Glossary¶

Welcome to the Amperity glossary.

A¶

ActiveCampaign: Active Campaign is an automation platform for ecommerce, business-to-consumer, and business-to-business that helps you use email and SMS marketing to reach, nurture, convert, and grow your customer base.

active customer: An active customer is one whose likelihood of returning to make another purchase is above 50%.

active database: An active database is fully configured to use stitched output tables, is ready to be run, is ready for queries and segmentation, and may be added to a workflow.

active segment

An active segment can be run from the Segments page or be run automatically (using an orchestration). An active segment:

Must have a unique name
Remains active until deleted
May only be edited as a draft segment, which is created automatically; a draft segment is assigned the same name as the active segment, but with “–Draft” appended to it
Remains active until a draft segment is activated
May be assigned to an automatic or manual workflow

Acxiom: Acxiom collects, analyzes, and sells information about customers and businesses for use with targeted advertising campaigns.

ad suppression: Ad suppression is an approach to marketing that intentionally limits or prevents the display of advertisements to certain users or in specific contexts. For example: preventing users from seeing an ad too frequently, removing users from an audience when they are not relevant, or ensuring compliance with advertising guidelines or regulatory policies.

address

The address that is associated with the location of a customer, such as “123 Main Street”.

-or-

The address that is associated with the location of a unique Amperity ID. For example: 123 Main Street.

address-based householding: Address-based householding is a process that standardizes addresses, pairs them with a last name, and then assigns that pair a Household ID.

address2

Additional address information, such as an apartment number or a post office box, that is associated with the location of a customer, such as “Apt #9”.

-or-

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

Adjust: Adjust is an analytics platform that helps marketers grow their mobile apps with solutions for measuring and optimizing campaigns and protecting user data.

Adobe Analytics: Adobe Analytics provides useful intelligence about customer activity on Web sites and mobile devices. Marketers can analyze clickstream data to understand what their customers are doing in real-time, and then optimize customer experiences across brands.

Adobe Campaign: Adobe Campaign is a cloud-based service that manages direct marketing campaigns, leads, resources, customer data, and analytics.

Adobe Commerce: Adobe Commerce is a digital commerce and order management platform that allows customers to build multichannel ecommerce experiences on a single platform. Adobe Commerce uses MySQL for database management.

Adobe Customer Attributes: Adobe Customer Attributes is a component of Adobe Experience Cloud that enables users to upload visitor information (customer attributes), and then make those details available to Adobe Target and Adobe Analytics.

Adobe Experience Platform: Adobe Experience Platform is a component of Adobe Experience Cloud that transforms data into robust customer profiles that update in real-time and help marketers understand how to optimize customer experiences across every channel.

Adobe Marketo: Adobe Marketo is marketing automation software that streamlines, automates, and measures marketing tasks and workflows.

AdRoll: AdRoll is an advertising platform that helps companies grow revenue through seamless marketing and ads.

Affinity table: An Affinity table associates individual customers to the products they are most likely to purchase. Use an Affinity table to help deliver personalized experiences to your customers.

Airship: Airship is a customer engagement platform that helps marketers connect with their customers across every stage of the customer lifecycle.

Airtable: Airtable works like a spreadsheet but gives you the power of a database to organize anything.

All Opted In Emails: 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.

Amazon Ads: Amazon Ads is an online advertising platform that helps brands meet their audiences where they shop, read, listen, and watch.

Amazon DSP: Amazon DSP is a demand-side platform for paid media advertising that allows you to programmatically buy ads to reach new and existing audiences on and off Amazon.

Amazon Kinesis Data Firehose, AWS Kinesis: Amazon Kinesis Data Firehose is a fully managed service for delivering real-time streaming data to Amazon S3.

Amazon Marketing Cloud: Amazon Marketing Cloud (AMC) is a secure, privacy-safe, and cloud-based clean room solution, in which advertisers can perform analytics and build audiences across pseudonymized signals, including Amazon Ads signals as well as their own inputs.

Amazon Pinpoint: Amazon Pinpoint is a flexible and scalable communications service for inbound and outbound marketing. Use Amazon Pinpoint to connect with your customers over a variety of channels, such as email, SMS, push, voice, in-app messaging.

Amazon QuickSight: Amazon QuickSight is a cloud-based, self-service BI tool for creating and publishing interactive dashboards for retail, ecommerce, manufacturing, and more.

Amazon Redshift: Amazon RedShift is a data warehouse located within Amazon Web Services that can handle massive sets of column-oriented data.

Amazon S3, Amazon Simple Storage Service: Amazon Simple Storage Service (Amazon S3) stores customer data files of any size in any file formats.

Amperity: Amperity is a cloud application that ingests all customer data in its native format from any source, and then resolves customer identities across records even when data is incomplete, inconsistent, or lacks linking keys. All behavioral, contextual, and transactional data is merged to form useful customer profile views with out-of-the-box attributes, affinities, and insights. Use queries and segments to identify specific groups of customers, and and then send those results to any downstream workflow.

Amperity Bridge: Amperity Bridge allows users to share data between Amperity and a data lakehouse using industry-standard data formats. Each bridge can be quickly configured to enable inbound and/or outbound connections that give your brand access to shared tables without replicating data.

Amperity Data Warehouse (ADW): See Business Intelligence Connect.

Amperity ID

An Amperity ID is a patented unique identifier that is assigned to clusters of customer records. A single Amperity ID represents a single individual. Unlike other systems, the Amperity ID is reassessed every day for the most comprehensive view of your customers.

Note

The Amperity ID is a universally unique identifier (UUID) that is represented by 36 characters spread across five groups separated by hyphens: 8-4-4-4-12.

For example:

123e4567-e89b-12d3-a456-426614174000

Amperity.js: Amperity.js is a JavaScript-based software development kit that integrates directly with any website or web application to support real-time streaming of data from that website to Amperity.

Amplitude: Amplitude is a self-service digital analytics platform to understand your users, drive conversions, and increase engagement, growth and revenue.

anonymous visitor: An anonymous visitor is an individual who visits a website, but does not sign up to receive information and does not purchase anything from the website. Anonymous visitors are interesting from a marketing perspective because they have shown some form of intent to engage with a brand. Anonymous visitors are a significant percentage–often more than 95%!–of website traffic.

Apache Avro: Apache Avro is a row-oriented remote procedure call and data serialization framework developed within the Apache Hadoop ecosystem. Avro uses JSON to define data types and protocols, and serializes data in a compact binary format.

Apache Parquet: Apache Parquet is a free and open-source column-oriented data storage format developed within the Apache Hadoop ecosystem. It is similar to RCFile and ORC, but provides more efficient data compression and encoding schemes with enhanced performance and can better handle large amounts of complex bulk data.

Apple Search Ads: Apple Search Ads helps people discover your app on the App Store, matching customers with your app at the right moments.

AppsFlyer: AppsFlyer is a mobile app tracking and attribution analytics platform that helps drive predictable app growth, protects customer privacy and delivers exceptional mobile experiences.

Attentive Mobile: Attentive Mobile is a personalized mobile messaging platform that improves brand engagement with mobile consumers.

attributes explorer: The attributes explorer is an expandable list of tables and column names that may be used for reference while building queries and segments. The attributes explorer is located on the right-side of the Segments page and shows, for each table that is available to be queried, the list of available attributes.

attributes table: An attributes table consolidates a set of fields for use with a specific downstream workflow, and then assigns names to each field that correctly map to the naming patterns that are required by that workflow.

audience: An audience is a list of customers who match the attributes, filters, and conditions that are applied to a segment.

audience sizes

Audience sizes represent the total number of customers that are necessary for a percentage of purchases to be made within a given time window.

A large audience represents the percentage of the total audience that was required to capture 90% of total purchases 30 days ago.
A medium audience represents the percentage of the total audience that was required to capture 70% of total purchases 30 days ago.
A small audience represents the percentage of the total audience that was required to capture 50% of total purchases 30 days ago.

AUR, average unit retail: The average selling price for a retail item.

Australian Privacy Principles (APP): The Australian Privacy Principles (APP) is a law that covers data protection and privacy in Australia. It governs a broad set of standards, including rights and obligations around the collection, use and disclosure of personal information, the integrity and correction of personal information, and the rights of individuals to access their personal information.

authentication: Authentication is the process of establishing that a user is who they say they are. For example, by asking a user to provide a username and password.

authorization: Authorization is the process of establishing that a user is allowed to perform a given action. Authorization is mapped to a role in Amperity.

automatic courier: An automatic courier is an active courier that is configured to be run as part of a courier group on a scheduled basis. An automatic courier is configured from the Sources page and is a prerequisite for certain downstream processes.

automatic query: An automatic query is an active query that is configured to be run whenever upstream data changes. An automatic query is configured from the Queries page.

automatic segment: An automatic segment is an active segment that is configured to be run whenever upstream data changes. An automatic segment is configured from the Segments tab.

AWS Connect: Amazon Connect is a contact center as a service (CCaS) solution that offers easy, self-service configuration and enables dynamic, personal, and natural customer engagement at any scale.

average order value: Average order value is the average order value for a unique customer’s transactions.

average unit retail: See AUR.

AWS Lambda: AWS Lambda runs code for any type of application or backend service that can be configured to run automatically from within Amazon Web Services to support any downstream workflow.

Azure Blob Storage: Azure Blob Storage is an object storage solution for the cloud that is optimized for storing massive amounts of unstructured data.

Azure Cloud Functions: Azure Functions is a serverless compute service that enables you to run code on-demand without having to explicitly provision or manage infrastructure.

Azure Data Factory: Azure Data Factory is a service in Azure that can convert any data format into another data format, such as converting Apache Parquet to CSV.

Azure Data Lake Storage

Azure Data Lake Storage is a no-limits data lake that enables access to files as if they were in a directory structure.

Azure Data Lake Storage Gen1 is a hyper-scale repository that is optimized for big data analytics workloads.

Azure Data Lake Storage Gen2 combines an Apache Hadoop compatible file system that uses an integrated hierarchical namespace along with the scale of Azure Blob Storage.

Azure Synapse Analytics: Azure Synapse Analytics is a limitless analytics service and data warehouse. Azure Synapse Analytics has four components: SQL analytics, Apache Spark, hybrid data integration, and a unified user experience.

B¶

bad-values blocklist: A bad-values blocklist contains known values that appear frequently in data and should be excluded from the Stitch process.

Bazaarvoice: Bazaarvoice allows retailers to manage user-generated content on their website.

BigCommerce: BigCommerce is an all-in-one tool used to build storefronts, optimize product searches, and convert shoppers into customers.

birthdate

The date of birth that is associated with a customer.

-or-

The date of birth that is associated with a unique Amperity ID.

block: A block is a group of records that match the characteristics defined by the blocking strategy.

blocking: Blocking is a process that uses simple rules to divide massive sets of data records into small blocks that are rapidly processed and offer higher probabilities of discovering matching records.

blocking key, bk-[semantic]: A blocking key defines a specific combination of characters to be used as a blocking strategy. For example, the first three characters in given-name, the first character in surname, and birthdate represent a blocking key.

blocking strategy: A blocking strategy acts like a filter against a very large data set. Each blocking strategy applies its filter and all records that match are grouped together into a block. Each record that matches a blocking strategy is a blocking key.

