Upload
phungtuyen
View
214
Download
0
Embed Size (px)
Citation preview
ARTS OPERATIONAL DATA MODEL VERSION 7 AND DATA
WAREHOUSE MODEL VERSION 3 TECHNICAL BRIEFING
June 9, 2014 London
Presentation Outline
� Introduction to ARTS Data Models
� What’s New –
� ARTS Operational Data Model Version 7
� ARTS Data Warehouse Version 3
� Questions & Discussion
2222
ARTS Data Models
� Relational Operational Data Model
� Persistent data store for transactional processing and operational
reporting
� Relational Data Warehouse Model
� Persistent data store for predefined and ad-hoc analysis and
decision support reporting
� XML Schema-based Data Model
� Message-based data structures for moving data between retail
business processes
Conceptual Basis for Integrating ARTS Data Models
Retail Business Retail Business Retail Business Retail Business
Principles & ConceptsPrinciples & ConceptsPrinciples & ConceptsPrinciples & Concepts
Retail Controlled Retail Controlled Retail Controlled Retail Controlled
Vocabulary & TaxonomyVocabulary & TaxonomyVocabulary & TaxonomyVocabulary & Taxonomy
Retail Retail Retail Retail Business Rules Business Rules Business Rules Business Rules
ARTS Operational Data ARTS Operational Data ARTS Operational Data ARTS Operational Data
ModelModelModelModelARTS XMLARTS XMLARTS XMLARTS XML
SchemasSchemasSchemasSchemas
ARTS Data Warehouse ARTS Data Warehouse ARTS Data Warehouse ARTS Data Warehouse
ModelModelModelModel
Common Retail Semantic FoundationCommon Retail Semantic FoundationCommon Retail Semantic FoundationCommon Retail Semantic Foundation
Relational Hierarchical Relational
Different Scenarios For Using ARTS Data Models
Legacy
Data
Legacy XML
mapping
services
ARTS
XML
ART ODM V7
(ODS)
ARTS DW V3
ARTS ETL
queries,
views and
functions
ARTS DW V3
Legacy
Data
ART ODM V7
(ODS)
Legacy to
ETL services
ARTS ETL
queries,
views and
functions
Legacy
Data
ART ODM V7
(ODS)
Legacy to
ETL services
Non-ARTS
queries,
views and
functions
Warehouse
Non-ARTS
Data
WarehouseARTS DW V3
Legacy
Data
Non ARTS
ODS
Legacy to
ETL services
Non-ARTS
queries,
views and
functions
ARTS XML Schemas
provide a starting point
for retailers to create
canonical data model
and related services
Two Complementary Relational Models
� Supports retail business day to day
operation
� Transactional data model
� 3rd Normal Form relational data
model
� Covers basic retail business
functions
� Provides transactional and master
data source for data warehouse
facts and dimensions
� Supports sales and inventory
reporting and analytics
� Decision support data model
� Dimensional data model built
from ARTS Operational Data
Model
Operational Data ModelOperational Data ModelOperational Data ModelOperational Data Model Data Warehouse ModelData Warehouse ModelData Warehouse ModelData Warehouse Model
Deep
Dive
What is new in ARTS ODM V7?
� Supports consumer-customer journey (lifecycle)
� Data to support customer behavioral analysis
� Expands customer descriptive attributes
� Demographic characteristics
� Psychographic characteristics
� Geographic characteristics
� Interests and activities
� New reference data
� Weather
� Currency
� Geolocation
� Channels
� Builds behavioral customer attributes to support anonymous customer
� Revised treatment of party subtyping
Understanding The Consumer/Customer Journey
� Consumer
� A person or organization this is or may be a purchaser of goods and
services from the retailer.
� A Customer represents one of several consumer states that
make up a consumer life cycle
ProspectProspectProspectProspect
VisitorVisitorVisitorVisitor
ShopperShopperShopperShopper
CustomerCustomerCustomerCustomer
Inactive CustomerInactive CustomerInactive CustomerInactive Customer
ExExExEx----customercustomercustomercustomerUndifferentiatedUndifferentiatedUndifferentiatedUndifferentiated
populationpopulationpopulationpopulation
Consumer Lifetime Story
Visitor Customer
Walk in
or land on
page
Aware of
retailer
Inactive
Customers
Prospect
Ex Customers
Attritio
n
Re
activate
& R
eco
ver
Population
Generic Retail Consumer-Customer Portfolio - Life Cycle Context
Model
The red arrows represent CONVERSION EVENTS and mark the state transition of individuals
and organizations as they progress from being part of an undifferenitated popoulation to being
CUSTOMERS.
The funnel graphically illustrates the notion of
CONVERSION YIELD.
Conversion
Influencers
Stop/Hold
ImpressionShopper
Select &
Settle
Attritio
n
Population
Prospects
Visitor
Shopper
Customer
Inactive
Customer Acquisition & Retention Funnel
Phase 3
Phase 1
Sentiment about retailer
Reviews, opinions,
rumors, etc. Reviews, opinions,
rumors, etc.
