Daasity Data Model: Unified Marketing Schema (UMS)

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