This article provides a detailed description of the Unified Marketing Schema (UMS) within the Daasity Data Model. This article will help you understand the purpose of each table and column in this data model.
Overview
The Unified Marketing Schema (UMS) is a core data model within the Daasity transformation module that helps accelerate development of analytical capability by normalizing all marketing data. The normalized schema was designed to support all types of marketing platforms: affiliate, display, marketplace, paid search and paid social
Entity Relationship Diagram (ERD)
The embedded diagram houses the ERD for the Unified Marketing Schema (UMS) integration illustrating the different tables and keys to join across tables. Hover over the embedded diagram to reveal controls to zoom and scroll.
Unified Order Schema Tables
- Vendor Performance
TIP: Many of the tables contain the following fields which can be used to track the data flow from the source system to the integration schema within the database and then to UOS, our normalized order schema
- __loaded_at: defines when the record was last loaded into this table
- __synced_at: defines when the record was last replicated from the source system into the integration tables
Vendor Performance
Purpose: Enables you to normalize marketing spend and performance metrics from different marketing platforms into a single schema for standardized reporting.
Table Name: ums.vendor_performance
| Column | Description |
| ID |
Unique identifier for the each row in the table - comprised of date, integration_id, ad_account_id, integration_name, campaign_id, adset_id, ad_id and attribution_window |
| ACTIVITY_DATE | Date of the activity |
| STORE | Store linked to this marketing integration in the daasity app |
| CHANNEL | The type of ad platform, e.g.: Paid Social, Paid Search, Display |
| VENDOR | The ad platform name |
| SUBCHANNEL | Sub-channel associated with the marketing ad |
| MEDIA_TYPE | Media type of the marketing ad |
| AD_ACCOUNT_ID | The unique identifier of the advertiser account on the ad platform |
| AD_ACCOUNT_NAME | The name of the advertiser account on the ad platform |
| PROPERTY_NAME | Property where the ad is displayed |
| NETWORK_TYPE | Identifies the marketing platform for vendors that have multiple platforms (ex: Google Search vs. Youtube) |
| CAMPAIGN_ID | The unique identifer for the campaign |
| CAMPAIGN_NAME | The most recent campaign name for the campaign_id |
| CAMPAIGN_STATUS | The status of the campaign at time of the latest extraction |
| ADSET_ID | The unique identifier for the ad set. Note this may be labeled slightly different in some ad platforms, e.g.: ad group, ad squad. Google Performance Max campaigns will always have NULL ad set IDs |
| ADSET_NAME | The name of the ad set. Note this may be labeled slightly different in some ad platforms, e.g.: ad group, ad squad. Google Performance Max campaigns will always have NULL ad set names |
| ADSET_STATUS | The status of the ad set at time of the latest extraction. Note this may be labeled slightly different in some ad platforms, e.g.: ad group, ad squad |
| AD_ID | The unique identifier for the ad. Note that Google Performance Max campaigns will always have NULL ad IDs |
| AD_NAME | The name of the ad. Note Google Ads does not have ad names available |
| AD_DESCRIPTION | Description of the ad from the marketing platform |
| AD_URL | URL of the ad |
| AD_STATUS | The status of the ad at time of the latest extraction |
| TOTAL_SPEND | Total spend from the vendor |
| TOTAL_CLICKS | Total clicks from the vendor |
| TOTAL_IMPRESSIONS | Total impressions from the vendor |
| VENDOR_REPORTED_ORDERS | Total orders from the vendor based on the attribution window |
| VENDOR_REPORTED_REVENUE | Total revenue from the vendor based on the attribution window |
| KEYWORD | Populated if there is a keyword associated with the marketing |
| REVENUE_CLICKTHROUGH | Total click through revenue from the vendor |
| REVENUE_VIEWTHROUGH | Total view through revenue from the vendor |
| PURCHASES_CLICKTHROUGH | Total click-through purchases from the vendor |
| PURCHASES_VIEWTHROUGH | Total view-through purchases from the vendor |
| SEGMENT_1 | Placeholder for custom segmentation |
| SEGMENT_2 | Placeholder for custom segmentation |
| SEGMENT_3 | Placeholder for custom segmentation |
| SEGMENT_4 | Placeholder for custom segmentation |
| SEGMENT_5 | Placeholder for custom segmentation |
| VIDEO_VIEWS |
All video views |
| VIDEO_VIEWS_PCT_25 |
Video view count where user reached the 25% duration mark |
| VIDEO_VIEWS_PCT_50 |
Video view count where user reached the 50% duration mark |
| VIDEO_VIEWS_PCT_75 |
Video view count where user reached the 75% duration mark |
| VIDEO_VIEWS_PCT_100 |
Video view count where user reached the 100% duration mark |
| ORIGINAL_CURRENCY | Currency reported by the vendor |
| CURRENCY_CONVERSION_RATE | Rate used to convert monetary values from original_currency to target_currency |
| TARGET_CURRENCY | Currency of the Daasity account |
| ATTRIBUTION_WINDOW | Attribution window of the marketing ad |
| SOURCE_RANK | The rank of the data source for deduplication |
| __LOADED_AT | When the data was last updated |
| __SYNCED_AT | When the data was last replicated from the source |