Retailer
Conversion
Initiatives
Advertising, promotions, special events customer correspondence,
ongoing customer services and other retailer directed conversations
with consumers
ARTS Sample Consumer-Customer States Within Each Relationship Stage 10101010
New Customer New Customer New Customer New Customer
AcquisitionAcquisitionAcquisitionAcquisition
Customer Retention & CultivationCustomer Retention & CultivationCustomer Retention & CultivationCustomer Retention & Cultivation CustomerCustomerCustomerCustomer
RecoveryRecoveryRecoveryRecovery
Prospect VisitorVisitor ShopperShopperCustomerCustomerCustomerCustomer
NewNewNewNew
CustomerCustomerCustomerCustomer
PlatinumPlatinumPlatinumPlatinum
GoldGoldGoldGold
SilverSilverSilverSilver
CopperCopperCopperCopper
IronIronIronIron
LeadLeadLeadLead
Customer
Inactive
Customer ExEx-customer
Deep
Dive
Fidelity of Customer Behavioral Information by Source12121212
� Direct observation (with context)
� Person to person conversation with customer during shopping experience
� Transactional Information
� Tells you what customers do at conclusion of shopping experience
� Reflects actual purchases/Returns/Cancellations/Adjustments
� Log of outcomes
� Interaction Journals
� Video analytics
� Clickstream analysis
� Call center logs
� Direct Conversation and interaction
� Tells you what customers say to you (and what you say to them)
� Reflects customer intent
� Indirect Conversation
� Tells you what customers say ABOUT you
� Reflects customer sentiment (based on hear-say)
� Unobserved/recorded actions and conversations
� Silence
HIGH
Low
ARTS 7.0 ODMARTS 7.0 ODMARTS 7.0 ODMARTS 7.0 ODM
ARTS DW V 3ARTS DW V 3ARTS DW V 3ARTS DW V 3
XML SchemaXML SchemaXML SchemaXML Schema
Behavioral Analysis
Customer Doing: Segmentation Based on Behavior
Quantitative Analysis
Market Basket
Analysis
Price Elasticity
& Promotional
Patterns
Brand Affinity
Transaction
Magnitude
(line item,
quantity, value)
Shopping
Context
(channel,
location, time,
weather)
And more...
Derive patterns
& pattern criteria
and assign
name
product affinity
price sensitivity
"fashionality"
magnitude
transaction milieu
Persona
Posts Topics, sentiment
observations
ARTS
ODM 7.0
Retail
Transaction &
Master Data
Customer
Order
Web
Clickstream
Retail TransactionBehavior
Observations
Customer Order Behavior
Observations
Customer Web Interaction
Behavior Observations
Indirect
Conversations
Tweets,
Facebook, etc
What?
(Products & Services)
How?
(channels, tender type))
Where
(business units)
When
(week days, olidays,customer occasions)
Who
(customer, worker, anonymous)
Why?
(customer occasions, customer asset,
RETAILER PROMOTIONAL
INITIATIVES)
Future ARTS DW Releases
Consumer-Customer Lifecycle Measurement & Characterization14141414
Customer
Behavior
Merchandise
Category
Brands
Channels(where, when
media for
shopping)
Customer purchase
Promotion/Pricecondition
Occasion
Relative Customer
Value to the Retailer
CustomerDemographic
Characteristics
CustomerGeographic
Characteristics
CustomerPsychographicCharacteristics
Independent
Variables that
influence customer
behavior
Dependent
Variables that
reflect the results
of customer
behavior
Consumer-customer Lifecycle
Measurement& Characterization
Retailer initatives toincrease net profitability
Demographic Segments
Geographic Segments
Psychographic Segments
Behavioral SegmentsA
Consumer-Customer Lifecycle Measurement & Characterization
Transaction
volume, sizing
and value
Shopping frequency &
recency
OptimizationOptimizationOptimizationOptimization
Information
Understanding Customer Behavior: Analytic Context
What? Who?
When?Where?
How? Why?
FACT
Information
What? Who?
When?Where?
How? Why?
FACT
Information
What? Who?
When?Where?
How? Why?
FACT
Information
What? Who?
When?Where?
How? Why?
FACT
Applied
Methods to
Classify, cluster,
Measure
proximity
And derive
patterns
Patterns of
Behavior
Historical Historical Historical Historical
ReportingReportingReportingReporting
AnalyticAnalyticAnalyticAnalytic
Applied
Non-causal,
causal and
judgment
Based forecasting
methods
Forecasted
Activity
Predictive ModelingPredictive ModelingPredictive ModelingPredictive Modeling
Data Data Data Data
WarehouseWarehouseWarehouseWarehouse
Probability
of satisfying
profitability
objectives
Product
Price
Promotion
Place
Relationship
ARTS Data WarehouseInventory Data Mart
Customer & Sales Data Mart
SalesReturnFact TenderFact CustomerLoyaltyProgr
amFactInventoryFact
Inventory Data Mart
Stored Data
Summaries (Cubes)
Customer & Sales Data
Mart Stored Data
Summaries (Cubes)
Customer & Household
Dimensions
Business Unit/Location
Dimension Tables
Time Dimension Tables
Item Dimension Tables
Channel Dimension
Tables
Promotion Dimension
Tables
Cube ACube B
Cube C Cube DCube E
Performance
Measures &
KPIs
Portfolio of Performance Measures and KPI's that
consume summarized and detailed data. The
peformance measures may, with appropriate
care combine inventory and customer-sales
data cubes.
The intermediate data
aggregation and
summarization discussion
applies to the
specification, designa and
implementation of the
queries and resultant
stored summary data
(data cubes or simply
cubes).
SamplePurchasedCreditD
ebitCardSpendData
ARTS Sales Data Mart
Item Dimension Tables
Channel Dimension Table
Promotion Dimension Table
Geolocation "Outrigger" Dimensional Tables
Business Unit/Location Dimension Tables
Customer & Household Dimensional Tables
Time Dimension Tables
Sales Fact Tables
BusinessUnitGroupHierarchyDimension
BusinessUnitDimension
ReportingPeriodDimension
CustomerDimensionGeolocationHierarchyDimension
HouseholdContactDimension
MerchandiseHierarchyDimension
ItemDimension
TenderFact
BusinessUnitGeolocationDimension
ChannelDimension
HouseholdDimension
PromotionDimension
SalesReturnFact
CalendarPeriodHierarchyDimension
CustomerGeolocationDimension
LocationDimension
CustomerLoyaltyProgramFact
RetailTransasctionLineItemCalendarPeriodAssociation
RetailTransactionLineItemReportingPeriodAssociation
CustomerLoyaltyProgramDimension
SamplePurchasedCreditDebitCardSpendData
ApparelStockItemDimension
ARTS Inventory Data Mart
Time Dimension Table
Business Unit/Location Dimension Tables
Item Dimension Tables
Dimensions for inventory state (condition) and
Revenue Cost Center brought over directly from ODM.
