Unified Paid Media table

The Unified Paid Media table builds customer profiles that contain all known PII–including email addresses, phone numbers, names, and physical addresses–for each Amperity ID. This is different from the Merged Customers table, which has only the best PII for each Amperity ID. Use the Unified Paid Media to help increase the total number of matched customers with your paid media campaigns.

Note

The Unified Paid Media table is built from the Unified Coalesced table to build customer profiles that include all known personally identifiable information (PII), including email addresses, phone numbers, and physical addresses.

Add this table to your customer 360 database when your brand wants to send all known PII downstream for use with paid media campaigns.

Add table

The Unified Paid Media table is an optional table for the customer 360 database. The Unified Paid Media table is built using a SQL template.

Note

The Unified Paid Media table uses a Spark SQL query to pull the Amperity ID, along with all known PII data, from the Unified Coalesced table.

The Unified Coalesced table has all PII data processed through Stitch. Each semantic tag is a column header. All data is coalesced into a single table. A unique Amperity ID may appear in more than one row.

To add the Unified Paid Media table

1. From the Customer 360 page, under All Databases, select the menu for the customer 360 database, and then click Edit.

2. From the Database Editor, click Add Table.

3. Name the table “Unified_Paid_Media”.

4. Set the build mode to SQL.

5. Click Apply template, and then select Unified Paid Media.

6. Click Validate to verify the SQL runs without error.

7. Optional. Adjust the row limit.

8. Click Next. This opens the Database Table Definition page.

9. Add a table description. This enables a tooltip that is visible from other areas in Amperity.

10. Verify that semantic tags—given_name, surname, email, phone, address, city, state, postal, birthdate, gender, etc.—were applied to all PII fields correctly.

    Tip

    You can clear incorrectly tagged semantics individually or for the entire table. To clear semantic tags for the entire table, under Semantic Suggestions click Clear semantics.

11. Under Version History, select Enable table version history.

12. Click Save.

SQL query

The following SQL query is the recommended starting point for the Unified Paid Media table. It is a series of window function that collects and groups all known PII data, and then a statement that updates the Unified Paid Media table with the results.

Recommended starting point

The following query is the starting point for the Unified Paid Media table.

sql-unified-paid-media

WITH pii_row_limit AS (
  SELECT 10 AS limit
)

,all_ampids AS (
  SELECT DISTINCT
    amperity_id
  FROM Unified_Coalesced
)