Bluecore: Bluecore is a marketing technology company that intelligently connects casual shoppers to products with the goal of transforming those casual shoppers into lifetime customers.

Bluekai: See Oracle DMP.

brand: The brand associated with a customer interaction.

Braze: Braze is a leading marketing automation platform that allows users to create custom experiences based on sophisticated customer attributes and segments, then map those experiences to campaigns.

Brightloom: Brightloom is a customer growth platform (CGP) company for restaurants, retailers, and consumer brands that leverages customer transaction history and marketing campaign data to predict individual customer buying preferences.

Business Intelligence Connect: Business Intelligence Connect is an Amperity-managed cloud data warehouse that provides an easy-to-access location from which you can use any BI tool to access all of your Amperity data.

byte order mark: The byte order mark (BOM) is an optional usage of the special Unicode character “U+FEFF BYTE ORDER MARK”. This character is used as a magic number at the start of a file to indicate byte order and character encoding in the file.

C¶

California Consumer Privacy Act (CCPA): The California Consumer Privacy Act (CCPA) is a law that covers data protection and privacy in the state of California. It gives control to individuals over their personal data and addresses the transfer of personal data, including providing for the ability to request removal of data.

Camelot SMM: Camelot SMM provides marketing strategies and media services to top brands of all sizes, leveraging data, technology, and industry-leading experience.

campaign: A campaign is a message or offer that is sent to a specific group of customers or recipients.

Campaign Monitor: Campaign Monitor is an email marketing platform that tracks details related to email campaigns (opens, clicks, bounces, unsubscribes, spam complaints, and recipients) and email subscriber lists (active, unconfirmed, bounced, and deleted subscribers), and other details.

campaign type

A campaign may be one of the following types:

One-time
Recurring

Campaign Recipients: The Campaign Recipients table contains a list of Amperity IDs associated with any campaign that was sent from Amperity. Each campaign is associated with the segment used to generate the list of recipients, the control and treatment groups (including sub-audiences) used for the campaign, its launch date, and all destinations to which the campaign was sent.

Campaigns tab: The Campaigns page enables the use of segments to define audiences that can be sent to any downstream marketing workflow.

cardinality: Cardinality is a measure of how many unique values are present in data. A higher cardinality indicates a larger percentage of unique values, whereas a lower cardinality indicates a higher percentage of repeat values.

CASS, coding accuracy support system: Coding accuracy support system (CASS) is an address standardization concept that helps clean address to make them more effective for direct mail campaigns.

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

Cheetah Digital: Cheetah Digital is a customer engagement platform that helps marketers deliver personalized experiences, create effective cross-channel messaging, and increase customer loyalty.

churn: Churn represents the likelihood of a customer not making a purchase during the next year.

churn prevention: Churn prevention is a process of identifying, and then marketing to users who are likely to churn.

churn propensity

Churn propensity is a predictive model that determines the likelihood that a customer will be active at any point in time, based on their purchase history. The churn propensity model outputs a score between 0 and 1 that represents a customer’s probability of returning to make a purchase.

A score closer to 0 indicates a low probability of churn, suggesting the customer is likely to remain active.
A score closer to 1 indicates a high probability of churn, suggesting the customer is at risk of leaving.

city

The city that is associated with the location of a customer.

-or-

The city that is associated with the location of a unique Amperity ID.

claim: A claim is a set of information that is provided by an identity provider (IDP) to a service provider (Amperity). Each individual claim key specifies a single claim, such as a user’s email address, name, or the role to which they are assigned in Amperity.

clienteling: Clienteling is a technique used by retail sales associates to establish long-term relationships with key customers based on data about their preferences, behaviors and purchases.

cluster graph

A cluster graph is one of the outcomes of the Stitch process. It is a visual representation of every pairwise connection in a cluster of records. Each pair can be explored in more detail.

See pairwise connection and stitched records.

cluster transition: A cluster transition occurs when records move from one cluster to another during the Stitch process.

clustering: Clustering is the process of deciding which records are included in a customer profile. A matching threshold defines the minimum threshold at which two records can be matched, and then included in a cluster. Lower quality matches may be included, but only as a transitive connection. Distinct customer profiles emerge as a cluster of record pairs.

CLV: Customer lifetime value (CLV) measures how valuable a customer has been to your company or brand.

COGS, cost of goods sold: 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.

combined requests table: The Combined Requests table consists of all the data subject access request (DSAR) data pulled from single or multiple tables with compliance semantics assigned to them.

common table expression (CTE): A common table expression (CTE) is a named subquery defined by the WITH clause. A CTE defines a set of variables that act as a temporary view, an optional list of column names, and a query expression. The results of the query expression behaves like a table. Each column of that table is defined by the optional list of column names.

company

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

-or-

The company, typically an employer or small business, that is associated with a unique Amperity ID.

completed query: A completed query is an active query that has run successfully through Amperity as part of an orchestration within the past 24 hours.

completed segment: A completed segment is an active segment that has run successfully through Amperity as part of an orchestration within the past 24 hours.

completion: Completion is the percentage of non-NULL values within a column.

compliance detail report table: The Compliance Detail Report passthrough table contains one row for each found record.

compliance overview report table: The Compliance Overview Report passthrough table contains a row for each request.

component ID: An identifier that represents a set of records that are transitively connected with a score above threshold as an outcome of blocking and initial scoring. Records that share a component ID, but have different Amperity IDs, were split during hierarchical comparison.

Concise Binary Object Representation (CBOR): CBOR is a binary data serialization format loosely based on JSON. Like JSON it allows the transmission of data objects that contain name–value pairs, but in a more concise manner. This increases processing and transfer speeds at the cost of human-readability.

conversions: A conversion occurs when a customer takes a desired action in response to a call to action (CTA) on an online website or platform, such as signing up for a newsletter via a pop-up on a website, making a purchase after clicking on an ad, or tapping on a push notification on a mobile device.

conversion rate: Conversion rate is the percentage of website visitors who convert by taking a desired action, such as making a purchase or subscribing to a newsletter. A higher percentage represents a higher conversion rate.

Connected TV, CTV

A connected TV (CTV), is a physical device that a customer uses to watch and/or stream video content online. Examples of physical devices include:

Smart TVs, such Apple TV, Fire TV, and Android TV
Streaming sticks, such as Amazon FireStick and Chromecast
Gaming consoles, such as XBox and PlayStation

consumer packaged goods (CPG): Consumer packaged goods are items that are used on a daily basis by consumers that require routine replacement or replenishment, such as food, beverages, clothes, personal items, and household products.

control group: A control group is the percentage of an audience who will not receive communications related to a marketing campaign. Use control groups to establish a baseline against which you can measure the success of a campaign over time.

Cordial: Cordial is a cross-channel marketing and data platform that collects all of your customer data in one platform for use with audience segments, trends, and automated customer experiences.

core table

Core tables represent a normalized foundation for your brand’s data that is built from the results of the Amperity identity resolution process. Individual core tables may be used with any database your brand builds within Amperity.

See standard core table and custom core table.

cost: Cost represents the total cost of all goods sold (COGS) for a product.

country

The country that is associated with the location of a customer.

-or-

The country that is associated with the location of a unique Amperity ID.

Coupa: Coupa is a cloud platform for business spend management. Coupa delivers measurable value through real-time spend visibility, control, compliance, and agility.

courier: A courier brings data from an external system to Amperity.

courier fileset: See fileset.

courier group: A courier group is a list of one (or more) couriers that are run as a group, either ad hoc or as part of an automated schedule. A courier group can be configured to act as a constraint on downstream workflows.

courier group schedule: A schedule defines the frequency at which a courier group runs. All couriers in the same courier group run as a unit and all tasks must complete before a downstream process can be started. The schedule is defined using cron.

courier plugin: A courier plugin is a connector that is built into Amperity for the purpose of collecting data from commonly used data sources.

Criteo: Criteo is a commerce media platform that helps marketers and media owners manage and scale campaigns. Send audiences to Criteo, and then advertise to customers across paid media, including connected TV (CTV), banner ads, and video ads.

Criteo Retail Media: Criteo Retail Media allows marketers to build audiences in Criteo using their own first-party data, and then monetize those audiences by allowing others to use those audiences for their own marketing campaigns.

cron: Cron is a time-based job scheduler that uses cron syntax to automate scheduled jobs to run periodically at fixed times, dates, or intervals.

crontab syntax

Cron syntax specifies the fixed time, date, or interval at which cron will run. Each line represents a job, and is defined like this:

┌───────── minute (0 - 59)
│ ┌─────────── hour (0 - 23)
│ │ ┌───────────── day of the month (1 - 31)
│ │ │ ┌────────────── month (1 - 12)
│ │ │ │ ┌─────────────── day of the week (0 - 6) (Sunday to Saturday)
│ │ │ │ │
│ │ │ │ │
│ │ │ │ │
* * * * * command to execute

For example, 30 8 * * * represents “run at 8:30 AM every day” and 30 8 * * 0 represents “run at 8:30 AM every Sunday”. Amperity validates your cron syntax and shows you the results. You may also use crontab guru to validate cron syntax.

Cross Country Computer: Cross Country Computer specializes in strategic solutions for companies that are seeking to evolve their marketing methods around acquiring, retaining, and developing valuable customers.

CSV, comma-separated values: A comma-separated values (CSV) file, defined by RFC 4180 , is a delimited text file that uses a comma to separate values. A CSV file stores tabular data (numbers and text) in plain text. Each line of the file is a data record. Each record consists of one or more fields, separated by commas. The use of the comma as a field separator is the source of the name for this file format.

currency: Currency represents the type of currency that was used to pay for an item. For example: dollar.

custom core table: A custom core table is built using Spark SQL and may reference one (or more) core tables and/or domain tables. Use custom core tables to extend the normalized foundation to support additional use cases beyond what the set of standard core tables provides.

custom database table: A custom database table exists when domain SQL is used to build a domain table. These tables are used as inputs for standard database tables when semantic tags are applied and may be passed through to any database.

custom domain table: A custom domain table is a domain table that defines its schema using Spark SQL.

customer: A customer is a known individual with a core set of associated personally identifiable properties, such as their given name, surname, birthdate, mailing address, email address, and phone number.

customer 360 database: A customer 360 database is built using standard core tables that are generated by the Stitch process. These tables provide a unified view of your brand’s customer data, including customer profiles and interaction records, that is organized, merged, and linked together by the Amperity ID.

customer 360 profile: Amperity creates a unique profile for each unique customer record, and then stores these profiles in the Customer 360 table. Each unique profile is assigned an Amperity ID. Amperity calculates the number of unique profiles by counting the number of Amperity IDs in the Customer 360 table.

Customer 360 page: The Customer 360 page provides the interface to view and manage all databases, including the customer 360 database, along with related customer profile and interaction data. Explore and interact with stitched tables. Use Spark SQL to build the customer 360 database, add tables, define predictions, and surface data points that can be used with queries and segments.

C360, Customer 360 (data 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.

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.

customer data table: A customer data table contains customer records from an external source system.

customer key, ck: A customer key is a column in a data table that contains a unique identifier that represents a unique ID for that data as it exists in the customer’s data outside of Amperity.

customer lifecycle status

Customer lifecycle status is represented by a probabilistic score–referred to as p(return) or “probability of return”–that identifies if a customer is active or if they are likely to churn.