Inventory Fact Table
BusinessUnitGroupHierarchyDimension
BusinessUnitDimension
MerchandiseHierarchyDimension
ItemDimension
LocationDimension
InventoryState
ReportingPeriod
RevenueCostCenter
InventoryFactApparelStockItemDimension
ARTS DWM Includes Sample KPIs
Sample Measure 1: Customer Reporting Period Average Transaction Value Per Business Unit
Sample Performance Measure Specification Measure Name: Customer Average Transaction Value Per Business Unit for a Reporting Period (sample measure 1)
Business Definition & Description
Goal Grow average customer sales per business unit
Question What is the average value of customer purchase by business unit for a reporting period?
Description Average value of each customer’s purchases by business unit (store) for a reporting period
Subject Customer
Spreadsheet Ref. Line 10
Observable
Facts/Phenomena
Sales/Returns
Dimensions Customer
Reporting Period
Business Unit
Transaction
Derivation/Formula Sum NetSales grouping by Customer, Business unit and Period / Retail Transaction Count grouping by Customer,
Business Unit and Reporting Period
Output/Result Monetary Value
Link to Technical
Specification
#CustomerAvgTrxValPerBusUnitRptPer
Sample SQL query to
derive the KPI
Sample SQL query to
derive the KPI
ARTS Data Warehouse V3 Dim Model 3 of 3
Questions & Discussion
Contact Information:
Tom Sterling
Email: [email protected]
Phone: (717) 608-8035
DEEP DIVE SECTIONS
Optional sequences of slides used to go into detail about topics introduced in the higher-level presentation
is inv olv ed in
may be a
may be
distinguishes role of
is in a state defined by
defines condition for
Party Ty peCode
Party PartyRoleAssignment
Person
Organization Consumer
ConsumerConversionState
Customer
Defining Customer
� A Customer is:
� An individual or organization (i.e. a Party)
� that assumes a role (PartyRoleAssignment) of a Consumer with respect to the
retail enterprise
� Who purchases a product or service (exhibited behavior –
ConsumerConversionState)Customer Semantics
Customer State View(Logical 10412)
is inv olv ed in
desired outcome for
Z
behav ior observ ed through
defines pre-condition of
defines post condition of
defines status of
defines target of
defines success criteria for
contains
is located at
contains is div ided into
defines
has parent
is credited w ith
is place of
is in contex t of
triggers change in
describes
is a party to
may be a /
is aZ
distinguishes role of
is in a state defined by
defines condition foris one of
is desired outcome from
influences occurence of
is used by
Z
marks occurence of
iis referred bycompletes
refers
may be a
defines how , w hen and w here
mediates ex ecution ofis mediated through /
mediates
may be
TypeCode
FunctionCode
Party
ConversionState
ConversionBehaviorType
WebConversion
WebConversionGoal
ConsumerConversionState
ConversionEvent
ConversionGoal
VisitorCustomer
KeyCustomer
RelationshipStage
RetailStore
BusinessUnit
BusinessUnitSite
Location
LocationLevel
SellingLocation
Site
PartyRole
PartyRoleAssignment
Consumer
ConversionInitiative
TouchPoint
CustomerReferral
RetailTransaction
Channel
ProcessChannel
Process
Core Entities For Consumer State
ConversionEvent
ConversioinEventID
ChannelID (FK)
ConversionBehaviorTypeCode (FK)
Precondition.ConversionStateCode (FK)
PostCondition.ConversionStateCode (FK)
ConversionEventDateTimeStamp
LocationID (FK)
MediaID (FK)
Retail.TransactionID (FK)
CustomerOrderID (FK)
ConsumerID (FK)
PromotionalInitiativeID (FK)
ConversionBehaviorType
ConversionBehaviorTypeCode
ConversionActionName
SubActionFunctionName
Description
ConversionGoal
ConversionGoalTypeCode
ConversionStateCode (FK)
Success.ConversionBehaviorTypeCode (FK)
ConversionState
ConversionStateCode
ConversionStateDescription
RelativeLow ToHighValue
RelationshipStageCode (FK)
RelationshipStage
RelationshipStageCode
RelationshipStageDescription
ConversionInitiative
PromotionalInitiativeID (FK)
ConversionGoalTypeCode (FK)
PromotionalOfferID (FK)
Consumer
ConsumerID
PartyRoleAssignmentID (FK)
PartyID (FK)
WebConversionGoal
WebConversionGoalID
GoalUniformResourceID
VisitDuration
DocumentsPerVisit
Success.WebEventTypeCode (FK)
ConversionStateCode (FK)
WebTrackerID (FK)
ConversionGoalDescription
ConversionGoalTypeCode (FK)
WebConversion
ConversionID
WebConversionGoalID (FK)
ClickEventID (FK)
• Customer acquisition• Customer retention• Customer reactivation
• Prospect• Visitor• Shopper• New Customer• Active Customer• Inactive Customer• Ex-customer
Data Model Customer Lifecycle Entities29292929
Visitor
VisitorID
UserName
UserEmailAddress
CustomerConversionStateID (FK)
Customer
CustomerID
LifecycleType
CustomerConversionStateID (FK)
PartyID (FK)
AnonymousFlag
ConsumerConversionState
CustomerConversionStateID
EffectiveDateTime
ExpirationDateTime
CurrentStatus
ConversionStateCode (FK)
ConversioinEventID (FK)
ConsumerID (FK)
ChannelID (FK)
Consumer
ConsumerID
PartyRoleAssignmentID (FK)
PartyID (FK)
ConversionEvent
ConversioinEventID
ChannelID (FK)
ConversionBehaviorTypeCode (FK)
Precondition.ConversionStateCode (FK)
PostCondition.ConversionStateCode (FK)
ConversionEventDateTimeStamp
LocationID (FK)
MediaID (FK)
Retail.TransactionID (FK)
CustomerOrderID (FK)
ConsumerID (FK)
PromotionalInitiativeID (FK)
ConversionInitiative
PromotionalInitiativeID (FK)
ConversionGoalTypeCode (FK)
PromotionalOfferID (FK)
WebConversion
ConversionID
WebConversionGoalID (FK)
ClickEventID (FK)
WebConversionGoal
WebConversionGoalID
GoalUniformResourceID
VisitDuration
DocumentsPerVisit
Success.WebEventTypeCode (FK)
ConversionStateCode (FK)
WebTrackerID (FK)
ConversionGoalDescription
ConversionGoalTypeCode (FK)
ConversionBehaviorType
ConversionBehaviorTypeCode
ConversionActionName
SubActionFunctionName
Description
PartyRoleAssignment
PartyRoleAssignmentID
PartyID (FK)
PartyRoleTypeCode (FK)
StatusCode
EffectiveDate
ExpirationDate
PartyRole
PartyRoleTypeCode
Name
Description
Party
PartyID
OrganizationTypeCode
PartyTypeCode (FK)
ConversionGoal
ConversionGoalTypeCode
ConversionStateCode (FK)
Success.ConversionBehaviorTypeCode (FK)
ConversionState
ConversionStateCode
ConversionStateDescription
RelativeLowToHighValue
RelationshipStageCode (FK)
RelationshipStage
RelationshipStageCode
RelationshipStageDescription
Retailer’s definition of
customer lifecycle
stages of development
and specific named
conversion states
within each stage
Retailer defined conversion goals,
conversion behavior type (observable
elicited behavior ) and conversion
initiatives (retailer actions) taken to elicit
desired conversion behavior.