,address_and_details_prep AS (
  SELECT DISTINCT
    amperity_id
    ,LOWER(given_name) AS given_name
    ,LOWER(surname) AS surname
    ,LOWER(address) AS address
    ,LOWER(address2) AS address_line_2
    ,LOWER(city) AS city
    ,CASE
      WHEN TRIM(LOWER(state)) IN ('alabama','al') THEN 'AL'
      WHEN TRIM(LOWER(state)) IN ('alaska','ak') THEN 'AK'
      WHEN TRIM(LOWER(state)) IN ('arizona','az') THEN 'AZ'
      WHEN TRIM(LOWER(state)) IN ('arkansas','ar') THEN 'AR'
      WHEN TRIM(LOWER(state)) IN ('california','ca') THEN 'CA'
      WHEN TRIM(LOWER(state)) IN ('colorado','co') THEN 'CO'
      WHEN TRIM(LOWER(state)) IN ('connecticut','ct') THEN 'CT'
      WHEN TRIM(LOWER(state)) IN ('delaware','de') THEN 'DE'
      WHEN TRIM(LOWER(state)) IN ('district of columbia','dc') THEN 'DC'
      WHEN TRIM(LOWER(state)) IN ('florida','fl') THEN 'FL'
      WHEN TRIM(LOWER(state)) IN ('georgia','ga') THEN 'GA'
      WHEN TRIM(LOWER(state)) IN ('hawaii','hi') THEN 'HI'
      WHEN TRIM(LOWER(state)) IN ('idaho','id') THEN 'ID'
      WHEN TRIM(LOWER(state)) IN ('illinois','il') THEN 'IL'
      WHEN TRIM(LOWER(state)) IN ('indiana','IN') THEN 'IN'
      WHEN TRIM(LOWER(state)) IN ('iowa','ia') THEN 'IA'
      WHEN TRIM(LOWER(state)) IN ('kansas','ks') THEN 'KS'
      WHEN TRIM(LOWER(state)) IN ('kentucky','ky') THEN 'KY'
      WHEN TRIM(LOWER(state)) IN ('louisiana','la') THEN 'LA'
      WHEN TRIM(LOWER(state)) IN ('maine','me') THEN 'ME'
      WHEN TRIM(LOWER(state)) IN ('maryland','md') THEN 'MD'
      WHEN TRIM(LOWER(state)) IN ('massachusetts','ma') THEN 'MA'
      WHEN TRIM(LOWER(state)) IN ('michigan','mi') THEN 'MI'
      WHEN TRIM(LOWER(state)) IN ('minnesota','mn') THEN 'MN'
      WHEN TRIM(LOWER(state)) IN ('mississippi','ms') THEN 'MS'
      WHEN TRIM(LOWER(state)) IN ('missouri','mo') THEN 'MO'
      WHEN TRIM(LOWER(state)) IN ('montana','mt') THEN 'MT'
      WHEN TRIM(LOWER(state)) IN ('nebraska','ne') THEN 'NE'
      WHEN TRIM(LOWER(state)) IN ('nevada','nv') THEN 'NV'
      WHEN TRIM(LOWER(state)) IN ('new hampshire','nh') THEN 'NH'
      WHEN TRIM(LOWER(state)) IN ('new jersey','nj') THEN 'NJ'
      WHEN TRIM(LOWER(state)) IN ('new mexico','nm') THEN 'NM'
      WHEN TRIM(LOWER(state)) IN ('new york','ny') THEN 'NY'
      WHEN TRIM(LOWER(state)) IN ('north carolina','nc') THEN 'NC'
      WHEN TRIM(LOWER(state)) IN ('north dakota','nd') THEN 'ND'
      WHEN TRIM(LOWER(state)) IN ('ohio','oh') THEN 'OH'
      WHEN TRIM(LOWER(state)) IN ('oklahoma','ok') THEN 'OK'
      WHEN TRIM(LOWER(state)) IN ('oregon','or') THEN 'OR'
      WHEN TRIM(LOWER(state)) IN ('pennsylvania','pa') THEN 'PA'
      WHEN TRIM(LOWER(state)) IN ('rhode island','ri') THEN 'RI'
      WHEN TRIM(LOWER(state)) IN ('south carolina', 'sc') THEN 'SC'
      WHEN TRIM(LOWER(state)) IN ('south dakota', 'sd') THEN 'SD'
      WHEN TRIM(LOWER(state)) IN ('tennessee', 'tn') THEN 'TN'
      WHEN TRIM(LOWER(state)) IN ('texas', 'tx') THEN 'TX'
      WHEN TRIM(LOWER(state)) IN ('utah', 'ut') THEN 'UT'
      WHEN TRIM(LOWER(state)) IN ('vermont', 'vt') THEN 'VT'
      WHEN TRIM(LOWER(state)) IN ('virginia', 'va') THEN 'VA'
      WHEN TRIM(LOWER(state)) IN ('washington', 'wa') THEN 'WA'
      WHEN TRIM(LOWER(state)) IN ('west virginia', 'wv') THEN 'WV'
      WHEN TRIM(LOWER(state)) IN ('wisconsin', 'wi') THEN 'WI'
      WHEN TRIM(LOWER(state)) IN ('wyoming', 'wy') THEN 'WY'
      WHEN TRIM(LOWER(state)) IN ('american samoa', 'as') THEN 'AS'
      WHEN TRIM(LOWER(state)) IN ('guam', 'gu') THEN 'GU'
      WHEN TRIM(LOWER(state)) IN ('northern mariana islands', 'mp') THEN 'MP'
      WHEN TRIM(LOWER(state)) IN ('puerto rico', 'pr') THEN 'PR'
      WHEN TRIM(LOWER(state)) IN ('us virgin islands', 'vi') THEN 'VI'
      WHEN TRIM(LOWER(state)) IN ('us minor outlying islands', 'um') THEN 'UM'
      WHEN TRIM(LOWER(state)) IN ('marshall islands', 'mh') THEN 'MH'
      WHEN TRIM(LOWER(state)) IN ('micronesia', 'fm') THEN 'FM'
      WHEN TRIM(LOWER(state)) IN ('palau', 'pw') THEN 'PW'
      WHEN TRIM(LOWER(state)) IN ('us armed forces americas', 'aa') THEN 'AA'
      WHEN TRIM(LOWER(state)) IN ('us armed forces europe', 'ae') THEN 'AE'
      WHEN TRIM(LOWER(state)) IN ('us armed forces pacific', 'ap') THEN 'AP'
      WHEN TRIM(LOWER(state)) IN ('alberta', 'ab') THEN 'AB'
      WHEN TRIM(LOWER(state)) IN ('british columbia', 'bc') THEN 'BC'
      WHEN TRIM(LOWER(state)) IN ('manitoba', 'mb') THEN 'MB'
      WHEN TRIM(LOWER(state)) IN ('new brunswick', 'nb') THEN 'NB'
      WHEN TRIM(LOWER(state)) IN ('newfoundland AND labrador', 'nl') THEN 'NL'
      WHEN TRIM(LOWER(state)) IN ('nova scotia', 'ns') THEN 'NS'
      WHEN TRIM(LOWER(state)) IN ('ontario', 'on') THEN 'ON'
      WHEN TRIM(LOWER(state)) IN ('prince edward island', 'pe') THEN 'PE'
      WHEN TRIM(LOWER(state)) IN ('quebec', 'qc') THEN 'QC'
      WHEN TRIM(LOWER(state)) IN ('saskatchewan', 'sk') THEN 'SK'
      WHEN TRIM(LOWER(state)) IN ('northwest territories','nt') THEN 'NT'
      WHEN TRIM(LOWER(state)) IN ('nunavut','nu') THEN 'NU'
      WHEN TRIM(LOWER(state)) IN ('yukon','yt') THEN 'YT'
      ELSE UPPER(state)
    END AS state
    ,postal AS zip
    ,CASE
      WHEN LOWER(country) IN ('united states','usa') THEN 'us'
      ELSE LOWER(country)
    END AS country
    ,birthdate
    ,CASE
      WHEN LOWER(gender) IN ('female','woman','w') THEN 'f'
      WHEN LOWER(gender) IN ('male','man') THEN 'm'
      WHEN LOWER(gender) IN ('unknown','undefined','u','null') THEN null
      ELSE LOWER(gender)
    END AS gender
    ,MAX(update_dt) AS update_dt
    ,MAX(pk) AS pk
  FROM Unified_Coalesced
  GROUP BY amperity_id
    ,given_name
    ,surname
    ,address
    ,address_line_2
    ,city
    ,state
    ,zip
    ,country
    ,birthdate
    ,gender
)