A customer’s p(return) score determines the customer lifecycle status tier to which they are assigned:

Status tier	p(return) score
Active	p(return) score is over 60%
Cooling down	p(return) score is between 50%-60%
At risk	p(return) score is between 35%-50%
Highly at risk	p(return) score is between 20%-35%
Lost	p(return) score is below 20%

customer lifetime value (CLV): See CLV.

customer profile: A customer profile is a collection of attributes that are associated with a single unique individual in the customer 360 database. The total number of customer profiles is equal to the total number of rows in the Customer 360 data table. This total correlates strongly, but not exactly, to the total number of Amperity IDs assigned to unique individuals in the same data set.

customer record: A customer record is a row in a customer data table that contains information (columns) about the customer. Who they are, where they live, and how much they spend. For example, a email list table contains names, email addresses, phone numbers, and so on. All domain tables that contain customer records are stitched together to create Amperity IDs.

Custora: Custora was cloud-based customer analytics solution that applies machine learning across retail, organization, and customer touchpoints.

D¶

data explorer

The Data Explorer provides a detailed way to navigate through data in Amperity. The information available from the Data Explorer depends on the location in Amperity from which it was accessed:

The Stitch page opens the Data Explorer to three views: stitched connections, cluster graphs, and pairwise connections.
The Customer 360 page opens the Data Explorer to a view that shows all tables in the database, from which you may view each of the individual tables.
The Segments page opens the Data Explorer to a specific table, and then provides a view of its schema along with sample data.

The data explorer, as opened from within the Stitch page in Amperity.

data lineage: Data lineage is a graph visualization that shows how all of the data within your tenant connects.

data mapping: A data mapping template defines how columns in Amperity output are mapped to fields or columns required by a destination, including the ordering and naming of columns. This is especially useful when a destination has case-sensitive column names or when it uses a REST API with specific requirements for naming patterns. A destination that does not have requirements for the shape of data should use null instead of defining a data mapping structure.

data source: A data source is a system in a customer’s environment that sends data to Amperity as structured or semi-structured data via a filedrop or REST API.

data subject access request (DSAR): A data subject access request (DSAR) is a written request made by an individual to ask for their data to be handled according to regulations, such as General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA). A DSAR requires a response within a pre-defined time window, typically 30 days.

data table: A data table is a set of rows that are organized into named columns with types, typically provided as output from some type of database application in a SQL format.

data template: A data template defines how columns in Amperity data structures are sent to downstream workflows. A data template is part of the configuration for sending query and segment results from Amperity to an external location.

data type: A data type defines the type of data that is in a column. Amperity supports the following types: integer, string, float, decimal, date, datetime, map, array, and Boolean. When defining a feed for ingesting customer data to Amperity, it is important to consistently apply the correct data type for incoming columns.

Databricks: Databricks provides a unified platform for data and AI that supports large-scale processing for batch and streaming workloads, standardized machine learning lifecycles, and accelerated data science workflows for large datasets.

Datalogix

Datalogix, now a component of Oracle Data Cloud, connects offline purchase signals to digital media, helping marketers in the United States create comprehensive consumer profiles across digital, mobile, offline, and TV.

See Oracle Data Cloud.

days since last order: Days since latest order measures the number of days that have elapsed since a customer has placed an order.

deduplication: Deduplication is an output of the Stitch process that identifies the total number of unique individuals within a customer data set.

deduplication rate: The deduplication rate represents the total number of unique individuals within a customer data set. This rate measures the difference between the total number of original identifiers in customer data and the total number of Amperity IDs that were assigned to unique individuals.

delete confirmation: A delete confirmation is sent from Amperity to confirm that a request to delete a user record was completed.

delete user record request: A delete user record request. This is a written request that asks for data related to a specific user record to be deleted from Amperity.

Delta Lake: Delta Lake is an open source format that involves a metadata layer on top of columnar files in cloud storage using the Apache Parquet file format.

Demandware: See Salesforce Commerce Cloud.

derived semantic: A derived semantic is a semantic that can be inferred from existing data. For example, “given-name” and “surname” semantics can be inferred from “full-name” and “gender” can be inferred from “title”. Amperity creates derived semantics automatically to ensure the greatest number of individual semantics are available to Stitch during identity resolution.

destination: A destination is a location that receives data from Amperity.

destination plugin: A destination plugin is a template that defines how Amperity sends data to an external location. When you select a plugin, the dialog boxes are updated for the correct fields required by the selected plugin.

Destinations tab: The Destinations page provides the interface for defining the destinations that may receive data from Amperity, the destinations to which individual segments are sent, and if this workflow is automated.

Detailed Examples: The Detailed Examples table contains detailed examples of Stitch results. Use these examples to help identify which features lead to scores with the biggest effect on overall Stitch results, including how they are associated with various combinations of fields that contain PII data.

deterministic: Deterministic (rules-based) identity resolution generates exact matches — with simple and minimal rules — representing values. The results prioritize predictability over accuracy. For example, this option is very useful for operational use cases associating a person with their payments.

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

direct mail: Direct mail is a marketing strategy that uses printed media to send offers and advertising to a customer’s physical address.

directly identifying information (DII): Directly identifying information (DII) is information that directly identifies an individual, such as a name, an email address, or a phone number.

display advertising: Display advertising is advertising that is placed on websites for the purpose of attracting new customers that are otherwise difficult to reach.

domain table

A source domain table is created for each data feed that has been configured to ingest a data source into Amperity. The data in a source domain table may be processed to include semantic tagging alongside the original fields from the data feed.

See stitched domain table.

Domo: Domo is a cloud-based, self-service BI tool that helps you visualize data from a single dashboard.

downstream: Downstream refers to the part of a workflow that occurs after the current step to which the downstream process often has some type of dependency. For example, if this data table updates, then the following segments will run automatically: segment A and segment B.

draft database: A draft database is in an inactive state that is not ready for segmentation. A draft database may used only for testing or experimentation. It may also be progressing toward being put into an active state.

draft segment

A draft segment is any segment that has not been made an active segment. A draft segment:

Is the default type for any segment that is added to Amperity
Exists in a draft state until activated
May exist indefinitely
Is appended with “–Draft” when it’s a working copy of an existing active segment; only a single working copy of an active segment may exist at any time
Is auto-saved by Amperity
Allows results of queries to be downloaded as a CSV file
May be run via the segments editors
Must be activated before it can be run from the Segments page or be added to an orchestration

DSAR: See data subject access request (DSAR).

DSAR response: A response to a DSAR is sent from Amperity to confirm that PII data related to the subject of a DSAR was discovered.

duplicate record: A duplicate record is a record that is matched to one or more other customer records as part of an Amperity cluster. Amperity uses duplicate records to calculate the duplication rate.

duplication rate: The duplication rate is reported by Amperity as the percentage of all ingested customer records that are duplicate records. Duplication rate is calculated for each customer table as well as for the overlap between customer tables.

Dynamic Yield: Dynamic Yield helps companies quickly build and test personalized, optimized, and synchronized digital customer experiences.

Dynamics 365 Marketing: Dynamics 365 Marketing helps you build personalized journeys across any touchpoint to strengthen your relationships with your customers. Dynamics 365 Marketing consists of two primary modules – Real-time Marketing and Outbound Marketing – along with event management capabilities. Create graphical emails and design interactive customer journeys to support all of your marketing campaigns.

E¶

early repeat purchaser: Early repeat purchasers represent the percentage of first-time buyers who returned to make a second purchase within 90 days.

early repeat rate, ERR: Early repeat rate is a measure of one-time to two-time buyer conversion based on second purchases that were made within the previous 90 days.

edge: An edge is the relationship between two vertices in a graph database. Each edge has a type and must start with one vertex and end with another.

email

The email address that is associated with a customer. A customer may have more than one email address.

-or-

The email address that is associated with a unique Amperity ID. A customer record may be associated with multiple email addresses.

email engagement: Email engagement data captures the history of email interactions between a customer and a brand, such as opens and clicks (by day and by month), unsubscribes, conversions, and bounces.

email events: Email events associate email summary statistics to brands, email addresses, regions, event types, event dates and times, and sender IDs.

email summary statistics: Email summary statistics provide fields that summarize customer engagement with your brand. Individual statistics include brand, email address, counts for opens and clicks by day (1, 3, 5, 7, and 14) and by month (3, 6, 9, and 12), engagement frequency, and engagement status.

Email Engagement Attributes: The Email Engagement Attributes table contains many of the same fields as the Email Engagement Summary table, 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.

Email 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.

Email Opt Status: The Email Opt Status table contains a row for each unique combination of email address, brand, region, and email program.

Emarsys: Emarsys is a customer engagement platform that helps marketers deliver personalized engagement across channels.

environment

An environment represents the cloud platform in which an Amperity tenant runs: Amazon AWS or Microsoft Azure. All aspects of an Amperity tenant run within the same environment, including:

Processes that pull data from customer data sources
Processes that send data to destinations
SQL for databases, queries, and segments
Sandboxes

Epsilon

Epsilon provides a suite of loyalty marketing services that spans database marketing, direct mail, email marketing, web development, loyalty programs, analytics, data services, strategic consulting, and creative services.

Epsilon Abacus is a cooperative managed on behalf of all its members to provide data and analytic expertise to help improve your marketing effectiveness and deliver a greater return on your marketing investment.

Epsilon Conversant provides services to help marketers recognize, implement and measure the value of personalization solutions.

Epsilon Targeting offers market intelligence solutions to better understand multi-channel buying patterns and habits, and then to follow-up with highly personalized messages for better marketing campaign results.

escape character: An escape character is specific to a data format and allows certain character sequences to be interpreted differently from characters that are not prefixed by that escape character.

Evergage: See Salesforce Interaction Studio.

ExactTarget: See Salesforce Marketing Cloud.

exclusion list: An exclusion list identifies customers who should not receive communications related to a campaign.

Experian: Experian provides credit reporting services and scores to businesses and consumers to help protect them from fraud and identity theft.

F¶

Facebook Ads: Ads on Facebook appear in a variety of locations, including the news feed and within the right-side column on pages. Use Meta Ads Manager to manage ad placements on Facebook.

feed: A feed defines how data should be loaded into a domain table, including specifying which columns are required and which columns should be associated with a semantic tag that indicates that column contains customer profile (PII) and transactions data.

Feed Editor: The Feed Editor is the second step in the process of adding a new data source to Amperity. The Feed Editor is the interface in which you assign field types, apply semantic tags and primary keys, and indicate if the data associated with this feed should be made available to Stitch.

field: A field refers to a single piece of data within a record or a set of records. In relational databases, this corresponds to the data within a column. For instance, within an Amperity customer table, a field would refer to an individual piece of data, such as zip code, or phone number.

filedrop: A filedrop is the most common way to transfer data to and from Amperity. A cloud-based filedrop location is built to store and retrieve any amount of data from anywhere without restriction on file format or file size. A filedrop location may be Amperity-managed or customer-managed.

filename template: A filename template defines the naming pattern for files that are sent from Amperity. Specify the name of the file, and then use Jinja-style string formatting to append a date or timestamp to the filename.

fileset: A fileset is a group of files that are processed as a unit by a single courier. A fileset defines each file individually by name, datestamp, file format, and load operation. A courier expects all files in a fileset to be available for processing, unless a file is specified as optional.

first order date, 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 revenue: First order revenue is the total revenue that is associated with a customer’s first order, ignoring returned items and/or canceled 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 canceled items.

first-party data: First-party data is provided to a company or a brand from the customer, often directly. For example: filling out a registration card, completing an online form, requesting an emailed receipt, signing up for a benefit or rebate, browsing an ecommerce site, using a mobile app, responding to email and/or SMS messaging, and purchasing an item using a credit card.

first-matching-sub-audience: A first matching sub-audience refers to a customer (Amperity ID) that is associated with multiple sub-audiences (across multiple brands and geographic regions) and needs to allocated to the first matched sub-audience to prevent the Amperity ID from appearing multiple times in a marketing campaign.