Snapshot of the point
where a consumer’s
state changed
Consumer’s
lifecycle story
memorialized
Consumer states
differentiate
Visitors from
Customers
Formalizing Customer Journey
stm Domain Model
ARTS Consumer State Machine
Indiv idual in
population
Prospect Visitor Shopper
Customer
Iron
Copper
New
Silv er
Gold
Platinum
Inactiv e
Customer
Lead
Population
Tier
Ex-Customer
activity < 0 Net Profit
[activity.GE.
Platinum]
[activi ty.GE.Gold
and LT
Platinum]
[activity.GE.Iron and
LT Copper]
[activi ty.GE.Copper
and LT Si lver]
completes 1st
purchasecompletes repeat
purchase [2nd or
subsequent purchase]
completes repeat purchase
[[2nd or subequent
purchase]
no activi ty [no
activi ty for > N
months][Uniquely
identified]
/Create
consumer
instance
becomes
aware
browsesvisi ts
retail
business
unit
[activi ty.GE.Silver
and LT Gold]
Unrecoverable
[inactive for N+
Months and react >
3]
Customer Lifecycle Entity Modeling - 4 of 4
backbackbackback
Operational Data Model Organized Around Themes
� Transaction Themes for retail activity
� Retail transactions
� Control transaction
� Tender control transactions
� Customer orders
� Food service and hospitality
� Forecourt transactions
� Inventory receipt and movement documents
� Operational and financial reporting
ThemesThemesThemesThemes are named collections of ARTS Subject Areas. ARTS Subject
Areas are, in turn, named collections of entities.
ARTS ODM 7 Themes - 1 of 5
Operational Data Model Organized Around Themes
� Lifecycle Themes to capture states and transitions over
time
� Consumer-customer journey (explicit)
� Customer order lifecycle (explicit)
� Merchandise journey through the retailer (implicit)
� Product lifecycle management (future)
� Vendor lifecycle management (future)
ARTS is explicitly modeling important retail business lifecycles
using a state-transition set of entities.
ARTS ODM 7 Themes - 2 of 5
Operational Data Model Organized Around Themes
� Master Data Themes that describes business context
� Proper Nouns (named people, places, things, concepts)
� Party (generalized model for answering the question who?)
� Consumer/customer
� Items and Services Sold
� Fresh Item Management
� Assets and Equipment
� Place (or location)
� Supplier/vendor
� Worker and Human Resources
� Business Rules
� Selling Rules
� Tax Rules
� Price Derivation Rules
� Promotion Rules
ARTS ODM 7 Themes - 3 of 5
Operational Data Model Organized Around Themes
� Master Data Themes that describes business context
� Reference & Lookup
� Calendar and Time
� Currency
� Enterprise Hierarchies and Structures
� Language
� Weather Reference
ARTS ODM 7 Themes - 4 of 5
ARTS Operational Data Model Scope
Business Infrastructure and Support
Voice of the Customer
Consumer Independent Characteristics
Retail TransactionCustomer OrderInventoryInventory Control DocumentsSupplier Customer
Tax (VAT and Sales Tax)
Core Value Adding Process and Transaction Oriented Subject Areas
Party Calendar Worker
Retail Accounting & Reporting
Financial Accounting (ERP) Uses retail accounting information
but is outside of ARTS ODM domain
Control Transaction Tender Control
Product Strategy Pricing & Promotion Strategy
Item (product or service)
Price Derivation
Promotion
Cost
Deal
Place Strategy
Item Selling Rules Availability & Access
Merchandise HierarchyChannelLocation Time Group
Retail Calendar
WHAT does the retailer sell? WHAT value proposition does the retailer offer to its customers? WHERE, WHEN and HOW does the retailer sell to and service customers?
Demographic Geographic Psychographic
Activities &
Interest
Health &
Dietary
Consumer Behavior Dependent Characteristics
Consumer-customer Conversion State
Consumer-customer interaction
Consumer-customer social network
Consumer-customer Transaction History
CUSTOMER needs, wants and preferences
Loyalty Program
Reference TablesOrganization
Planogram
Black arrows reflect sales flow
Red arrows reflect returns flow
Transactions reflect
customer behavior
and are key part of
learning model built
into data model.