,address_and_details AS (
  SELECT DISTINCT
    amperity_id
    ,given_name
    ,surname
    ,address
    ,address_line_2
    ,city
    ,state
    ,zip
    ,country
    ,birthdate
    ,gender
  FROM (
    SELECT
      amperity_id
      ,given_name
      ,surname
      ,address
      ,address_line_2
      ,city
      ,state
      ,zip
      ,country
      ,birthdate
      ,gender
      ,ROW_NUMBER() OVER (
        PARTITION BY amperity_id
        ORDER BY (
          INT(ISNOTNULL(address)) +
          INT(ISNOTNULL(given_name)) +
          INT(ISNOTNULL(surname)) +
          INT(ISNOTNULL(zip))
        ) DESC
        ,update_dt DESC
        ,pk
      ) AS update_rank
    FROM address_and_details_prep
    WHERE COALESCE (
      given_name
      ,surname
      ,address
      ,address_line_2
      ,city
      ,state
      ,zip
      ,country
      ,birthdate
      ,gender
    ) IS NOT NULL
  )
  WHERE update_rank <= (
    SELECT limit FROM pii_row_limit
  )
)

,cleaned_emails AS (
    SELECT
    DISTINCT
    amperity_id
    ,email
  FROM (
    SELECT
      amperity_id
      ,EXPLODE(SPLIT(LOWER(email), ',')) AS email
      ,update_dt
      ,pk
      ,ROW_NUMBER() OVER (
        PARTITION BY amperity_id
        ORDER BY update_dt DESC
        ,pk
      ) AS update_rank
    FROM Unified_Coalesced
    WHERE email IS NOT NULL
  )
  WHERE update_rank <= (
    SELECT limit FROM pii_row_limit
  )
)

,cleaned_phones AS (
  SELECT DISTINCT
    amperity_id
    ,phone
  FROM (
    SELECT
      amperity_id
      ,EXPLODE(SPLIT(REGEXP_REPLACE(phone, '[-.()]', ''), ',')) AS phone
      ,update_dt
      ,pk
      ,ROW_NUMBER() OVER (
        PARTITION BY amperity_id
        ORDER BY update_dt DESC
        ,pk
      ) AS update_rank
    FROM Unified_Coalesced
    WHERE phone IS NOT NULL
  )
  WHERE update_rank <= (
    SELECT limit FROM pii_row_limit
  )
)