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.

fiscal calendar: 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.

foreign key, fk: A foreign key is a column in a data table that acts as primary key and can be used for deterministic matching of records. A record pair is assigned an exact match score (5.0) when foreign keys contain identical values during pairwise comparison.

frequency capping: Frequency capping is an approach to marketing that sets limits on the number of times a specific advertisement is shown to an individual within a given time period. For example, limiting number of impressions shown to user, limiting the number of times a user clicks on an ad, limiting ads by time period (hour, day, or week), or any combination of impressions, clicks, and time period.

full name

A combination of given name (first name) and surname (last name) for a customer. May include a middle name or initial.

-or-

A combination of given name (first name) and surname (last name) for a customer. May include a middle name or initial.

G¶

gender

The gender that is associated with a customer.

-or-

The gender that is associated with a unique Amperity ID.

generational suffix

The suffix that identifies to which family generation a customer record belongs. For example: Jr., Sr. II, and III.

-or-

The suffix that identifies to which family generation a unique Amperity ID belongs. For example: Jr., Sr. II, and III.

given name

The first name that is associated with a customer.

-or-

The first name that is associated with a unique Amperity ID.

Google Ads: Google Ads is search-based advertising that can be run across the Google advertising network and is shown to web users. Use search-based advertising to promote your brand, help sell products or services, raise awareness, and increase traffic to your website or stores.

Google Advertising ID, Google AAID: The Google advertising ID (Google AAID) is a device identifier for advertisers that anonymously tracks users on Android devices.

Google Big Query: Google BigQuery is a fully-managed data warehouse that provides scalable, cost-effective, serverless software that can perform fast analysis over petabytes of data and querying using ANSI SQL.

Google Campaign Manager: Campaign Manager is a web-based ad management system for advertisers and agencies that helps you manage your digital campaigns across websites and mobile devices.

Google Chrome: Google Chrome is the recommended web browser for Amperity.

Google Cloud Storage: Google Cloud Storage is an online file storage web service for storing and accessing data on Google Cloud Platform infrastructure.

Google Customer Match: Google Customer Match uses first-party data that your customers have shared with you to enable advertising across Google – including search (Google Ads) and display advertising (Display & Video 360), the Shopping tab, Gmail, and YouTube – to your customers and to similar audiences.

Google Enhanced Conversions: Google Enhanced Conversions improves the accuracy of conversion measurement by sending hashed first-party conversion data to Google using one-way SHA-256 hashing of first-party customer data.

Google Pub/Sub: Google Pub/Sub is a low-latency messaging service that can be configured within Google Cloud to stream data (including real-time) to Google Cloud Storage.

graph database: A graph database stores relationships between data items. A graph database that contains Amperity data stores relationships between customer profiles, transactions, and the Amperity ID graph.

gross sales

The total amount of sales without any deductions removed from the total.

gzip: gzip is a file format used for file compression and decompression.

H¶

hard conflict: A hard conflict occurs when profile values are different enough to ensure that two records should not be grouped together. A hard conflict is most often associated with a birthdate or a generational suffix, but can be associated with other combinations of profile data.

hashed email: A hashed email is an email address that has been encrypted with a hexadecimal string of numbers and letters. This creates a unique digital signature that is always the same even when that email address is used to log into different browsers, website, apps, and devices.

Heap: Heap is a digital insights platform that helps you understand how and why customers engage with your product. Heap automatically collects all customer data from your site or app, then provides direction on the improvements that you can make.

hierarchical comparison: Hierarchical comparison is a step in the Stitch process that occurs after pairwise scoring. This step closely examines each group of records to identify edge cases, such as married couples with overlapping profile (PII) data or children with the same name as a parent who live at the same address.

high cardinality profile attribute: A high cardinality profile attribute contains a very large number of distinct values. For example, phone numbers, email addresses, and postal codes. High-cardinality profile attributes with an exact or approximate match are useful during identity resolution.

holdout control group: See control group.

Household ID: A Household ID is a universally unique identifier (UUID) that uniquely identifies the combination of a standardized address and a last name.

householding: A household is a group of people who share a physical address and possibly other attributes. For example: a shared device or network, a shared last name, a shared phone number. Householding is a process that identifies a unique household in a data set.

HubSpot: HubSpot is a CRM platform built around dedicated hubs for marketing, sales, services, content management, and operations.

I¶

Identifier for Advertisers (IDFA): The Identifier for Advertisers (IDFA) is a random device identifier that tracks and identifies a user, but without revealing personally identifiable information (PII). IDFA is assigned by Apple to a user’s device and is used for customized advertising.

identity provider, IdP, IDP: An identity provider (IDP) is system that creates, maintains, and manages identity information for users, and then provides claims and authentication. Common examples of IDPs include Auth0, Azure AD, Okta, and PingFederate.

identity resolution: Identity (ID) resolution is the process of connecting and matching different data points across multiple devices and channels to form a unified view of a single customer, allowing brands to connect the dots between fragmented data to form a complete picture of an actual person.

inactive customer: An inactive customer is one whose likelihood of returning to make another purchase is below 50%.

inbound connection: An inbound connection is a directional connection between Amperity Bridge and a lakehouse that is shared between production and all sandboxes.

Infutor: Infutor is a consumer identity management platform that helps brands understand their consumers and make informed marketing and risk decisions using a secure, privacy compliant foundation to improve inbound engagements and outbound marketing reach, and to minimize fraud and collections risk.

interaction record: An interaction record is a row in a customer data table that contains information about customer behavior, such as purchases (items bought, items returned, costs of items, etc.) and preferences (brands, products, cart adds, etc.).

is cancellation?: A flag that indicates if the item was canceled.

is returned?: 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: Item list price is the manufacturer’s suggested retail price (MSRP) for all units of this item.

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

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

item subtotal: An item subtotal is the amount for an item, before discounts are applied.

item tax amount: An item tax amount is the total amount of taxes that are associated with the purchase of an item.

itemized transaction: An itemized transaction represents data that captures orders at the item level, with multiple rows per order and one order per item with clearly identified returns and cancellations.

itemized transaction semantic: An itemized transactions semantic is a way to identify brands, channels, stores, orders, products, quantities, per-item costs, total costs, and so on. Use itemized transactions semantics when a data source contains one row per item.

J¶

JDBC, Java Database Connectivity: Java Database Connectivity (JDBC) uses the Java programming language to define how a client may access a database.

jitter: Jitter tracks changes to Amperity IDs across Stitch runs.

Joda-Time: Joda-Time is an open-source date and time library that is used by Amperity to establish consistency in filename patterns. The recommended pattern is “Segment_Name_MM-dd-YYYY”, where “Segment_Name” is the name of the segment and “MM-dd-YYYY” will append the current date.

journey: A journey is a milestone (or series of milestones) that a customer goes through as they experience a brand.

journey orchestration: Journey orchestration is a process that enables businesses to use what they know about a customer–previous behavior, preferences, real-time activity, and so on–to personalize each customer’s journey and improve business outcomes.

JSON, JavaScript Object Notation: JavaScript Object Notation (JSON) is language-independent data format that is derived from (and structured similar to) JavaScript.

JWT, JSON Web Tokens: A JSON Web Token (JWT) is a compact, URL-safe means of representing claims to be transferred between two parties.

K¶

Klaviyo: Klaviyo is an email platform for targeting, personalizing, measuring, and optimizing email and Facebook campaigns.

Koupon Media: Koupon Media provides a platform that enables brands and retailers to launch data-driven campaigns that combine loyalty programs and mobile offers for their most valuable customers.

Kustomer: Kustomer is a platform for customer experience, service, and support that provides a complete picture of your customer when they contact your company.

L¶

lakehouse: A lakehouse is an open architecture solution that combines the best elements of data lakes and data warehouses, is built on top of low cost cloud storage, and uses open formats for sharing data.

Lakehouse CDP: A Lakehouse CDP is a customer data platform that is connected directly to a data lakehouse, which is an open, cross-platform solution that shares and activates data without replication. A Lakehouse CDP unifies and enriches customer data without having to copy data or build and manage connections for activation, analytics, or AI use cases.

lapse rate: Lapse rate is the percentage of customers who purchased in the previous time period, but did not purchase during the current time period.

large dataset: A large dataset is a file over 500GB in size.

latest order date, 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 canceled 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 canceled items.

lifetime customer value (LCV): See customer lifetime value.

lifetime average item price: The average individual item price for all orders, ignoring returns and/or cancellations.

lifetime average number of 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 total items: The lifetime number of individual items associated with the transaction, ignoring returns and/or cancellations.

lifetime value (LTV): See customer lifetime value.

linkage tables: A linkage table is a CDT used to trace records in a custom domain table back to their corresponding source table records so that privacy compliance actions can be applied. It is an alternative to source keys for advanced users who want to express links between their CDTs and source tables using SQL.

list price: A list price is the manufacturer’s suggested retail price (MSRP) for all units of this item, before shipping, tax, or discount amounts are applied. A list price represents a single unit of the item purchased.

Listrak: Listrak enables personalized cross-channel interactions that help automate campaigns, build customer loyalty, and increase conversion rates.

LiveRamp: LiveRamp allows clients to combine customer data from various online and offline sources, centering around the use of web cookies that allow websites to remember visitors.

load operation: A load operation defines the fileset to be processed by a courier. Each file in the fileset is specified by name, format, and feed, after which it is assigned a load operation.

location

A location is a unique combination of address, address2, city, state, and postal details for a customer.

-or-

A location is a unique combination of address, address2, city, state, and postal details for a unique Amperity ID.

lookalike audience,: A lookalike audience is an audience with a similar profile to an existing audience, such as the same demographics, shared interests, or similar product preferences and purchase histories.

Looker,: Looker is an enterprise platform for business intelligence, data applications, and embedded analytics.

lookup table: A lookup table provides access to customer-specific lists or categories when those lists and/or categories are long and dynamic. For example: a complete list of airport names with their corresponding airport code.

loyalty ID

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

-or-

The identifier for a loyalty program that is associated with a unique Amperity ID.

M¶

Magento, Adobe Magento: See Adobe Commerce.

matchback: A matchback is a process where a mail file–associated with a purchase credit–is matched back to untracked sales.

Mailchimp: Mailchimp is a cloud-based marketing automation platform and an email marketing service that provides an API for integrating with third-party systems and a web UI for managing email contacts, templates, and lists.

manual courier: A manual courier is an active courier that is not configured to run as part of a courier group. A manual courier must be run directly from the Sources page and does not have dependencies on downstream processing outcomes.

manual segment: A manual segment is an active segment that is not configured to run as part of an automated or orchestrated workflow. A manual segment is run directly from the Segments tab.

master data management (MDM): Master data management (MDM) is an approach to data management that uses the Amperity ID to link all unique identifiers across all data sources to a common identifier to create a trusted single version of the truth for customer 360 data.

match category

A match category is a classifier that is applied by Amperity to an individual record-pair within a cluster of record-pairs. The match category is the result of this classification.

