Data assets¶
Data assets are a collection of CSV files and SQL templates that add support for common data sets and use cases, such as customer attributes, email and SMS opt-in status, predicted gender, calendars, and lookups for countries, states, provinces. Most data assets are available to retail and non-retail use cases.
Customer attributes¶
The Customer Attributes table contains a series of columns that identify attributes about individuals, such as if that individual can be contacted, if a marketable email address, physical address, or phone number is available, if they are an employee, reseller, or if the individual represents a test account, along with identifying each individuals’s revenue relationship with a brand.
The Customer Attributes table has a small number of specific requirements. A series of recommended and optional configurations are also available. You may enable any of the optional configurations for your tenant. In some cases, an optional configuration has its own set of specific requirements.
Customer consent¶
Customer consent data assets help your brand keep track of which customers can (and cannot) be sent email and/or SMS messages.
All opted-in email addresses¶
The All Opted In Emails table contains all opted-in email addresses (and associated Amperity IDs). This table is built from the Email Opt Status table, after which it can be extended to support brands, region, email program, and language preferences.
The All Opted In Emails table requires the Email Opt Status table, after which you can extend support for additional requirements.
Email opt status¶
The Email Opt Status table contains a row for each unique combination of email address, brand, region, and email program.
Apply email-opt semantic tags to data sources, and then add the Email Opt Status table to your customer 360 database as a passthrough table.
SMS opt status¶
The SMS Opt Status table contains a row for each unique combination of phone number, brand, region, and SMS program.
Apply sms-opt semantic tags to data sources, and then add the SMS Opt Status table to your customer 360 database as a passthrough table.
Email engagement¶
Email engagement captures interactions with the emails that your brand has sent to your customers. There are three sets of data that you can make available in your tenant:
Engagement attributes¶
The Email Engagement Attributes table contains many of the same fields as the Email Engagement Summary, except for the addition of the Amperity ID field. Whereas the Email Engagement Summary table is unique by email and brand (if available), the Email Engagement Attributes table is unique by the Amperity ID and email for each brand combination.
Note
In the Email Engagement Attributes table, each Amperity ID should only have one email address, per brand.
Tip
The Email Engagement Attributes table pulls the email engagement data, for each Amperity ID, from the Email Engagement Summary table using the email associated with it in the Merged Customers table.
Apply email-attributes/ semantic tags to data sources, and then add the Email Engagement Attributes table to your customer 360 database using a built-in SQL template. Some customization of this SQL template is necessary to align the behavior of this table to the data that exists in your tenant.
Engagement summary¶
The Email Engagement Summary table contains 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.
The Email Engagement Summary table is generated as Stitch output after applying email summary semantic tags (when available) alongside email events semantic tags to data sources that contain email engagement data, such as opens, clicks, opt-in and opt-out preferences, or conversions.
Unified email events¶
The Unified Email Events table contains individual email event information, 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.
The Unified Email Events table is generated as Stitch output after applying email events semantic tags to data sources that contain email engagement data, such as opens, clicks, opt-in and opt-out preferences, or conversions.
Fiscal calendars¶
A fiscal calendar is a yearly accounting period that aligns the weeks and months in a calendar year with holidays and a brand’s marketing goals to align the business for an entire calendar year. A common fiscal calendar used by brands is the 4-5-4 fiscal calendar.
You may use one of the following data assets to define a fiscal calendar or you may provide to Amperity a file that contains your brand’s complete fiscal calendar:
NRF calendar¶
The NRF calendars data asset contains a 4-5-4 fiscal calendar that spans from 2016-2024 and divides each year into months based on a 4 weeks - 5 weeks - 4 weeks format. Each month has the same number of Saturdays and Sundays, which ensures like days can be compared.
A 4-5-4 calendar divides years into months using a 4 weeks - 5 weeks - 4 weeks pattern. Each week starts on a Sunday and ends on a Saturday. Each quarter has the same number of days. A 4-5-4 calendar can be useful for comparing like days for sales reporting purposes.
To add the NRF calendar data asset
Extended fiscal calendar¶
Important
Ask your Amperity representative for help building a customized fiscal calendar for your tenant that includes holidays and marketing windows that are important for your brand.