SELECT
  aa.amperity_id
  ,ad.given_name
  ,ad.surname
  ,TRIM(ce.email) AS email
  ,TRIM(cp.phone) AS phone
  ,ad.address
  ,ad.address_line_2
  ,ad.city
  ,ad.state
  ,ad.zip
  ,ad.country
  ,ad.birthdate
  ,ad.gender
FROM all_ampids aa
LEFT JOIN address_and_details ad ON aa.amperity_id = ad.amperity_id
LEFT JOIN cleaned_emails ce ON aa.amperity_id=ce.amperity_id
LEFT JOIN cleaned_phones cp ON aa.amperity_id=cp.amperity_id
  WHERE (
    ISNOTNULL(ad.address)
    AND ISNOTNULL(ad.zip)
  )
OR ISNOTNULL(COALESCE(ce.email,cp.phone))

Optional updates

The Unified Paid Media does not require customization, but you may make the following updates:

• Configure the row limit

• State, province, and territory codes

Configure the row limit

The Unified Paid Media table is configured by default to include a ranked list of up to 10 phone numbers, email addresses, and addresses/details for each unique Amperity ID.

Important

Amperity IDs are duplicated in the Unified Paid Media table, but are limited by the configured row limit.

You can configure the row limit by changing a value in the pii_row_limit common table expression at the start of the query. For example, a value of “3” will include the top 3 ranked phone numbers, email addresses, and physical addresses for each unique Amperity ID:

WITH pii_row_limit AS (
  SELECT 3 AS limit
)

How many rows are defined by the row limit?

If the limit is set to 10, and there are 10 rows each for email addresses, phone numbers, and address/details, there will be 10 x 10 x 10 combinations of rows, or 1000 rows in the Unified Paid Media table.

If the limit is set to 5, and there are 5 rows each, there will be 5 x 5 x 5 combinations of rows, or 125 rows.

If the limit is set to 3, and there are 3 rows each, there will be 3 x 3 x 3 combinations of rows, or 27 rows.

Adjust the row limit to control the size of the Unified Paid Media table, as required to support your brand’s goals for match rates and customer matches in downstream marketing applications.

When an audiences is sent to a destination and that audience uses the Unified Paid Media table, only the fields that are supported by the downstream marketing application will be sent. For example, if a downstream marketing tool only requires email addresses, a row limit of 10 will send up to 10 email addresses for each Amperity ID that matched the audience that was built in Amperity.

State, province, and territory codes

Amperity uses a CASE statement ot define standardized state and province codes for the United States (states and territories) and Canada (provinces and territories).

The default CASE statement located in the address_and_details_prep common table expression standardizes states, provinces, and territories into two digit codes:

,CASE
  WHEN TRIM(LOWER(state)) IN ('alabama','al') THEN 'AL'
  WHEN TRIM(LOWER(state)) IN ('alaska','ak') THEN 'AK'
  [... 72 rows ...]
  WHEN TRIM(LOWER(state)) IN ('nunavut','nu') THEN 'NU'
  WHEN TRIM(LOWER(state)) IN ('yukon','yt') THEN 'YT'
  ELSE UPPER(state)
END AS state

You may update the codes within the CASE statement located in the address_and_details_prep common table expression to align to the codes your brand uses or you may use a separate mapping file that is joined to this table.

Column reference

The Unified Paid Media table only contains field associated with customer profile semantic tags (names, physical addresses, phone numbers, email addresses, birthdates, and gender) along with the Amperity ID.

Column name	Data type	Description
Amperity ID	String	The unique identifier that is assigned to clusters of customer records that all represent the same individual. Each row in this table is associated with an Amperity ID; rows in this table are not unique by Amperity ID.
Address	String	The address connected with the location of a customer, such as “123 Main Street”.
Address Line 2	String	Address information, such as an apartment number or a post office box, connected with the location of a customer, such as “Apt #9”.
Birthdate	Date	The date of birth connected with a customer.
City	String	The city connected with the location of a customer.
Country	String	The country connected with the location of a customer.
Email	String	The email address connected with a customer. A customer may have more than one email address.
Gender	String	The gender connected with a customer.
Given Name	String	The first name connected with a customer.
Phone	String	The phone number connected with a customer. A customer may have more than one phone number.
Zip	String	The zip code or postal code connected with the location of a customer.
State	String	The state or province connected with the location of a customer.
Surname	String	The last name connected with a customer.