The CDP Plus utilizes three primary sets of data to help you automate and personalize your marketing efforts within the Zeta Marketing Platform.

Those data sets are:

  • Users

  • Events

  • Resources

Users and Events have flexible, schema-less data structures and are stored in a non-relational database. Resources have an established schema to maintain consistency. 


Users are the individuals that make up your audience. User records have properties associated with them that can be used for segmentation and within the content.

Some examples of user properties are:

  • First name

  • City

  • Subscription preferences

Users can be imported manually in the - UI, via API, p13n.js (our client-side JavaScript library), and SFTP. In this guide, we will perform a manual user import in the UI.


Events are real-time actions taken by a User and/or are things that can happen to a user in real-time. Events can also be used for segmentation, within the content, and perhaps most importantly, to trigger messages or experiences at a 1:1 level in real-time.

Some examples of events are:

  • Purchases

  • Page Views

  • Email Opens

Events for identified users appear in the associated user’s profile journey. 

Standard Events are also used by our AI to influence our Recommendations engine on an individual level to serve relevant Resources (see below) to users in emails or on your website with a client-side website integration using p13n.js.  


Separate from users and events are resources. Resources are items that should be used in content via our Recommendations engine or with a Resource lookup.

Some examples of resources are:

  • Articles

  • Products

  • Episodes

  • Store locations

  • Sporting events.

You can store multiple types of resources to be used in content where appropriate

Let's start with importing our first users >>