You can download an extended fiscal calendar (CSV file) that runs from 2016 to 2030 and uses a 4-5-4 pattern. This fiscal calendar includes the following holidays:
New Year’s Day
Martin Luther King Day
Valentine’s Day
President’s Day
St. Patrick’s Day
Memorial Day weekend
Canada Day
Independence Day
Juneteenth
Labor Day weekend
Halloween
Thanksgiving weekend
Black Friday
Cyber Monday
Christmas
Boxing Day
Use this CSV file to explore what a fiscal calendar looks like. Use a text editor to add additional holidays, extend for additional years, and so on. You may upload this CSV file to Amperity directly using the Feed Editor, and then apply semantic tags for fiscal calendars.
Loyalty programs¶
A loyalty program helps your brand build positive experiences with your customers in the form of rewards, referral programs, early access, incentives, customer community, more direct ways to provide feedback, and more.
Your highest-value customers are often members of your brand’s loyalty program. Use the loyalty data assets to analyze the performance of your loyalty program and look for ways to improve the experiences your customers have with your brand.
Loyalty events¶
The Unified Loyalty Events table contains a row for loyalty program events, unique by Amperity ID and event datetime.
Apply loy/event semantic tags to data sources, and then add the Unified Loyalty Events table to your customer 360 database as a passthrough table.
Loyalty profiles¶
The Unified Loyalty table contains a row for every customer who belongs to your loyalty program, unique by combination of Amperity ID and loyalty ID.
Apply loy semantic tags to data sources, and then add the Unified Loyalty table to your customer 360 database as a passthrough table, after which you can analyze retention rates and customer value for your loyalty program. For example:
Reference data assets¶
The following file-based data assets are available:
Request to enable access to file-based data assets
Amperity makes CSV files available to your tenant from an Amazon S3 bucket. Create a support ticket and request to enable the “Amperity data assets Amazon S3 bucket” for your tenant. Use any of these options:
The Report a problem option in Amperity
By sending an email to support@amperity.com
After the Amperity data assets Amazon S3 bucket is enabled, use a courier to pull individual data assets from that location to your tenant using an Amazon S3 data source.
Address standardization¶
Address standardization is a list of address variations for state and street names. Use this data asset with address-based householding workflows.
To add the address standardization data asset
Gender name ratios¶
Use the gender name ratios data asset to use gender prediction to apply personalization strategies to your marketing campaigns.
The gender_name_ratios.csv file contains a list of baby names from the past ~130 years, along with their associated gender.
The source of the data in the gender_name_ratios.csv file is from United States Social Security Administration records for popularity and frequency of baby names . These records were used to generate the gender_name_ratios.csv file, which is similar to:
given_name,predicted_gender,gender_name_ratio,male_count,female_count
EMILIA,F,7178.6,5,35893
THERESE,F,7025.0,5,35125
AILEEN,F,6969.8,5,34849
...
LINDSEY,F,20.2,7710,156111
MORRISON,M,20.2,1496,74
ROLLA,M,20.1,1306,65
The most important column is gender_name_ratio, which describes what proportion of given_name is associated with one gender versus the other.
Note
Only names with a ratio greater than 20 are included. This ensures that any prediction has a ~95% chance of being accurate based on the given name.
Only names with at least 1000 male or female examples were included. This filters out very uncommon names.
To add the gender name ratios data asset
Lookup tables¶
The following lookup tables are available from Amperity data assets:
Lookup: Countries¶
The country lookup data asset provides a set of standardized names and codes for all countries, along with categories for regions (Americas, Asia, Africa, etc.), sub-regions (Latin America and the Caribbean, Sub-Saharan Africa, etc.), and region codes.
To add the country lookups data asset
Lookup: United States¶
The country lookup data asset provides a set of standardized names and codes for the United States, including states and territories, along with United States Postal Service (USPS) and International Organization for Standardization (ISO) codes.
To add the United States lookups data asset
Lookup: Zip codes¶
The zip codes lookup data asset provides a list of zip codes that:
Identifies if a zip code is standard, a post office box, or unique
Associates the primary city for each zip code
The state, county, and time zone in which a zip code is located
The phone number area codes associated with a zip code
The number of households and population counts within each zip code, including demographics
Geolocation data for each zip code
To add the zip codes lookups data asset
Normalization: United States¶
The normalization for United States data asset provides a list of long and abbreviated names for all 50 states within the United States.
To add the zip codes lookups data asset