The data structure in Exponea consists of 4 main elements - customers, events, catalogs, and vouchers.
Customers are, for example, the visitors on your website, who generate events by their actions. An anonymous customer is recognized by their cookie. Once they log in or make a purchase, they are identified by a "hard ID", which can be an internal ID your business uses, their email, or any other unique identifier. The identification assures that actions are assigned to the correct user. Hard ID also allows us to track a single customer across more platforms or devices (hence a single customer with one hard ID can have several cookies representing each device or browser).
When a new customer with a different cookie is identified by an already existing hard ID, these 2 customers are merged into one in Exponea. Every customer has attributes, such as
Exponea is a customer-centric system as everything spins around individual customers, as opposed to session-based systems. This provides you with a unique and detailed single customer view.
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Events are actions performed by customers in relation to your business. These can be any clicks and views on your website or any offline actions imported to Exponea.
Events have attributes too that specify them further. For example, an event
purchase would have attributes specifying the timestamp, the number of items bought, total price, etc. Event attributes allow you to calculate the majority of metrics and drill down deep into your data. Typical events tracked in Exponea are
purchase_item and many more. The maximum number of event attributes is 255 per event.
Events together with their attributes enable you to get deep insights into your customers' behavior and create segmentations or automatically trigger personalized campaigns.
Data in Exponea are stored in a NoSQL schema-less database structure (also called schema-free or dynamically typed schema).
It is completely up to you what events and attributes you want to track. Our consultants will use their expert industry knowledge to identify the best data structure for your business.
A catalog is a lookup table with one primary key
item_id that can be used in various ways. E-commerce websites typically use catalogs for storing products and their related information. Publishing businesses, on the other hand, use catalogs for their articles and section details.
Catalogs are usually updated through regular scheduled imports from your data sources.
Vouchers are simple text codes that customers can use to redeem discounts or other special offers. You can communicate these codes to your customers through your campaigns.
The simplest way to insert a voucher into a campaign would be to use the same code for every customer. However, it is often desirable to send a unique code to every customer. The Vouchers feature allows you to load a pool of vouchers into Exponea, insert them into any campaign, and track their usage.
Updated 6 months ago
Identifying customers is a crucial step in setting up your project. Learn how.