Green blocks represent macro-level subject areas that are new with the release of ARTS Operational Data Model V7 or are planned for in future
releases.
financial ledger journal entries
Store OperationsWorker Scheduling
Fresh Item Management
Business Infrastructure and Support
Voice of the Customer
Consumer Independent Characteristics
Retail TransactionCustomer OrderInventoryInventory Control DocumentsSupplier Customer
Tax (VAT and Sales Tax)
Core Value Adding Process and Transaction Oriented Subject Areas
Party Calendar Worker
Retail Accounting & Reporting
Financial Accounting (ERP) Uses retail accounting information
but is outside of ARTS ODM domain
Control Transaction Tender Control
Product Strategy Pricing & Promotion Strategy
Item (product or service)
Price Derivation
Promotion
Cost
Deal
Place Strategy
Item Selling Rules Availability & Access
Merchandise HierarchyChannelLocation Time Group
Retail Calendar
WHAT does the retailer sell? WHAT value proposition does the retailer offer to its customers? WHERE, WHEN and HOW does the retailer sell to and service customers?
Demographic Geographic Psychographic
Activities &
Interest
Health &
Dietary
Consumer Behavior Dependent Characteristics
Consumer-customer Conversion State
Consumer-customer interaction
Consumer-customer social network
Consumer-customer Transaction History
CUSTOMER needs, wants and preferences
Loyalty Program
Reference TablesOrganization
Planogram
Black arrows reflect sales flow
Red arrows reflect returns flow
Transactions reflect
customer behavior
and are key part of
learning model built
into data model.
Green blocks represent macro-level subject areas that are new with the release of ARTS Operational Data Model V7 or are planned for in future
releases.
financial ledger journal entries
Store OperationsWorker Scheduling
Fresh Item Management
ARTS ODM 7 Themes - 5 of 5back
Customer Independent Characteristics36363636
engates in /
is engaged in by
is inv olv ed in
may be a
may be
may be a /
is aZ
defines condition for
is contacted v ia
distinguishes role of
is in a state defined by
is engaged in by /
engages in
isa
categorizes
defines
Party Ty peCode
Person
PersonPartyID.PartyID (FK)
LanguageID (FK)
Salutation
FirstName
FirstNameType
MiddleNames
MiddleNameType
LastName
LastNameType
Suffix
SortingName
MailingName
Off icialName
GenderTypeCode
DateOfBirth
MaritalStatusCode (FK)
LifeStageCode (FK)
RaceCode (FK)
EthnicityTypeCode (FK)
ReligionFamilyCode (FK)
ReligionName (FK)
EducationLevelCode (FK)
EmploymentStatusCode (FK)
OccupationTypeCode (FK)
AnnualIncomeRangeCode (FK)
PersonalityTypeCode (FK)
LifestyleTypeCode (FK)
PersonalValueTypeCode (FK)
ValueAttitudeLifestyleTypeCode (FK)
ConsumerCreditScore
DietaryHabitTypeCode (FK)
ConsumerCreditRatingServiceName
DisabilityImpairmentTypeCode (FK)
Party
PartyID
OrganizationTypeCode
PartyTypeCode (FK)
Customer
CustomerID
LifecycleType
CustomerConversionStateID (FK)
PartyRoleAssignment
PartyRoleAssignmentID
PartyID (FK)
PartyRoleTypeCode (FK)
StatusCode
EffectiveDate
ExpirationDate
Organization
PartyID (FK)
LegalName
TradeName
TaxID
LegalStatusCode (FK)
FederalTaxID
StateTaxID
TerminationDate
LegalOrgnizationTypeCode (FK)
JurisdictionOfIncorporation
IncorporationDate
FiscalYearEndDate
BusinessActivityCode (FK)
LocalAnnualRevenueAmount
GlobalAnnualRevenueAmount
OpenForBusinessDate
ClosedForBusinessDate
DUNSNumber
BankruptcyFlag
BankruptcyDate
BankruptcyEmergenceDate
BankruptcyTypeCode
EmployeeCountLocal
EmployeeCountGlobal
DunnAndBradstreeRating
PrimaryBusiness.LanguageID (FK)
OrganizationDescriptionNarrative
GlobalBusinessSizeTypeCode (FK)
ConsumerConversionState
CustomerConversionStateID
EffectiveDateTime
ExpirationDateTime
CurrentStatus
ConversionStateCode (FK)
ConversioinEventID (FK)
ConsumerID (FK)
ChannelID (FK)
Consumer
ConsumerID
PartyRoleAssignmentID (FK)
PartyID (FK)
KeyCustomer
CustomerID (FK)
PrivacyOptOutCode
RegistrationDateTime
ActivityInterest
ActivityInterestCode
ActivityInterestDescription
PersonActivityInterest
PersonPartyID (FK)
SegmentationPrecedenceOrder
ActivityInterestCode (FK)
IntensityLevelCode
LiesureProfessionalTypeCode
PartyContactMethod
ContactPurposeTypeCode (FK)
ContactMethodTypeCode (FK)
PartyRoleAssignmentID (FK)
SocialNetworkUserID (FK)
EffectiveDateTime
ExpirationDateTime
AddressID (FK)
EmailAddressID (FK)
TelephoneID (FK)
WebSiteID (FK)
StatusCode
Address
AddressID
AddressLine1
AddressLine2
AddressLine3
AddressLine4
City
Territory
GeographicSegmentID (FK)
ISO_3166-2CountrySubDivisionID (FK)
PostalCodeID (FK)
ContactMethodType
ContactMethodTypeCode
ContactMethodName
ContactPurposeType
ContactPurposeTypeCode
Name
Demographic Data37373737
Z
PartyTypeCode
Customer
KeyCustomer
Party
PartyContactMethod
PartyAffiliationType
PartyAffiliation
PartyRole
PartyRoleAssignment
PartyType
Consumer
ConsumerConversionState
Address
EmailAddress
Telephone
SocialNetworkHandle
SocialNetworkService
SocialNetworkType
WebSite
Person
ReligionType
RaceType
LifeStageType
LifestyleTypeCode
