Data

Behavioral & Engagement Data

• User Actions:

  • Clickstream events (clicks, views, page visits)

  • In-app interactions (feature usage, navigation, dwell time)

• Communication Engagement:

  • Email opens, clicks, unsubscribes

  • SMS & push notification responses and clicks

  • Interaction frequency and recency

2. Transactional & Financial Data

• Purchase Details:

  • Transaction records (purchase history, order amounts, frequency)

  • Subscription details (current plan, upgrades/downgrades, cancellations)

• Monetary Metrics:

  • Lifetime value (LTV)

  • Average revenue per user (ARPU)

  • Revenue contribution per customer segment

3. User & Demographic Data

• Profile Information:

  • Demographics (age, gender, location, income)

  • Registration details (signup date, referral sources)

• Preferences & Traits:

  • User preferences (preferred communication channels, product interests)

  • Cohort segmentation (behavioral cohorts, lifecycle stage)

4. Product & Content Data

• Catalog Information:

  • Product IDs, categories, prices, availability

  • Content metadata (descriptions, tags, categories)

• Creative & Messaging Assets:

  • Message templates and variations

  • Creative assets for email, SMS, push, and in-app messages

5. Real-Time Contextual Data

• Session & Interaction State:

  • Real-time session status (active, idle, session duration)

  • Immediate past actions (recent clicks, current page views)

• Contextual Signals:

  • Session embeddings (representing real-time behavioral patterns)

  • Dynamic user intent signals (intent inference based on real-time activity)

6. Historical & Embedded Data

• Interaction History:

  • Past sequences of events and user actions

  • Historical engagement metrics (past opens, clicks, conversions, churn events)

• Embeddings & Vectorized Data:

  • User embeddings (personalization vectors based on behavior)

  • Product/content embeddings (semantic similarity, recommendation systems)

  • Session embeddings (real-time behavioral modeling for quick retrieval)

7. External & Integrated Data

• Customer Data Platforms (CDP) & Data Warehouses:

  • Segment, Snowflake, BigQuery, Amplitude

• Marketing Automation Systems:

  • Braze, Iterable, Twilio, Customer.io, HubSpot

• Additional SaaS Systems:

  • CRM tools (Salesforce, HubSpot CRM)

  • E-commerce platforms (Shopify, Magento)

  • Web analytics & attribution platforms (Google Analytics, Mixpanel)