Match Category	Description
Exact	Amperity has the highest confidence that these records represent the same person because all profile data exactly matches.
Excellent	Amperity has near perfect confidence that these records belong to the same person, despite select types of profile data not matching.
High	Using deductive reasoning, Amperity has very high confidence that these records match, despite some profile data not matching.
Moderate	Amperity has moderate confidence that these records match, due to weak or fuzzy matches between highly unique customer attributes (email, phone, address).
Weak	Amperity lacks confidence, but if asked to guess, Amperity would assert these records do belong to the same individual, because they match on non-unique customer attributes (name, state, zip code).
Non-match	Amperity has high confidence that these records do NOT match, because core profile data is in conflict.

match rate: Match rate is the number of records sent from Amperity that matched with records in a downstream marketing application, shown as a percentage. For example, an audience of 1000 email addresses that match with 765 email addresses has match rate of 76.5%.

match type: The type of score being applied. Possible values are as follows: “scored”, “scored_transitive”, and “trivial_duplicate”.

MDM table: A master data management (MDM) table contains a record of each unique identifier every data source added to a single table that associates all unique IDs to the Amperity ID, after which it can be sent to downstream external systems as an export.

Merged Customers: 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.

Merged Households: The Merged Households table is a data table that must be added to a customer 360 database to support address-based householding. The purpose of the Merged Households table is to apply address-based householding and address standardization to the output of the Merged Customers table. The contents of this table contain the Household ID and can be used to improve the results of certain campaign types, such as direct mail.

Meta Ads Manager: Meta Ads Manager is a unified ad creation tool that your brand can use to create and publish ads to Facebook, Messenger, Instagram and the Meta Audience Network.

metrics: Metrics are measurements that help you understand performance across two broad categories: customers and revenue. Customer metrics track how your customers change over time. Revenue metrics show how your customer spend money, including by category, by product, and by segment.

Metrics tab: The Metrics page shows individual metrics as a card. Each card provides an overview of the current data that is available for a single metric. The list of metrics cards is configurable. Amperity provides a set of out-of-the-box cards, including new purchaser trends, purchase activity summary, revenue by historical lifetime spend, revenue summary, transacting purchasers, and weekly revenue trends.

Microsoft Advertising: Microsoft Advertising is a pay-per-click advertising platform that displays ads based on keywords in a user’s search query.

Microsoft Dataverse: Microsoft Dataverse is secure, cloud-based table storage for business applications, such as those belonging to the Microsoft Power Platform (Power BI, Power Apps, Power Automate, Power Virtual Agents, and Power Pages), Microsoft 365, Microsoft Azure, Dynamics 365, and other standalone applications.

Microsoft Dynamics: Microsoft Dynamics CRM is a customer relationship management (CRM) software application that is focused on the supporting sales, marketing, and services. It is part of the Microsoft Dynamics family of business applications.

Microsoft Power BI: Microsoft Power BI is a collection of software services, applications, and connectors that work together to turn unrelated sources of data into coherent, visually immersive, and interactive insights.

mobile interactions table

A mobile interactions table is represents the history a customer has with mobile applications that are associated with a brand, such as:

Opens
Page views
Items added to a cart
Items purchased
and so on

Monetate: Monetate offers solutions for customer segmentation and targeting, campaign testing and optimization, 1:1 personalization, audience insights, and customer recommendations.

Mosaic USA (Experian): Mosaic USA is a consumer segmentation system from Experian that classifies US households into 71 unique types and 19 groups , providing a 360-degree view of consumer choices, lifestyles, preferences, and habits.

MSRP, manufacturer’s suggested retail price: 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.

multi-brand: A flag that indicates if a customer has interacted with more than one brand.

multi-channel: Multi-purchase channel is a flag that indicates if a customer has purchased from more than one channel.

multi-channel campaign: A multi-channel marketing campaign blends marketing strategies across channels (i.e. email, SMS, paid media, etc.) to provide customers a personalized experience, but with consistent messages, offers, and products across all channels.

multi-channel customer: A multi-channel customer shows activity in at least two channels during the last measured time period.

multi-channel marketing: A multichannel marketing strategy blends distribution channels (retail storefronts, websites, and catalogues) with promotional channels for the purpose of making it easy for customers to purchase.

Multi-touch-attribution: A multi-touch attribution identifies each marketing channel that the customer has interacted while making a purchase.

N¶

National Change of Address, NCOA: National Change of Address (NCOA) is a secure dataset of approximately 160 million permanent change-of-address (COA) records consisting of the names and addresses of individuals, families, and businesses who have filed a change-of-address with the United States Postal Service (USPS).

newline-delimited JSON, NDJSON: Newline-delimited JSON (NDJSON) is a data format for structured data that defines the structure of JSON data using lines as separators. Each line in a NDJSON file is a valid JSON value.

net order revenue

Net order revenue is the revenue for all items in an order, including returned and canceled items, but not including discounted amounts.

net sales

The total amount of the gross sales minus deductions (i.e. returns, discounts, allowances, etc.) from the total.

Neustar: Neustar provides real-time information and analytics for the Internet, risk, digital performance, and defense, telecommunications, entertainment, and marketing industries, and also provides clearinghouse and directory services to the global communications and Internet industries.

nicknames: A nickname is a variation of a customer’s given name that should not affect how customer records are merged together during identity resolution. For example: Mike is a nickname for Michael, Sue and Suzi are nicknames for Susan, Tom and Tommy are nicknames for Thomas, Vicki and Vickie are nicknames for Victoria, and so on.

notifications: See recent activity.

O¶

OAuth, Open Authorization: OAuth is an open standard for access delegation, commonly used to grant websites or applications access to information on other websites.

ODBC, Open Database Connectivity: Open Database Connectivity (ODBC) uses a driver-based system to define how any client may access any database.

offline conversions

An offline conversion is an offline event or activity where a customer takes a desired action on an add platform, mobile app, or website.

offline conversions dataset

An offline conversion dataset is an offline event or activity that occurs on an add platform, website, or in-store. Brands can upload this data to a marketing campaign to measure customer offline activity.

offline event

An offline event occurs when a customer takes actions on a brand’s website, mobile app, or in an ad platform.

omni-channel marketing: Omnichannel marketing blends online and offline marketing strategies to provide a consistent and personalized brand experience across channels, such as website, social media, mobile devices, and in store.

one-time campaign: A one-time campaign represents a specific campaign message that is configured to be sent only once.

one and done: One and done is a flag that indicates if a customer has made only one purchase.

Oracle Bronto (Deprecated): Oracle Bronto was a cloud-based commerce marketing automation platform that focused on personalization.

Oracle Business Analytics: Oracle Business Analytics is a desktop BI tool for data exploration and visualization.

Oracle Data Cloud: Oracle Data Cloud is a set of solutions that enable agencies, brands, media platforms, and publishers to use data more effectively and drive better business outcomes.

Oracle Data Management Platform (DMP): Oracle Data Management Platform (DMP), formerly known as BlueKai, is a cloud-based big data platform that enables marketing organizations to personalize online, offline, and mobile marketing campaigns with richer and more useful information about targeted audiences.

Oracle OPERA: Oracle OPERA is a property management solution that consolidates reservations, loyalty, sales and catering systems, and guest services into a single platform.

ORC, Optimized Row Columnar (ORC): Optimized Row Columnar (ORC) is columnar-storage file format similar to Parquet. It is the file format that is the Stitch process outputs to the customer 360 database.

orchestration: An orchestration defines the relationship between query results and a destination, including the location to which those query results will be sent and the frequency at which the orchestration will be run.

orchestration group: An orchestration group is one (or more) orchestrations that are scheduled using a cron expression string to define the schedule’s frequency. For example, an orchestration group can be scheduled to run at 8:30 AM every day of the week: 30 8 * * *.

order canceled quantity: The total number of items in the original transaction that were canceled.

order canceled revenue: The total amount of revenue for all canceled items in the transaction.

order cost: Order cost represents the total cost of goods sold (COGS) for a single transaction, minus returns, cancellations, and discounts.

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

order list price: Order list price is the total value for a transaction, as defined by the manufacturer’s suggested retail price (MSRP) for all units of this item.

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.

OTT, Over-the-top: Over-the-top (OTT) refers to physical devices on which consumers stream video and music to their Smart TVs, mobile phones, tablets, and desktop computers using an app or a website. Examples of OTT devices include Netflix, Disney+, Paramount+, Apple TV, Hulu, and more.

Outbrain: Outbrain is a native advertising platform using targeted advertising to recommend articles, slideshows, blog posts, photos or videos to a reader.

outbound connection: An outbound connection is a directional connection between Amperity Bridge and a lakehouse that is shared between production and all sandboxes.

overcluster, overclustering: An overcluster, or a false positive, occurs when distinct records are incorrectly added to a cluster of records. Each overcluster affects the precision of identity resolution and should be investigated to understand why it occurred.

P¶

paid channels: A paid channel allows a brand to target advertising based on demographics, keywords, intent, and so on. A paid marketing campaign has the benefit of already knowing who the customers are and leads to better campaigns and better results.

pairwise comparison: A pairwise comparison is a process that compares, and then scores all of the possible connections between all records in a group of records.

pairwise connection

A pairwise connection is a pair of matching records within a block that have an initial score above threshold. Each pairwise connection within a block is scored, after which all pairwise connections that scored above threshold represent a single, unique individual.

See cluster graph and stitched records.

pairwise connection score

A score is assigned to every pairwise connection. The score is measured in two parts, separated by a period.

The first part–the record pair score–correlates to the match category, which is a machine learning classifier that is applied by Amperity to individual record pairs. The record pair score corresponds to the classification: 5 for exact matches, 4 for excellent matches, 3 for high matches, 2 for moderate matches, 1 for weak matches, and 0 for non-matches.

The second part–the record pair strength–is used by Stitch to help determine the quality of the record pair score. This value appears in the Stitch report as a two decimal number. A record pair strength by itself is not a direct indicator of the quality of a pairwise connection score.

Panda Printing: Panda Printing creates high-quality print and promotional products for businesses of all sizes. If you can think of it, they can print it.

passthrough 360 table: A passthrough table adds a domain table to your database. Some domain tables are replaced by stitched domain tables, which include the Amperity ID, but otherwise are identical to the source domain table.

pCLV: Predicted customer lifetime value represents the total value of all orders a customer is predicted to make if they return to make another purchase during the next 365 days.

pCLV index score

A predicted customer lifetime value (predicted CLV) index score is the comparison between customers associated with a given segment to customers associated with everything else.

For example, an index score of 5x for orders indicates that the average customer in a segment is expected to place 5x orders as compared to customers who are not in the segment.

PebblePost: PebblePost offers a full-stack solution that leverages scaled proprietary data, algorithmic optimization, advanced measurement and analytics, along with a print and mail logistics network.

people-based measurement: People-based measurement is an approach to marketing that measures incremental changes in customer behavior. For example, did a campaign increase customer lifetime value, how much value did this campaign add when part of a coordinated campaign, or did a campaign meet revenue goals and expectations?