MaritalStatus
AnnualIncomeRange
EducationLevel
OccupationType
EthnicType
EmploymentStatusType
Language
PersonalityType
PersonalValueType
ValueAttitudeLifestyleType
PersonActivityInterest
GeographicSegment
ActivityInterest
CompositeDemographicSegment
CompositePsychographicSegment
KeyIndividualCustomerCompositeSegment
KeyOrganizationCustomerCompositeSegment
KeyCustomerGeographicSegment
CustomerPlaceUsageType
ContactMethodType
ContactPurposeType
DietaryHabitType
DisabilityImpairmentType
CompositeHealthSegment
Controlled
vocabulary for
demographics
Composite demographic
segment which is a named
combination of individual
demographic
characteristics
ARTS method of
tying a Party to a
KeyCustomer
Psychographic Data
38383838
Z
PartyTypeCode
Customer
KeyCustomer
Party
PartyContactMethod
PartyAffiliationType
PartyAffiliation
PartyRole
PartyRoleAssignment
PartyType
Consumer
ConsumerConversionState
Address
EmailAddress
Telephone
SocialNetworkHandle
SocialNetworkService
SocialNetworkType
WebSite
Person
ReligionType
RaceType
LifeStageType
LifestyleTypeCode
MaritalStatus
AnnualIncomeRange
EducationLevel
OccupationType
EthnicType
EmploymentStatusType
Language
PersonalityType
PersonalValueType
ValueAttitudeLifestyleType
PersonActivityInterest
GeographicSegment
ActivityInterest
CompositeDemographicSegment
CompositePsychographicSegment
KeyIndividualCustomerCompositeSegment
KeyOrganizationCustomerCompositeSegment
KeyCustomerGeographicSegment
CustomerPlaceUsageType
ContactMethodType
ContactPurposeType
DietaryHabitType
DisabilityImpairmentType
CompositeHealthSegment
Controlled vocabulary for
psychographic characteristics
Composite
psychographic
characteristics which is
a named combination of
individual psychographic
attribute values.
Other Customer Characteristic Data
39393939
Z
PartyTypeCode
Customer
KeyCustomer
Party
PartyContactMethod
PartyAffiliationType
PartyAffiliation
PartyRole
PartyRoleAssignment
PartyType
Consumer
ConsumerConversionState
Address
EmailAddress
Telephone
SocialNetworkHandle
SocialNetworkService
SocialNetworkType
WebSite
Person
ReligionType
RaceType
LifeStageType
LifestyleTypeCode
MaritalStatus
AnnualIncomeRange
EducationLevel
OccupationType
EthnicType
EmploymentStatusType
Language
PersonalityType
PersonalValueType
ValueAttitudeLifestyleType
PersonActivityInterest
GeographicSegment
ActivityInterest
CompositeDemographicSegment
CompositePsychographicSegment
KeyIndividualCustomerCompositeSegment
KeyOrganizationCustomerCompositeSegment
KeyCustomerGeographicSegment
CustomerPlaceUsageType
ContactMethodType
ContactPurposeType
DietaryHabitType
DisabilityImpairmentType
CompositeHealthSegment
Health, diet and activity
characteristics that,
subject to privacy rules
might be used to
characterize customers
independently of their
behavior.
Contact
Information
Independent Characteristics of an Organization40404040
is inv olv ed in
may be a
may be
may be a /
is aZ
defines condition for
is contacted v ia
distinguishes role of
is in a state defined by
isa
categorizes
defines
Party Ty peCode
Organization
PartyID (FK)
LegalName
TradeName
TaxID
LegalStatusCode (FK)
FederalTaxID
StateTaxID
TerminationDate
LegalOrgnizationTypeCode (FK)
JurisdictionOfIncorporation
IncorporationDate
FiscalYearEndDate
BusinessActivityCode (FK)
LocalAnnualRevenueAmount
GlobalAnnualRevenueAmount
OpenForBusinessDate
ClosedForBusinessDate
DUNSNumber
BankruptcyFlag
BankruptcyDate
BankruptcyEmergenceDate
BankruptcyTypeCode
EmployeeCountLocal
EmployeeCountGlobal
DunnAndBradstreeRating
PrimaryBusiness.LanguageID (FK)
OrganizationDescriptionNarrative
GlobalBusinessSizeTypeCode (FK)
Party
PartyID
OrganizationTypeCode
PartyTypeCode (FK)
PartyRoleAssignment
PartyRoleAssignmentID
PartyID (FK)
PartyRoleTypeCode (FK)
StatusCode
EffectiveDate
ExpirationDate
Consumer
ConsumerID
PartyRoleAssignmentID (FK)
PartyID (FK)
ConsumerConversionState
CustomerConversionStateID
EffectiveDateTime
ExpirationDateTime
CurrentStatus
ConversionStateCode (FK)
ConversioinEventID (FK)
ConsumerID (FK)
ChannelID (FK)
KeyCustomer
CustomerID (FK)
PrivacyOptOutCode
RegistrationDateTime
Customer
CustomerID
LifecycleType
CustomerConversionStateID (FK)
Address
AddressID
AddressLine1
AddressLine2
AddressLine3
AddressLine4
City
Territory
GeographicSegmentID (FK)
ISO_3166-2CountrySubDivis ionID (FK)
PostalCodeID (FK)
PartyContactMethod
ContactPurposeTypeCode (FK)
ContactMethodTypeCode (FK)
PartyRoleAssignmentID (FK)
SocialNetworkUserID (FK)
EffectiveDateTime
ExpirationDateTime
AddressID (FK)
EmailAddressID (FK)
TelephoneID (FK)
WebSiteID (FK)
StatusCode
ContactMethodType
ContactMethodTypeCode
ContactMethodName
ContactPurposeType
ContactPurposeTypeCode
Name
Legal
Status
Credit
Business
Demographics
Name
Organization Demographic & Related Data
41414141
PartyTypeCode
Customer
CustomerID
LifecycleTypeCustomerConversionStateID (FK)PartyID (FK)AnonymousFlag
KeyCustomer
CustomerID (FK)
PrivacyOptOutCodeRegistrationDateTime
Party
PartyID
OrganizationTypeCodePartyTypeCode (FK)
PartyContactMethod
