Visual Segment Editor.

  3. Click Activate.

Review AmpIQ features

After AmpIQ is enabled, the following features are available in Amperity:

  • The Segments tab.

  • The Campaigns tab.