Customer Records

A customer 360 database is built using standard outputs of the Stitch process that provide a unified view of customer data, including customer profile and interaction records that are linked together by the Amperity ID, organized, merged, and ready for use in segmentation.

The customer 360 database is the most important database you can build in Amperity. It is the source from which all segments are created and from which data will be sent to external systems for downstream workflows.

Add customer records

The customer 360 database is required by Amperity and contains all of the tables about your customers, including profile data, such as names, addresses, and phone numbers, and how your customers interact with your brands, such as purchases, preferences, and location.

Important

The “Customer 360” template adds tables based on the types of records that are available to Stitch. It is recommended to use this template after at least one data source for customer records and interactions records have been configured in the Sources tab.

The following tables are added by the “Customer 360” template when profile semantic tags are applied to customer records:

  • Customer_360

  • Merged_Customers

  • Unified_Coalesced

  • Unified_Customer

  • Unified_Scores

  • User_Attributes

The following tables are added by the “Customer 360” template when transaction and itemized transaction semantic tags are applied to interactions records:

  • Customer_Attributes

  • Transaction_Attributes

  • Transaction_Attributes_Extended

  • Unified_Itemized_Transactions

  • Unified_Transactions

All of these tables are required to link customer interactions with your brands to their customer profiles and are a specific requirement of AmpIQ.

If the “Customer 360” template is used to create the customer 360 database before interactions records are also available, you must add those tables to the customer 360 database manually.

To add the customer 360 database

  1. From the Customer 360 tab click Create Database.

  2. Name the database “Customer 360”, select the “Customer 360” template, and then click Create. This opens the Database Editor page.

  3. Add a database description. This enables a tooltip that is visible from other pages and tabs in Amperity.

  4. Under Features, verify that the Customer 360 is enabled.

  5. Under Refresh Settings, select Manual.

  6. Under Visibility, select Customer Visible. When enabled, this database is accessible to all non-administrative users of Amperity from the Queries tab.

  7. Click Activate.

  8. Run the customer 360 database to refresh all tables.

Review tables

Some tables are created automatically as an output of the Stitch process. These tables are typically used as building blocks during the creation of the customer 360 database and are not used directly when building queries. For example, the Unified_Coalesced table is automatically created by Stitch. The Merged_Customers table is created to pull PII data from the Unified_Coalesced table, and then the Customer_360 table is created to join Merged_Customers table with other unified tables to create customer and interaction profiles and to consolidate Amperity IDs into a single table for use with queries.

The customer 360 database is a collection of tables, including:

Customer_360 table

The Customer_360 table is the unified view of the customer across all points of engagement, including attributes that cross systems. This table does not exist by default and must be created within the customer 360 database. Each row represent a complete record for a unique individual, including their Amperity ID, merged PII data, and summary attributes.

The Customer_360 table is the most important table in the customer 360 database. The Customer_360 table is built as a passthrough from the Merged_Customers table, which makes available to the Customer_360 table a unified view of the customer across all points of engagement, along with any attributes that cross systems.

Attributes will vary tenant-to-tenant, but typically include profile information (names, addresses, email, phone), interactions by channel (ecommerce, point of sale, loyalty), insights (total lifetime value, transaction frequency, recency), and predictions (next best purchase, next best action, churn prediction).

Note

See Customer_360 Table for more information about this table, including a column reference and how to configure it for use within the customer 360 database.

Merged_Customers table

The Merged_Customers table is a data table that must be added to a customer 360 database. The purpose of the Merged_Customers table is to collect rows from the Unified_Coalesced table, and then collapse those into a single row per Amperity ID. Columns in the Merged_Customers table are made available to segmentation via the Customer_360 table.

Note

The Merged_Customers table uses a Spark SQL query to pull the Amperity ID, along with all PII data, from the Unified_Coalesced table.

The Unified_Coalesced table contains every row from every stitched table that is associated with an Amperity ID, with defined semantics coalesced into a single column. A unique Amperity ID may appear in more than one row. Columns are added to this table when semantic values match values in the bad-values blocklist.

Note

See Merged_Customers Table for more information about this table, including a column reference and how to configure it for use within the customer 360 database.

Unified_Coalesced table

The Unified_Coalesced table contains every row from every stitched table that is associated with an Amperity ID, with defined semantics coalesced into a single column. A unique Amperity ID may appear in more than one row. Columns are added to this table when semantic values match values in the bad-values blocklist.

The Unified_Coalesced table is automatically added to the customer 360 database when it is generated using the “Customer 360” database template.

Note

See Unified_Coalesced Table for more information about this table, including a column reference and how to configure it for use within the customer 360 database.

Unified_Customer table

The Unified_Customer table contains every row of every stitched table with all semantics coalesced into a single column, with two exceptions that are removed from the table: values from a bad-values blocklist and values associated with supersized clusters. A unique Amperity ID may appear in more than one row.

The Unified_Customer table is a required table for the customer 360 database and is always built as a passthrough table from Stitch output.

Note

See Unified_Customer Table for more information about this table, including a column reference and how to configure it for use within the customer 360 database.

Unified_Scores table

The Unified_Scores table records all of the pairwise comparison scores and match categories for all groups of records, and then for each group of records all of the pairwise scores that are present between records within that group.

The Unified_Scores table is automatically added to the customer 360 database when it is generated using the “Customer 360” database template.

Note

See Unified_Scores Table for more information about this table, including a column reference and how to configure it for use within the customer 360 database.