ContactPurposeTypeCode (FK)ContactMethodTypeCode (FK)PartyRoleAssignmentID (FK)
SocialNetworkUserID (FK)EffectiveDateTimeExpirationDateTimeAddressID (FK)EmailAddressID (FK)TelephoneID (FK)WebSiteID (FK)StatusCode
PartyAffiliationType
PartyAffiliationTypeCode
Description
PartyAffiliation
PartyAffiliationTypeCode (FK)PartyID (FK)SubPartyID.PartyID (FK)
ChannelID (FK)InvolvementTypeCode (FK)EffectiveDateTimeExpirationDateTimeStatusCodePrincipleSubPartyFlag
PartyRole
PartyRoleTypeCode
NameDescription
PartyRoleAssignment
PartyRoleAssignmentID
PartyID (FK)PartyRoleTypeCode (FK)StatusCodeEffectiveDateExpirationDate
PartyType
PartyTypeCode
PartyTypeDescription
Consumer
ConsumerID
PartyRoleAssignmentID (FK)PartyID (FK)
ConsumerConversionState
CustomerConversionStateID
EffectiveDateTimeExpirationDateTimeCurrentStatusConversionStateCode (FK)ConversioinEventID (FK)ConsumerID (FK)ChannelID (FK)
Address
AddressID
AddressLine1AddressLine2AddressLine3AddressLine4CityTerritoryGeographicSegmentID (FK)ISO_3166-2CountrySubDivisionID (FK)PostalCodeID (FK)
EmailAddress
EmailAddressID
EmailAddressLocalPartEmailAddressDomainPart
Telephone
TelephoneID
ITUCountryCode (FK)AreaCodeTelephoneNumberExtensionNumberCompleteNumber
SocialNetworkHandle
SocialNetworkUserID
UserProfileID (AK1.2)SocialNetworkID (FK) (AK1.1)
SocialNetworkService
SocialNetworkID
SocialNetworkNameSocialNetworkTypeCode (FK)WebSiteID (FK)
SocialNetworkType
SocialNetworkTypeCode
SocialNetworkTypeDescription
WebSite
WebSiteID
HomePageURINameWebSiteBusinessNameWebSiteTitleTagValueWebSiteMetaDescriptionTagValueWebSiteMetaKeywordListNarrative
Organization
PartyID (FK)
LegalNameTradeNameTaxIDLegalStatusCode (FK)FederalTaxIDStateTaxIDTerminationDateLegalOrgnizationTypeCode (FK)JurisdictionOfIncorporationIncorporationDateFiscalYearEndDateBusinessActivityCode (FK)LocalAnnualRevenueAmountGlobalAnnualRevenueAmountOpenForBusinessDateClosedForBusinessDateDUNSNumberBankruptcyFlagBankruptcyDateBankruptcyEmergenceDateBankruptcyTypeCodeEmployeeCountLocalEmployeeCountGlobalDunnAndBradstreeRatingPrimaryBusiness.LanguageID (FK)OrganizationDescriptionNarrativeGlobalBusinessSizeTypeCode (FK)ReligionFamilyCode (FK)ReligionName (FK)
Language
LanguageID
Name
GeoPhysicalLocationAddress
AddressID (FK)EffectiveDateTimeGeographicLocationID (FK)
ExpirationDateTime
BusinessActivityReference
BusinessActivityCode (AK1.2)
BusinessActivityCodeDescriptionIssuingAgencyNameBusinessActivityCodeListName (AK1.1)
KeyOrganizationCustomerCompositeSegment
OrganizationSegmentID
CustomerID (FK)GlobalBusinessSizeTypeCode (FK)LegalOrgnizationTypeCode (FK)LegalStatusCode (FK)BusinessActivityCode (FK)ReligionFamilyCode (FK)ReligionName (FK)
LegalStatusType
LegalStatusCode
LegalStatusDescription
LegalOrganizationType
LegalOrgnizationTypeCode
LeganOrganizationTypeDescription
GlobalBusinessSizeType
GlobalBusinessSizeTypeCode
GobalBusinessSizeTypeDescriptionLowEmployeeCountGlobalHighEmployeeCountGlobal
ContactMethodType
ContactMethodTypeCode
ContactMethodName
ContactPurposeType
ContactPurposeTypeCode
Name
ReligionType
ReligionFamilyCodeReligionName
ReligionDescription
Controlled vocabulary
for organization
demographics
Composite demographic
segment for organization
Contact information (same
as for person or any other
party type
back
Weather Reference42424242
conv erts to
conv erts from
defines
defines
characterizes
defines
contains
is located athas
is parent
is child
records business v ia
has parentdefines parent
defines
characterizes
defines location for
is country of
is w eather reporting location for
is origin of
is origin of
characterizes
is credited w ith /
creditsdefines w eather conditions for
forecasts w eather conditions for
emits
is referenced by
summarizes business at
defines period of
is periodically reported by
TransactionTy peCode
WeatherConditionTypeUnitOfMeasureConversion
UnitOfMeasure
BusinessUnitGroupFunction
BusinessUnitSiteBusinessUnitGroup
BusinessUnit
BusinessUnitGroupLevel
BusinessUnitGroupReportingPeriod
AssociatedBusinessUnitGroup
MerchandiseHierarchyGroup
Site
GeoPhysicalLocationCoOrdinate
GeoPhysicalCoordinateSystem
ReportingPeriod
METARWeatherCondition
METARweatherSite
ISO3166-1Country
METARWeatherForecast
Transaction
RetailTransaction
BusinessDay
BusinessUnitGroupEvent
Currency Reference43434343
issues
ex change from
ex change to
is av ailable in
ISO4217-CurrencyType
ISOCurrencyCode: ISO_4217_CurrencyCode_char(3)
ISOCurrencyNumber: ISO_4217_CurrencyCodeNumber(3) (AK1.1)
ISOCurrencyName: Name
ISOCountryCode: Code2 (FK)
RetailerAssignedCurrencyTypeCode: Code
Symbol: Name
ExchangeRate
SequenceNumber: LineNumber
From: ISO_4217_CurrencyCode_char(3) (FK)
To: ISO_4217_CurrencyCode_char(3) (FK)
ExchangeRateEffectiveDate: EffectiveDate
ExchangeRateExpirationDate: ExpirationDate
ToBuyAmount: ExchangeRate
ToSellAmount: ExchangeRate
ServiceFeeAmount: Money
MinimumCurrencyAmount: Money
ISO3166-1Country
ISOCountryCode: Code2
ITUCountryCode: PhoneNumberCountryCode (FK)
CountryName: Name
