june 9, 2014 london - national retail federation briefing - data models_1.pdf · arts operational...

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

Understanding Customer Behavior

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

Customer Independent Characteristics

Sample Independent Characteristics &

Segmentation

Deep

Dive

Reference Data Revisions

� Weather

� Currency

� Geolocation hierarchy

� Channels

Deep

Dive

ARTS Data Warehouse Model Version 3

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


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


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



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


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)


ConversionBehaviorTypeCode

ConversionActionName

SubActionFunctionName

Description

ConversionGoal

ConversionGoalTypeCode

ConversionStateCode (FK)

Success.ConversionBehaviorTypeCode (FK)

ConversionState

ConversionStateCode

ConversionStateDescription

RelativeLow ToHighValue

RelationshipStageCode (FK)

RelationshipStage

RelationshipStageCode

RelationshipStageDescription



ConversionGoalTypeCode (FK)

PromotionalOfferID (FK)

Consumer

ConsumerID

PartyRoleAssignmentID (FK)

PartyID (FK)

WebConversionGoal

WebConversionGoalID

GoalUniformResourceID

VisitDuration

DocumentsPerVisit

Success.WebEventTypeCode (FK)


WebTrackerID (FK)

ConversionGoalDescription


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


PartyID (FK)

AnonymousFlag


CustomerConversionStateID

EffectiveDateTime

ExpirationDateTime

CurrentStatus


ConversioinEventID (FK)

ConsumerID (FK)

ChannelID (FK)

Consumer

ConsumerID


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)





PromotionalOfferID (FK)

WebConversion

ConversionID

WebConversionGoalID (FK)

ClickEventID (FK)

WebConversionGoal

WebConversionGoalID

GoalUniformResourceID

VisitDuration

DocumentsPerVisit

Success.WebEventTypeCode (FK)


WebTrackerID (FK)

ConversionGoalDescription



ConversionBehaviorTypeCode

ConversionActionName

SubActionFunctionName

Description

PartyRoleAssignment

PartyRoleAssignmentID

PartyID (FK)

PartyRoleTypeCode (FK)

StatusCode

EffectiveDate

ExpirationDate

PartyRole

PartyRoleTypeCode

Name

Description

Party

PartyID

OrganizationTypeCode

PartyTypeCode (FK)

ConversionGoal

ConversionGoalTypeCode


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


� 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.



� 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



� Master Data Themes that describes business context

� Reference & Lookup

� Calendar and Time

� Currency

� Enterprise Hierarchies and Structures

� Language

� Weather Reference


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


is contacted v ia



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


PartyTypeCode (FK)

Customer

CustomerID

LifecycleType


PartyRoleAssignment


PartyID (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)



EffectiveDateTime

ExpirationDateTime

CurrentStatus



ConsumerID (FK)

ChannelID (FK)

Consumer

ConsumerID


PartyID (FK)

KeyCustomer

CustomerID (FK)

PrivacyOptOutCode

RegistrationDateTime

ActivityInterest

ActivityInterestCode

ActivityInterestDescription

PersonActivityInterest

PersonPartyID (FK)

SegmentationPrecedenceOrder

ActivityInterestCode (FK)

IntensityLevelCode

LiesureProfessionalTypeCode

PartyContactMethod

ContactPurposeTypeCode (FK)

ContactMethodTypeCode (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


Address

EmailAddress

Telephone

SocialNetworkHandle

SocialNetworkService

SocialNetworkType

WebSite

Person

ReligionType

RaceType

LifeStageType

LifestyleTypeCode

MaritalStatus

AnnualIncomeRange

EducationLevel

OccupationType

EthnicType

EmploymentStatusType

Language

PersonalityType

PersonalValueType

ValueAttitudeLifestyleType


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


PartyAffiliation

PartyRole

PartyRoleAssignment

PartyType

Consumer


Address

EmailAddress

Telephone

SocialNetworkHandle


SocialNetworkType

WebSite

Person

ReligionType

RaceType

LifeStageType

LifestyleTypeCode

MaritalStatus

AnnualIncomeRange

EducationLevel

OccupationType

EthnicType


Language

PersonalityType

PersonalValueType



GeographicSegment

ActivityInterest







ContactMethodType

ContactPurposeType

DietaryHabitType



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


PartyAffiliation

PartyRole

PartyRoleAssignment

PartyType

Consumer


Address

EmailAddress

Telephone

SocialNetworkHandle


SocialNetworkType

WebSite

Person

ReligionType

RaceType

LifeStageType

LifestyleTypeCode

MaritalStatus

AnnualIncomeRange

EducationLevel

OccupationType

EthnicType


Language

PersonalityType

PersonalValueType



GeographicSegment

ActivityInterest







ContactMethodType

ContactPurposeType

DietaryHabitType



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


is contacted v ia



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


PartyTypeCode (FK)

PartyRoleAssignment


PartyID (FK)


StatusCode

EffectiveDate

ExpirationDate

Consumer

ConsumerID


PartyID (FK)



EffectiveDateTime

ExpirationDateTime

CurrentStatus



ConsumerID (FK)

ChannelID (FK)

KeyCustomer

CustomerID (FK)

PrivacyOptOutCode

RegistrationDateTime

Customer

CustomerID

LifecycleType


Address

AddressID

AddressLine1

AddressLine2

AddressLine3

AddressLine4

City

Territory

GeographicSegmentID (FK)

ISO_3166-2CountrySubDivis ionID (FK)

PostalCodeID (FK)

PartyContactMethod

ContactPurposeTypeCode (FK)

ContactMethodTypeCode (FK)


SocialNetworkUserID (FK)

EffectiveDateTime

ExpirationDateTime

AddressID (FK)

EmailAddressID (FK)

TelephoneID (FK)

WebSiteID (FK)

StatusCode

ContactMethodType


ContactMethodName

ContactPurposeType


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


PartyAffiliationTypeCode

Description

PartyAffiliation

PartyAffiliationTypeCode (FK)PartyID (FK)SubPartyID.PartyID (FK)

ChannelID (FK)InvolvementTypeCode (FK)EffectiveDateTimeExpirationDateTimeStatusCodePrincipleSubPartyFlag

PartyRole

PartyRoleTypeCode

NameDescription

PartyRoleAssignment


PartyID (FK)PartyRoleTypeCode (FK)StatusCodeEffectiveDateExpirationDate

PartyType

PartyTypeCode

PartyTypeDescription

Consumer

ConsumerID

PartyRoleAssignmentID (FK)PartyID (FK)



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)


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)


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


ContactMethodName

ContactPurposeType


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


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


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

CUSTOMER Behavior Observation & Measurement

Browsing Selecting

Pre-Authorize/

Prepayment

Customer

Ordering

Picking & Packing

Shipping Settlement