Defining SCV Properties
Single Customer View (SCV) Properties are properties that represent the state of a customer.
These properties give you a snapshot of the status of all customers, and can be used to target groups of customers (or individuals) based on the values of the properties.
Properties can range from simple static values to complex time sensitive derived calculations.
Last Search term
Set the value of this property (belonging to the customer) based on the last term that the customer searched for
Count the number of bookings customer has made (for all time)
Average Booking Value
The average value (price) of the customers bookings (for all time)
Properties can also be Time Sensitive and Transforming - these concepts are covered later in this guide
Properties are set when an event that Intilery is aware of occurs, these events can be any event within your business as long as these events are received by Intilery. (Talk to your account manager if you are unsure of this).
The SCV Property "listens" for an event, and then acts on the data of that event to set the value of the property. The current context of the event can also be used to set the value of the property, e.g. current time, other customer properties, details of the campaign the customer is currently engaged with etc.
Typical events that an SCV Property would listen for
An event that a customer does on one of your business channels: -
- An online event, eg. "Search for a product", "Purchase a product", "Sign in", "View a certain page" etc.
- An event in one of your apps
- An event in store, e.g. "Visit store", "View Product", "Checkout" etc.
- An event in the your call centre, e.g. "Customer Call", "Complaint" etc.
Any event on any channel can set/update an SCV property if it is configured to do so
An event pertaining to a customer's interaction with an email campaign
- Opened and email
- Clicked an email
- Received an email
Push Message Event
An event pertaining to a customer's interaction with a push message to your app
- Interacted with a push message
- Received a push message
To set the value of an SCV property, a function is called with the data specified. The result of the function call used to set the value of the property
Functions supported are: -
- Increment If Unique
- Increment On Change
- Set If Null
- Geo Lookup
Details of each function are covered in the property function section
The most basic of function is the "Set" function, this simply sets the value of the SCV Property to the value supplied, e.g.
"Last Search Term" - this would use a "Set" function and would set the value of the property to to the value of the search term
Properties can be one of three types: -
This type of property set the value of the property from the output of the property function
Transforming Fact Property
This type of property will transform the output of the property function into another value
This type of property will utilise geographic place data to calculate the nearest place based on the customer's last used IP address
Properties can be marked as "Session" based, these properties will change on each customer session. For example :-
Searches in the last session
This property will count the number of searches a customer does in their session. The value of the property will retain until the customer starts their next session, at which point it would be rest to 0
Single or Multi Valued
By default properties are single valued, i.e. "Last search Term", "Total Bookings", "Average Booking Value" etc. Each one of these properties has a single value.
Properties can be set to be multi-valued if required, this enables the value to be set against a key for the property, e.g.
Multi Valued Examples
"Search Terms" - A property could record all the search terms a customer carries out and the number of times each term is used (by using the increment function)
"Average Order Value by Category" - Average the order value and record this against the category of the order
Multi valued properties operate in the same way as single valued properties except they have a key/value map for the property values, all other settings are applicable as required
Properties can be set as "Time Sensitive". Setting this on the property makes the value of the property sensitive to the passing of time. The value of a property with Time Sensitivity set may change over time.
When setting a property to be time sensitive you can optionally set a time period for the time sensitivity. Time periods can be X number of minutes/hours/days/weeks etc.
Setting a time value for the time sensitivity affects the property so that the time sensitive function is called when the time period expires.
Time Sensitivity Example
"Searches In The Last Month" - this property will count the number of searches that the customer has done in the last month. As time passes the value (count of searches) will change depending on when the customer had searched.
Value changing over time
Given the above example "Searches In The Last Month", and the customer doing the following: -
A new customer
|Date||Action||Value of property|
|2015-01-01||Customer did 5 searches||5|
|2015-01-08||Customer did 1 search||6|
|2015-01-20||Customer did 10 searches||16|
In the above example, the value of the property is modified based on the time period specified. As the time period is set to "one month", one month after the property was set the property is modified accordingly.
Time Sensitivity Property Types
If you select "Time Sensitive" then the types of property that are available are: -
Time Sensitive Fact Property
This is the same as a Fact Property except that the value of the property is changed based on the passing of time. See the above example
Time Sensitive Transforming Fact Property
This is the same as the Transforming Fact Property except that the value of the property is changed based on the passing of time.
The transformer for the property will be called based on the time period.
Time Sensitivity Transformer
Setting a property to be "Time Sensitive" and it's type to be "Transforming Fact Property" enables you to specify "Transform Date" as the property function
Transforming Fact Property - Transform Date
This property function will take the data passed specified and transform it into another value. E.g. The date “1st June 2015” could be transformed to “6 weeks to 12 weeks away”
(Note: The Date Transform function can also be used for non time sensitive properties, in this case the value will not change as time passes)
The transformation can either be based on transforming a date in the future, i.e how long until something happens, or transforming a date in the past, i.e how long ago something happened.
Date Transformer Details
Date transformation takes a lower and an upper boundary and a resulting transformation – you can have as many transformers per property as required
Date Transformer Settings
- Default Result - This is what the property will be set to if no transformers match
- Recency / Immanency - This sets whether the the date is a date in the future or in the past, i.e. how long until something happens or how long since something has happened
- Transformers :-
Date Transformer properties can have as many transformers as required, each transformer has the following settings
For a date transformation that would transform how long ago a customer has carried out an action, and put them into the "bucket" "0 days to 7 days ago", the following setup would be added
|Lower Time||Lower Time Unit||Upper Time||Upper Time Unit||Result|
A typical setup would have multiple transformers and a default result
Properties are configured using the SCV Property configuration user interface