Persado: Persado is an AI-driven content generation and decisioning platform that uses segment data to personalize words, concepts, and ideas to help your business grow purchases, loyalty registrations, automatic payment sign-ups, and self-service enrollments.

personally identifiable information (PII): Personally identifiable information (PII) is any data that could potentially identify a specific individual. PII data includes details like names, addresses, email addresses, and other profile attributes, but can also include attributes like a loyalty number, customer relationship management (CRM) system identifiers, and foreign keys in customer data.

PGP, Pretty Good Privacy: Pretty Good Privacy (PGP) is an encryption program that provides cryptographic privacy and authentication for data communication by signing, encrypting, and decrypting data files and formats. Amperity supports PGP encryption.

phone

The phone number that is associated with a customer. A customer may have more than one phone number.

-or-

The phone number that is associated with a unique Amperity ID. A customer record may be associated with multiple phone numbers.

PII semantic: A PII semantic assigns consistency to customer data to ensure that PII data is more easily discovered across many sets of data.

PII table: A PII table collects all of the fields from the Unified Coalesced table that contain PII data, standardizes PII values (as necessary), and then allows querying against any combination of PII data while building segments in the visual Segment Editor.

Pinterest: Pinterest is a visual discovery engine on which your brand can engage with your customers. Send a list of products that are in your product catalog to Pinterest to enable pins, and then send a list of customers with whom your brand wants to engage.

policy: A policy represents a set of actions that are available to a user when that policy is assigned to them.

postal

The zip code or postal code that is associated with the location of a customer.

-or-

The zip code or postal code that is associated with the location of a unique Amperity ID.

Postman: Postman is a collaboration platform for API development that enables support for sending data to Amperity using the Streaming Ingest REST API.

PowerReviews: PowerReviews is an ecosystem of consumers, advocates and influencers who create and curate authentic content to accelerate sales.

precision: Precision is the relation between true positives, i.e. correct matches, and the total number of true positives and false positives, i.e. incorrect matches. A decrease in overclustering will increase precision.

predicted average order revenue: Predicted average order revenue represents the average value of each order a customer is predicted to make if they return to make another purchase during the next 365 days.

predicted customer lifetime value (pCLV): See pCLV.

predicted order frequency: Predicted order frequency represents the number of orders a customer is predicted to make if they return to make another purchase during the next 365 days.

predicted probability of transaction

Predicted probability of transaction represents the likelihood that a customer will return to make another purchase during the next 365 days.

See p(return).

predictive attribute: Each predictive model outputs a collection of predictive attributes. A predictive attribute is represented by a column in a table that can be used during segmentation. Use these attributes to define segments that filter customers based on predicted behavior.

predictive models: A predictive model is a feature of Amperity that predict customer behavior, such as predicted customer lifetime value (predicted CLV), churn propensity, product affinity, and lifecycle events.

Predicted CLV Attributes: The Predicted CLV Attributes table contains information, for each individual Amperity ID, about predicted future spend and the probability of churn.

Presto SQL: See Trino.

p(return)

p(return) is a probabilistic score that predicts churn likelihood and represents how likely is it for an individual customer to purchase in the next year.

This score is calculated from various factors such as the customer’s historical purchase behavior and engagement levels.

primary key, fk: A primary key is a column in a data table that uniquely identifies each row in a data source or data table.

product affinity: Product affinity is a predictive model that identifies which customers are likely to purchase by using a combination of historical purchase data and lookalike audiences. The predicted affinity model outputs a ranked list of customers with three recommended audience sizes.

product ID: The unique identifier for a product.

product base ID: The unique identifier for a group of products that share a set of baseline attributes. This identifier does not include any SKU details.

product catalog: A product catalog represents data that describes purchased items, including unique identifiers, stock keeping units (SKUs), and other product attributes.

product recommendation: A product recommendation predicts which products a given customer is most likely to purchase.

Profile API: The Profile API is a RESTful API that supports building custom endpoints against unified customer profiles to enable any downstream workflow.

PSV, pipe-separated values: A pipe-separated values (PSV) file is a delimited text file that uses a pipe to separate values. A PSV file stores tabular data (numbers and text) in plain text. Each line of the file is a data record. Each record consists of one or more fields, separated by pipes. The use of the pipe as a field separator is the source of the name for this file format.

purchase brand: The brand for which a transaction was made.

purchase channel: A purchase channel is the channel from which a transaction was made. For example: in-store or online.

purchase curve: A purchase curve represents the relationship between purchases and audience size. A purchase curve quickly adds customers, but flattens as audience sizes grow larger.

purchases table

A purchases table is a type of interaction record that contains a history of purchases made by customers, including details about goods and/or services that were ordered, such as:

Quantity
Itemized order value
Date of purchase
Purchase location

Q¶

QA database table

A QA database table is output by Stitch for use with the Stitch QA process.

QA tables include:

Detailed Examples
Stitch Blocking Keys
Stitch Scores
Unified Changes Clusters
Unified Changes PKS
Unified Coalesced
Unified Preprocessed Raw
Unified Scores

Quad: Quad is a marketing solutions provider that combines a strong print foundation with an integrated marketing platform to help marketers improve spend efficiency across offline and online media channels.

Qlik Sense: Qlik Sense is a cloud-based, self-service BI tool that allows you to explore data in any direction, extract data by making selections, and immediately viewing filtered data and associated items.

qualified trivial duplicate

A qualified trivial duplicate is a set of records with enough matching PII to score 3.0 (or greater) and were grouped together.

See trivial duplicate.

Queries (page): The Queries page provides the interface that allows users to build, define, and manage a list of queries.

query: A query is SQL that is run from the Queries page against database tables in the Customer 360 page. A query returns a refined and filtered subset of useful customer data.

query folder: A folder helps you organize the list of segments in the Queries page. Up to three levels may be added.

R¶

raw data: Amperity loads data in raw form preserving the original schema as well as identifiers (or keys) from all systems. Examples of keys include loyalty numbers, ecommerce IDs, cookies, or any other identifier mapped to a customer.

raw UID2 values: Raw UID2 values are unencrypted alphanumeric identifiers that are created from a user’s email address. Raw UID2 values are encrypted to create a UID2 token. Raw UID2 values (and their associated UID2 tokens) are case sensitive and are unique.

RCFile, Record Columnar File: Record Columnar File (RCFile) is a data placement structure that determines how to store relational tables on computer clusters using the MapReduce framework.

Real-time Profile API: See Profile API.

recall: Recall is the relation between true positives to the total number of true positives and false negatives, i.e. incorrect splits. An increase in underclustering will decrease recall.

recent activity: The recent activity panel appears on the right side of the Sources, Stitch, Customer 360, Queries, Segments, Campaigns, and Destinations tabs and is updated every time a workflow runs within your tenant.

recipient group: See treatment group.

recommended audience size: A recommended audience is a feature of Amperity that answers the following question: “How large of an audience is required to grow revenue over the next 30 days?” Amperity provides three answers to this question, in the form of recommended audience sizes: small (50%), medium (70%), and large (90%), which represent the number of customers that are required to capture 50%, 70%, or 90% of purchases for that audience over the next 30 days.

record count: Record count is the total number of records (rows) within a given data set. This could include a source feed or Amperity table, or, it could describe the number of records that result from a probabilistic or deterministic connection between two Amperity tables.

record pair: The Stitch process takes customer tables, extracts the customer records and compares pairs of records together using over 40 different machine learning models. Each record pair is given a score, which represents the strength of the match.

record pair score: The record pair score correlates to the match category, which is a classifier that is applied by Amperity to individual record pairs. The record pair score corresponds to the classification: 5 for exact matches, 4 for excellent matches, 3 for high matches, 2 for moderate matches, 1 for weak matches, and 0 for no matches.

record pair strength: The record pair strength represents the strength of the record pair score. It is a two digit number. For example: .31 is a lower strength and .93 is a very high strength.

record type: A record is a row of data. A record is associated with one of the following record types: customer record or interaction record.

records: Records are individual rows of data, synonymous to individual rows in relational databases. Each record is made up of a collection of columns that store values like first name, email address, last purchase, and so on. In Amperity terms, a record is a row of data that refers to a single customer, a visitor, a transaction, an interaction, a behavior, and so on.

records ingested: Records ingested is a static value that tracks the total number of non-duplicate records that were added to Amperity during the previous week. Each record is an individual row of data from any customer data source, including both customer records and interaction records.

records sent: Records sent is a statistic that tracks the total number of records sent by Amperity to all destinations during the previous week. Each record is an individual row of data that was returned by a segment.

rectangular data: Rectangular data is a structured dataset with clearly defined rows and columns, such as a SQL table output to an Amazon S3 bucket or Azure storage.

recurring campaign: A recurring campaign is sent automatically based on an updated/refreshed audience that a customer wants to receive in their outbound destination or 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.

Reddit, Reddit Ads: Reddit is home to unique communities, engaged conversations, and the best memes. Reddit Ads allows brands to find their community on Reddit, and then engage with your customers within the 100K+ active communities on Reddit using targeted ads and promoted posts.

request datasource: An identifier that represents the first grouping of records done by Stitch. This grouping is based on identical semantic patterns.

request email: The email address for the customer. This is used to find their records in Amperity.

request id: The tracking identifier for the customer’s compliance workflow. This ID should be provided by the customer and must be unique.

request strategy: The compliance request strategy used for matching exact email data, semantic tags, and Amperity IDs. Possible values: exact or connected_pii.

request type: The type of compliance request. Possible values: delete, delete_pii, or dsar.

resource group: A resource group represents one or more databases in the Customer 360 tab. Users with access to a resource group can build queries and segments against that database and can send data from that database to downstream workflows.

retention rate: Retention rate is the percentage of customers who continue to purchase your products and services over a given time period.

RFM (customer value)

RFM is a method used to analyze customer value that represents three dimensions:

Recency. How recently did the customer purchase?
Frequency. How often does the customer purchase?
Monetary. How much does the customer spend?

A score for recency, frequency, and monetary is assigned on a scale of 1-10, and is then aggregated into a combined RFM score that is assigned on a scale of “111” (the lowest possible RFM score) to “101010” (the highest possible RFM score, or “three ‘10’ scores”). Maximum scores represent preferred behaviors.

RR Donnelly: RR Donnelly provides marketing and business communications, commercial printing, and related services.

RSA (cryptography): RSA is a cryptographic system that may be used to generate public and private key pairs for the purpose of securing data transmission to and from Amperity via SFTP. The public key is used to encrypt data. The private key is based on a very large prime number and is used to decrypt data.

S¶

S3: See Amazon S3.

Sailthru: Sailthru is a cross-channel marketing platform built to deliver personalized experiences for consumers across email, web, and mobile channels.

Salesforce Commerce Cloud: Salesforce Commerce Cloud is a multi-tenant, cloud-based commerce platform that enables brands to create intelligent, unified buying experiences across all channels.

Salesforce Interaction Studio: Salesforce Interaction Studio is a real-time personalization and interaction management solution.

Salesforce Marketing Cloud: Salesforce Marketing Cloud is a provider of digital marketing automation and analytics software and services.

