Retail Example
A global retailer uses the Zeta Marketing Platform to enable a single, comprehensive view of their customers and prospects, their buying behaviors, and their brick-and-mortar and digital retail experiences.
Please review Onboarding the Zeta Way for additional context prior to diving into this example.
Accounts
The retailer operates two different brands, so they load data into two separate ZMP Accounts (RetailCo 1 and RetailCo2) that are distinct and do not share data. A parent account (RetailCo Parent) enables a combined master view of both brands for the purpose of analyzing KPIs across these two brands.
People
The retailer gathers people-based data from a variety of different sources, unified into a consistent single customer view.
Identifiers
As the various subsystems for the retailer rely on different identifier types, the retailer uses the Zeta Marketing Platform’s Identity Manager Service to consolidate disparate records into a distinct customer and household identifier based on name, a client key they maintain, and email, phone, and postal information.
{
"customer_id": "CUST123456",
"client_key": "CKEY789012",
"hh_id": "HH987654",
"loyalty_number": "LOYAL3210",
"email": "johndoe@example.com",
"email_md5": "e13743a7f1db7f4246badd6fd6ff54ff", // MD5 hash of "johndoe@example.com"
"email_sha256": "2dcb9f3b5e3e555b5adfd91aae3c3f083b298a08e4862f9f7cfb6a88244701a7" // SHA-256 hash of "johndoe@example.com"
}
Contacts
{
"email": "johndoe@example.com",
"phone": "+1-234-567-8901"
}
Properties
{
"first_name": "John",
"last_name": "Doe",
"gender": "Male",
"children": [
{
"age": 5,
"gender": "Female",
"name": "Emily"
},
{
"age": 7,
"gender": "Male",
"name": "Michael"
}
],
"address_line_1": "1234 Elm Street",
"address_line_2": "Apt 5B",
"city": "Anytown",
"state": "Stateville",
"country": "USA",
"zip": "12345",
"other_address": {
"address_line_1": "5678 Oak Street",
"address_line_2": "Suite 12",
"city": "Othertown",
"state": "Stateplace",
"country": "USA",
"zip": "67890"
},
"age": 35,
"date_of_birth": "1988-05-10",
"year_of_birth": 1988,
"store_credit_card_holder": true,
"loyalty_points_balance": 500,
"loyalty_status": "Gold",
"loyalty_enrollment_date": "2015-01-01",
"loyalty_disenrollment_date": "2023-01-01",
"reward_balance": 200,
"points_until_next_reward": 100,
"preferred_store": 1234,
"distance_from_nearest_store": 3.5,
"lifetime_purchase_value": 5000.00,
"last_purchase": {
"date": "2023-07-20",
"items": [101, 102, 103],
"value": 150.00
}
}Events
In addition to standard campaign events including campaign sends, delivers, opens, and clicks, the retailer captures the following events to guide experiences and personalization for its customers.
Event Type | Description | Sample Event Properties |
|---|---|---|
| A purchase, either in store or online. Gathered from |
JSON
|
| A signup for an email newsletter |
JSON
|
| An update on a customer order |
JSON
|
| A return of a purchase |
JSON
|
| An open of the RetailCo mobile app |
JSON
|
| A response submitted on a customer survey |
JSON
|
| An update to the number of points earned, used, or expired, triggered from a loyalty platform. |
JSON
|
Resources
Resource Types | Sample Resource Schema | Description |
|---|---|---|
|
JSON
| Products represent the items that the retailer sells online and in store, including details about variants and other product metadata. These are reference in purchase events and used for product recommendations. |
|
JSON
| Stores represent store locations and their details for the retailer. These are referenced in purchase events, preferred store properties on user profiles, and employee resources. |
|
JSON
| Employees represent associates and employees associated with the retailer. These are referenced in purchase events and to customize email communications from the managers of the customer’s preferred store. |
|
JSON
| Coupons represent one-time coupon codes that are sent via marketing and displayed as bar codes. See Coupon Code Setup for more details. |
Data Connections
The retailer connects data from a variety of sources within its enterprise.
Source | Formats | Data Types |
|---|---|---|
RetailCo Websites | JavaScript API | People, Events Details about customer interactions and information gathered from their websites. |
RetailCo Mobile App | Mobile SDK Events | People, Events |
Point of Sale System | CSV | People, Events Details about customers who have made purchases and returns in store. |
eCommerce Platform | XML | People, Events Details and preferences about customers who have made online purchases and returns. |
Order Management System | CSV | Events Details about order updates from fulfillment center. |
Legacy Marketing Platform | CSV | People, Events Details about prior marketing activity and communication preferences from an old ESP platform. |
Loyalty Data Platform | Semicolon-Separated Text File | People, Events Details about loyalty rewards status |
Human Capital Management Platform | Pipe-Delimited Text File | Resources Details about store employees/associates. |
Consent Management Platform | CSV | People, Events Details about user consent |
Enterprise Database | Postgres Database | Resources Details about store locations and product SKUs. |