ISO3166ThreeCharacterCountryCode: Code4
Denomination
DenominationID: Identity
ISOCurrencyCode: ISO_4217_CurrencyCode_char(3) (FK)
Description: Name
MonetaryValueAmount: MoneyShortRetail
Geolocation Hierarchy44444444
Geographic Area (Segment) Hierarchy
Geophysical Location (Latitude and Longitude)
ISO Standard Designations for Countries and Primary Political Subdivisions
Customer Geographic Segment
Retailer Designated Geographic Segment
Postal Code
Retailer Business Unit Site Contact Data
Association Between
Geophysical Location and
Contact Address
Party Contact Data
is used by
is used at
isais referenced by
v alidates
defines postal area for
has contains
isa
is located at
contains
v alidates
defines
defines hierarcy foris part of
defines lev el for
is a child of is a parent of
is part of
includes
ow nsv alidates
ow ns
defines aggregation group for
identifiesidentifiescov ers
v alidates
authorizes
contains
defines national location for
is div ided into
defines
has parent
acts in
categorizes
is contacted v ia
defines
is contacted v ia
classifies
defines
categorizes
defines postal area for
defines climate of
defines coordinates of
aggregates
is phy sical place of
is phy sical place of
defines point location for
TypeCodeFunctionCode
Address
BusinessUnit
BusinessUnitSite
CustomerPlaceUsageType
GeoPhysicalLocationCoOrdinate
GeoPhysicalCoordinateSystem
GeoPhysicalLocationAddress
GeographicSegmentHierarchy
GeographicSegmentHierarchyLevel
GeographicSegmentHierarchyGroup
GeographicSegment
GeographicSegment_ISO3166-2CountrySubdivision
GeographicSegmentPostalCode
GeographicalSegmentStatisticArea
InventoryLocation
ISO3166-1Country
ISO3166-2CountrySubdivision
ISO3166-2PrimarySubdivisionType
ITUCountry
Location
LocationLevel
Party
PartyContactMethod
PartyRoleAssignment
RetailStore SellingLocation
Site
SiteType
SiteContactMethod
AssociatedGeographicSegmentHierarchyGroup
DistributionCenter
AdministrationCenter
PostalCodeReference
ClimateType
GeoPhysicalLocation
KeyCustomerGeographicSegment
BusinessUnitGroup
ContactMethodType
ContactPurposeType
WorkLocation
Channel Reference45454545
Z
BusinessDomain
BusinessDomainProcess
Process
ProcessChannel
Channel
TouchPoint
CustomerCorrespondence
CustomerOrder RetailTransaction
BusinessUnitGroupChannel
backbackbackback
Observation, Data Reduction Classification of Customer
Behavior
Reduce Retail Transaction Facts for Behavioral Segmentation
Retail Transation Customer Behavior Observations
Customer
Reporting Period
Retail Transaction
Tende Liner Item
Sale/ReturnLine Item Quantity & Monetary Value Facts
Regular Retail Value (unit & ext)
Discount Value (unit & ext)
Actual Retail Value (unit & ext)
RETAILER
Promotion &
Promotional
Initiative
Item Cost (unit & ext)
Item retail pricing unit count
Item retail selling unit count
Line Item Action (Sale, Return, NoSale)
Tender Value
Tender Action (Debit-payment, credit-
change or refund)
Item Dimension
Channel
Business Unit
Events (Holiday,
customer
occasions
Retailer
Calendar
Retail Price Modifer
Price Modification Line Item (Transaction -level discount)
Previous Price (basis for modification)
Price Modification Value
New Price
Application Sequence
Prorated to
Line Items
su
m t
o
Tender Type
(cash, CR/DB,
coupon,etc.)
Branded Tender
Media
Customer Loyalty Program-Account Points
Earned
Customer Loyalty Program-Account Points Redeemed
Customer Loyalty Program-Account Points
RedeemedLoyalty Program-
Account
Weather
Conditions
Frequency = Count of named actions per period
Volume = Count of named entities per period OR
lifetime
Magnitude = Value (usually monetary) of
aggregation or unit attributes for a period or lifetime
Reduce Retail Transaction Facts for
Behavioral Segmentation
Named Segment
based on RANGE
of Frequency
Values
Named segment
based on RANGE
of Volume Values
Named Segment
based on RANGE
of Magnitude
Values
Clustering Analysis to identify named affinitiesNamed Segment
based on
AFFINITY between
entities, entities
and actions and
attribute values
NOTE: Clustering analysis as a method
for discovering customer segments will
be addressed on Phase 4.
NOTE: Except for segments relating to customer loyalty
program-accounts and customer occasions, these
categorizations of behavior apply to anonymous as well as
key customers.
Also, customer assignment to a segment will change each
time an analysis is run. For period to period comparisons, a
history of customer behavior snapshots should be kept. This
also applies to develping time series analysis that can be
used as part of
a forecasting model.
Note that for any snapshot customers can only be assigned
to one TYPE of segment.For example a customer, within a
given snap shot can not be classified as both a platinum
and silver level customer type. They can change from one
snapshot to the next.
ARTS ODM 7.0 Retail Transaction & Related
Master Data
Rate = Ratio of two values indicate change
Duration - Elapsed time
Named Segment
based on range of
rate values
Named Segment
based on Duration
values