Salesforce Marketing Cloud Personalization: Salesforce Marketing Cloud Personalization is a real-time interaction management tool that helps your brand visualize, track, and manage customer experiences to drive customer engagement at the right moments and in the way they prefer.

Salesforce Pardot: Pardot is a marketing automation solution that is focused on helping your company engage buyers, grow relationships, and close deals.

Salesforce Sales Cloud: SalesForce Sales Cloud brings customer information together into an integrated platform, and then provides access to thousands of applications through the AppExchange.

SAML: Security Assertion Markup Language (SAML) is a protocol used to share authentication and authorization information between an identity provider (IDP) and security provider (SP).

sandbox: A sandbox is a snapshot of the configuration state of your production tenant that is made available as a copy. Use a sandbox to safely make configuration changes, and then promote those changes back to your production tenant.

SAP Business Objects: SAP Business Objects is a centralized BI tool for data reporting, visualization, and sharing and is the on-premise BI layer for SAP’s Business Technology Platform.

SAS Cloud Analytic Services: SAS Cloud Analytic Services is a cloud-based run-time environment for data management and analytics with SAS.

saved query: A saved query is a SQL statement that may be applied to data prior to loading it to a domain table. A saved query is defined using Spark SQL syntax.

second order date, 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 revenue: Second order revenue is the total revenue that is associated with a customer’s second order, ignoring returned items and/or canceled 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 canceled items.

second-party data: Second-party data is first-party data that is shared by the company that owns the first-party data (and has been given the right to share this data) with another brand or company. Second-party data can be a good approach to audience expansion, especially when both sets of data closely fit a similar customer profile. Governance, legal concerns, and privacy laws are more likely to affect how second-party data may be shared.

Security Assertion Markup Language: See SAML.

segment: A segment defines a specific attribute profile that can be used to initiate marketing campaigns using the list of customers that match that profile.

segment folder: A folder helps you organize the list of segments in the Segments tab. Up to three levels may be added.

Segments (page): The Segments page provides the interface that allows users to build, define, and manage a list of segments.

semantic: A semantic is a way to apply a common understanding to individual points of data across multiple data sources, even when data sources have different schemas, naming conventions, and levels of data quality.

semantic tag: A semantic tag standardizes profile (PII), transaction, and other important customer details across all columns in all data tables.

semantic type: A semantic type is directly associated with data values that appear in customer data tables. Semantic types exist for columns that contain values like first names, email addresses, home addresses, cities, phone numbers, and so on. Amperity has many built-in semantic types, including groupings for personally identifiable information (PII), transactions, itemized transactions, and other consumer behaviors.

semi-structured data: Semi-structured data does not reside in rows and columns, but still contains elements that separates the data into a clear hierarchy. Amperity supports many types of semi-structured data formats, including CSV, TSV, Parquet, ORC, and JSON.

separation key, sk: A separation key (sk) is used for deterministic unmatching of records.

service provider, SP: A service provider (SP) is a system that accepts authentication responses from an identity provider (IDP), and then provides access to a service. Amperity is the service provider in this context.

SFTP: The Secure File Transfer Protocol (SFTP) is a network protocol that provides file access, file transfer, and file management over any reliable data stream.

shared access signature (SAS): A shared access signature (SAS) is a URI that grants restricted access rights to Azure Storage resources.

shared dataset: A shared dataset represents all databases and/or database tables that are configured for outbound sharing with another organization.

Shopify: Shopify is an ecommerce platform for online stores and retail point-of-sale systems that consolidates shopping, payments, marketing, shipping, and customer engagement tools into a single unified experience.

single sign-on: See SSO.

single-channel customer: A single-channel customer shows activity in a single channel during the last measured time period.

site interactions table

A site interactions table represents the history a customer has with a brand via websites, such as:

Site visits
Page views
Items added to a cart
Items purchased
Conversions
and so on

SKU, stock keeping unit: 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.

slice

Do not use the term “slice” when referring to data sent from Amperity to external locations. Use segment or database export instead.

See segment.

SMG, Service Management Group: Service Management Group (SMG) helps brands boost loyalty and improve business performance by combining technology and differentiated, strategic services to collect, analyze, and share feedback and behavioral data.

SMS Opt Status: The SMS Opt Status table contains a row for each unique combination of phone number, brand, region, and SMS program.

Snapchat: Snapchat is a social media platform that allows users to access pictures and messages for a short time. Snapchat provides a self-serve platform from which brands can manage ads and advertising campaigns.

SnapPass: SnapPass allows secrets to be shared in a secure, ephemeral way. Input a single or multi-line secret, along with an expiration time, and then generate a one-time use URL that may be shared with anyone. Amperity uses SnapPass for sharing credentials to systems with customers.

snapshot email: A snapshot email is sent on a weekly basis from Amperity to provide a quick overview of your customer data.

Snappy: Snappy is a compression library aims for high speeds and reasonable compression instead of maximum compression. Files that are compressed with snappy tend to be larger, but the process to compress (and decompress them) is significantly faster.

Snowflake: Snowflake is an analytic data warehouse that is fast, easy to use, and flexible. Snowflake uses a SQL database engine that is designed for the cloud. Snowflake can provide tables as a data source to Amperity.

SoundCommerce: SoundCommerce is a data platform for consumer brands and retailers that spans marketing, merchandising, supply, fulfillment, delivery, and customer service.

source database table: A source database table is a domain table that is created by a feed in the Sources tab. These tables are used as inputs for standard database tables when semantic tags are applied and may be passed through to any database.

source ID: Source IDs are unique identifiers that exist within each of your upstream data sources, including customer databases, transactional databases, or behavioral data assets. One way that Amperity measures Stitch quality is by comparing the number of Source IDs to the final number of Amperity IDs, showing the degree to with we matched and reconciled your data, forming comprehensive customer views.

Sources tab: The Sources page provides the interface for defining how customer data sources send data to Amperity, and then how Amperity will prepare this data for processing.

Spark SQL: Spark SQL is a high performance SQL query engine that is used by Amperity to ingest data, create domain tables, and extend the outcome of the Stitch process in your customer 360 database.

sparse customer record: A sparse customer record is an incomplete set of personally identifiable information (PII) that can still be used to identify a unique individual when compared against rich sets of PII data. For example, a data set with sparse customer records may only contain last names, the last 4 digits of credit cards, and store zip codes associated with the transaction.

Square: Square is a platform for managing online stores, payments, and transactions.

SQL 360 table: A SQL table is added to a database using Spark SQL and a SELECT statement that defines the table’s schema.

SQL Query Editor: The SQL Query Editor is the user interface for a full SQL query engine based on Presto SQL that interacts with customer database tables in Amperity. The SQL Query Editor relies primarily on using the SELECT statement, along with common table expressions, joins, functions, and other components of Presto SQL to build and design advanced queries.

SQL Segment Editor: The SQL Segment Editor is an optional interface that allows you to build an attribute profile with SQL. Start with a SELECT statement that returns the Amperity ID, and then apply a series of WHERE statements to define one (or more) attribute groups that match specific conditions and values.

SQL Workbench: SQL Workbench is a cross-platform SQL query tool that runs on any operating system.

SSO: Single sign-on allows a user to use a single ID and password to access multiple applications.

SSO domain: An SSO domain is a defined customer domain that maps to the identity provider used for single sign-on authentication to Amperity. For example: acme.com for all users of the ACME tenant.

standard core table: Standard core tables contain the results of the identity resolution process for your tenant, are maintained by Amperity, and may not be customized.

standard database table

A standard database table forms the foundation of your databases. Standard tables are output by Stitch and provide unified data structures for all data sources to which semantic tags were applied.

Standard tables include:

Campaign Recipients
Customer 360
Customer Attributes
Email Engagement Attributes
Email Engagement Summary
Lifecycle Events
Merged Customers
Transaction Attributes
Transaction Attributes Extended
Unified Customer
Unified Coalesced
Unified Email Events
Unified Itemized Transactions
Unified Product Catalog
Unified Scores
Unified Transactions

along with tables that are associated with predictive modeling, such as Predicted CLV Attributes.

state

The state or province that is associated with the location of a customer.

-or-

The state or province that is associated with the location of a unique Amperity ID.

static sources table: A static sources table is used when a large volume of legacy data cannot be made available to Amperity on a regular basis and is expected to remain unchanged over time. For example, a database that contains older data stored in raw tables. Data in a static source is made available to Amperity in its raw state.

Stitch: Stitch uses patented algorithms to evaluate massive volumes of data to discover the hidden connections in your customer records that identify unique individuals. Stitch outputs a unified collection of data that assigns a unique identifier to each unique individual that is discovered within your customer records.

Stitch_Blocking_Keys: The Stitch Blocking Keys table contains all of the blocking keys that are associated with the Stitch process.

Stitch_BlocklistValues: The Stitch BlocklistValues table is added to the Stitch QA database as a passthrough table for values identified by the bad-values blocklist, which were excluded from the Stitch process.

Stitch_Scores: The Stitch Scores table contains all scores generated by Stitch, including scores that are not associated with an Amperity ID. Use this table to help understand why records were not associated with an Amperity ID.

Stitch tab: The Stitch page shows detailed results of the Stitch process, which takes customer data, extracts customer records, and then compares record pairs using over 40 different machine learning models. Each record pair is given a score, which represents the strength of the match. Amperity creates clusters of records based on the connection between pairs, and then gives each cluster a unique Amperity ID.

Stitch QA: Stitch QA is a process that monitors the quality of Stitch results. Stitch QA has two components: a database and a set of queries. The results of these queries are analyzed to help identify values that should be labeled or blocklisted and discover situations where the results of the Stitch process require tuning to match your tenant’s data set.

Stitch QA tables

Stitch QA tables are generated by Stitch. Use these tables in a dedicated database to validate the quality of the identity resolution process and understand how each Amperity ID was assigned to each unique customer profile.

See stitched domain tables and unified tables.

stitch-labels: Stitch labels identify when a single customer record was incorrectly merged together (overclustered) or when two customer records were incorrectly split apart (underclustered).

stitched domain table

A stitched domain table is created for each domain table to which semantic tags were applied and/or in which a foreign key exists that allows Amperity to link the records in that domain table to an Amperity ID that exists in a standard core table.

See Stitch QA tables and unified tables.

stitched records

A stitched record is a unique output of the Stitch process that associates the Amperity ID to a customer.

See cluster graph and pairwise connection.

stitched table: A stitched table is a database table that is output by the Stitch process. The list of stitched tables created when PII semantics are present include Unified Coalesced, Unified Scores, and Merged Customers. The list of stitched tables created when transaction semantics are present include Unified Transactions and Transaction Attributes.

Streaming Ingest API: The Streaming Ingest API is a tenant-specific API that supports real-time streaming of data from external systems to Amperity.

streaming JSON: Streaming JSON is a way to send increments of data using NDJSON formatting within each increment. Each line in a NDJSON file is a valid JSON value.

structured data: Structured data adheres to a data model or schema. Amperity requires structured data to be in a table format with columns and rows. Amperity supports many types of structured data formats, including database tables in various formats, Snowflake tables via REST API, and other forms of rectangular data.

sub-audience: A sub-audience is a list of customers who will receive a specific type of communication related to a marketing campaign.

sum of discount amounts: The sum of discount amounts is the total of all discount amounts that were applied to each item within a transaction.

sum of itemized revenue: The sum of itemized revenue for the original order, not including returns and/or cancellations.

supersized cluster: A supersized cluster is a cluster of records that is discovered during the Stitch process that has more than 64 matching records. A supersized cluster does not typically represent a unique individual and is not worthy of further analysis.

suppression table

A suppression table associates incoming requests to

Delete records
Respond to data subject access requests (DSAR)

with user records in the customer 360 database. User records in a suppression table are prevented from being usable in downstream workflows until all matching PII data is deleted from Amperity.

surname

The last name that is associated with a customer.

-or-

The last name that is associated with a unique Amperity ID.

T¶

table: See data table.

Tableau: Tableau is a visual analytics platform that enables people and organizations to make the most of their data. Tableau connects to a data source, and then queries that data directly.

taxonomy: A taxonomy defines a formal structure for classes of objects. For example, a product taxonomy defines product categories, and then organizes individual product types within each category (or subcategory).

temporary table: A temporary table is a table that exists within the customer 360 database for the purpose of storing intermediate results, and then making those results available to other tables in the customer 360 database.

tenant

A tenant represents everything within the Amperity platform as provided to a single customer, including:

Processes that pull data from customer data sources
Processes that send data to destinations
Sandboxes

A tenant runs fully within an environment located in Amazon AWS or Azure.

third-party data: Third-party data is a broad category that includes, but is not limited to, data that is collected by an entity, and is then sold or distributed to companies that want to leverage that data. The usefulness of third-party data is often restricted by a combination of lower data quality, privacy laws, and general commercial interest.

Important

Amperity does not sell third-party data or mark it up in any way.

Throtle: Throtle provides brands and marketers a complete view of their customers and enables accurate targeting across all devices and channels, including IP addresses, connected TVs, cookieless identities, and mobile advertising IDs (MAIDs), such as the Identifier for Advertising (IDFA) from Apple and the Google Advertising ID (GAID) from Google.

TikTok Ads: TikTok is the world’s leading destination for short-form mobile videos. TikTok’s mission is to capture and present the world’s creativity, knowledge, and moments that matter in everyday life.

title

The title that precedes a full name that is associated with a customer, such as “Mr.”, “Mrs”, and “Dr”.

-or-

The title that precedes a full name that is associated with a unique Amperity ID. For example: Mr., Mrs, and Dr.

token: A token is a time-limited bundle of authentication and authorization information that is used when accessing Amperity.

total discount amount: The total discount amount for the entire transaction, including item-specific discounts. A total discount amount should equal the order-level discount amount plus the sum of all item-level discount amounts for the same order ID.

trade-area append (TAA): Trade-area append (TAA) is a process that uses names, zipcodes, and credit card hashes to identify groups of users for online and offline marketing campaigns.

transaction: A transaction represents data that captures orders at the order level, with a summary row per order.

transaction semantic: A transactions semantic is a way to identify brands, channels, stores, orders, products, quantities, per-item costs, total costs, and so on. Use transactions semantics when a data source contains one row per order.

Transaction Attributes: The Transaction Attributes table describes the behavior and history of customer transactions, such as purchase history and frequency, brand preferences, order history, time between purchases, and so on.

Transaction Attributes Extended: The Transaction Attributes Extended table contains additional attributes for customer flags, customer orders, data differences, time period rollups, and RFM scores, many of which are represented by duration (days, months, years, lifetime), order position (first, second, last), frequency, and revenue.

transitive connection: A transitive connection exists between individual records when any two records share a strong match to an intermediate record, but do not have a strong match to each other. For example: record 1 matches record 2, record 3 matches record 2, neither records 1 or 3 match to each other, but they have a transitive connection because both match record 2.

treatament group: A treatment group is the percentage of an audience who will receive communications related to a marketing campaign. A campaign may have more than one treatment group.

Trino: Trino is a distributed SQL query engine that is designed to efficiently query vast amounts of data using distributed queries. Trino is used by the Amperity SQL segment editors to define segments, which are SQL queries that return data from stitched data tables. Formerly known as Presto SQL.

trivial duplicate

A trivial duplicate is a set of nearly-identical records that share enough matching PII to clearly identify a single unique individual. Trivial duplicates are identified by Stitch early in the identity resolution process. Only one of these records is passed downstream for additional Stitch processing; the other records – the trivial duplicates – are not.

See qualified trivial duplicate.

TSV, tab-separated value: A tab-separated values (TSV) file is a delimited text file that uses a tab to separate values. A TSV file stores tabular data (numbers and text) in plain text. Each line of the file is a data record. Each record consists of one or more fields, separated by tabs. The use of the tab as a field separator is the source of the name for this file format.

Tulip: Tulip is a store experience platform that helps your brand connect with your customers by using personalized retail experiences, access to online and in-store products, and seamless omnichannel checkout and fulfillment.

U¶

UID2 tokens: A Unified ID 2.0 (UID2) token, also called an advertising token, is an encrypted form of a raw UID2 value. UID2 tokens are generated from a user’s email address. UID2 tokens are case sensitive, are unique, and are refreshed periodically.

undercluster: An undercluster, or a false negative, occurs when distinct records are incorrectly split from a cluster of records. Each undercluster affects the precision of identity resolution and should be investigated to understand why it occurred.

Unified ID 2.0: Unified ID 2.0 is an open source identity framework that benefits consumers by allowing them to control how their data is shared with publishers and advertisers.

Unified Changes Clusters: The Unified Changes Clusters table contains a history of changes to cluster graphs, relative to the previous Stitch run.

Unified Changes PKS: The Unified Changes PKS table contains a history of changes to primary keys, relative to the previous Stitch run.

Unified Coalesced: The Unified Coalesced table contains all the PII data that has been processed through Stitch. The data is organized by the semantic tag as the column heading and then coalesced into one single table. A unique Amperity ID may appear in more than one row.

Unified Compliance: The Unified Compliance table supports privacy rights workflows and contains the search results for data subject access requests (DSAR) and customer delete requests. A row is added to the the Unified Compliance table for each matching record.

Unified Customer: 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.

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.

Unified Itemized Transactions: The Unified Itemized Transactions table contains rows of transactional data summarized to the item level, and then coalesced into a single column for each unique combination of order ID and product ID. The order ID is associated with an Amperity ID.

Unified Loyalty: 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.

Unified Loyalty Events: The Unified Loyalty Events table contains a row for loyalty program events, unique by Amperity ID and event datetime.

Unified Paid Media: 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 contains 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.

Unified Preprocessed Raw: The Unified Preprocessed Raw table is an output of Stitch. Use this table as part of Stitch QA to view data exactly how values were used by Stitch after preprocessing and blocklisting. This table contains one row for each trivial duplicate. Only the semantics used by Stitch are shown. Semantic values represent pre-processing values and/or bad values that were removed (and replaced by NULL).

Unified Product Catalog: The Unified Product Catalog table contains a row for every item in your product catalog, including descriptive attributes, such as name, brand, size, and color, grouping attributes, such as category, sub-category, class, and sub-class, and other attributes like MSRP, gender, and description.

Unified Scores: 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.

unified tables

Unified tables are generated by Stitch and consolidate your brand’s customer profile, transaction, and interaction records into a series of tables, in which rows of records are unified by the Amperity ID.

See stitched domain tables and Stitch QA tables.

Unified Transactions: The Unified Transactions table contains one row for each unique transaction record, with each order ID associated to an Amperity ID.

uniqueness: Uniqueness divides the number of unique values – cardinality – by the number of rows in a table.

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: Unit list price is the manufacturer’s suggested retail price (MSRP) for a single unit of an item.

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

unit subtotal: A unit subtotal is the amount for a single unit of one item, before discounts have been applied.

unit tax amount: A unit tax amount is the total amount of taxes that are associated with a single unit.

units per transaction: See UPT.

unqualified trivial duplicate

An unqualified trivial duplicate is a set of records that do not have enough matching PII to score 3.0 (or greater) and cannot be grouped together.

See trivial duplicate.

unstructured data: Unstructured data is data that does not adhere to a particular data model or definition, such as text or binary data.

Note

Amperity (generally) does not support unstructured data as a data source because it cannot be easily mapped to other data sources. As such, it is less useful for identifying common patterns and trends across many data sets.

UPC code: A Universal Product Code (UPC or UPC code) is a barcode that is widely used to track items in stores.

UpSet Plot: An UpSet plot highlights the connectivity between data sources. Similar to a Venn diagram, an UpSet Plot helps you to visualize the intersections of different data sources. Different from a Venn diagram, an UpSet Plot contains additional visualizations that are broken down by data source. Each bar in the UpSet Plot shows the number of Amperity IDs that share records from the included sources. Therefore, each bar represents a mutually exclusive set of Amperity IDs. If you were to add up all the Amperity IDs for each bar, you’d see the total number of Amperity IDs for the selected data source.

UPT, units per transaction: The average number of items purchased in any given transaction.

upstream: Upstream refers to the part of a workflow that occurs before the current step, often with some type of dependency. For example, a data table is only updated when new customer data is provided.

Urban Airship: See Airship.

UUID, universally unique identifier: A universally unique identifier (UUID) is a 128-bit number that uniquely identifies information in a computer system. It is represented by 32 digits and four characters (hyphens) displayed in five groups separated by hyphens in the form of 8-4-4-4-12. For example: 123e4567-e89b-12d3-a456-426614174000.

V¶

vertex, vertices: A vertex is a data item in a graph database. A vertex is sometimes referred to as a node.

Vibes: Vibes is a mobile marketing company that provides a variety of mobile marketing products and services, such as text message marketing (SMS/MMS), mobile wallet marketing, push notifications, and mobile web experiences.

VinoVisit: VinoVisit.com is a winery reservation and guest management software platform that helps customers book real-time winery reservations and multi-day itineraries.

vinSuite: vinSuite is wine software designed to manage direct-to-consumer wine business, website content management, e-commerce, wine club, and point-of-sale.

Visual Query Editor: The visual Query Editor is a user interface that allows creating queries using Presto SQL without having to write SQL. The visual Query Editor is combination of filters for WHERE and AND clauses organized as a series of configurable drop-down menus and pick-lists that build SQL queries that run against tables in the customer 360 database.

Visual Segment Editor: The Segment Editor is the user interface for building segments. 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 activate it as a segment.

W¶

win-back campaign: A win-back campaign uses a series of personalized email messages that are sent to customers who have stopped engaging with your brand to attempt to get them to re-engage with your brand.

win-back percentage: A win-back percentage represents the percentage of customers who were inactive, but returned and made a purchase within the measurement window.

workflow: A workflow is the series of steps that your data follows as it moves through Amperity. Information about a workflow, including details and individual tasks, is available from the Workflows page.

Wyng: Wyng is a marketing-software platform that enables advertising agencies and large brands to build and run consumer-engagement and loyalty campaigns, often featuring user-generated content shared through social media.

X¶

XML, eXtensible Markup Language: eXtensible Markup Language (XML) is supported data format for customer data sources.

Y¶

YouTube: YouTube is an online video platform on which your brand can run in-stream, bumper, video, and discovery ads to build interest, brand awareness, and inspire your customers to take action.

Z¶

Zendesk: Zendesk is a service-first CRM company that builds software designed to improve customer relationships by providing support, chat, and community services that span channels.

Numbers¶

4-5-4 calendar: 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.