The UrbanBuz Customer Journey Management, CJM, platform comes with a lot of powerful capabilities and in this article we will go over how the platform organizes and stores data so you can have a better understanding of the capabilities.
The Customer Journey Management, CJM, platform is structured in a way to copy the structure of a business so you can map all the different aspects of your business in a way that makes sense to you.
Here’s the CJM business structure and how it maps to a business in the real world:
This is the top level entity that is created by default in CJM. This typically represents your business entity and you can give it the relevant name.
All data belongs to the “Program” the same way all business data belong to the business entity in the physical world. This means that all customer accounts, transactions, and activities are created under the program.
This is the country where the business operates. Country is used to automatically group and track data based on where the customer transacts with your business.
For example, if your business operates in two countries: USA an UK, then all customers who engage with your business in the USA will be linked to that country automatically so you can later on look at USA data separately from UK data.
Please note that a customer can be linked to one or multiple countries based on their transactions. For example, if a customer transacts in the USA and then travels to the UK and transacts there then she will be linked to both countries, so countries can have shared customers as the CJM platform is a global system enabling you to centralize the data across countries. This means she will show up in USA data analysis as well as UK data analysis.
You will be able to look at the data across different countries from the Program level. As stated before, the Program is highest level of CJM platform and all data resides under the Program. Looking at the data at the Program level, you will be able to get an accurate view of the number of unique customers across all countries.
This is the brand of the products sold by your business. A business usually has one brand but there are cases where a business would own several brands that operate independently from each other. For example, Starbucks Corporation owns Starbucks the coffee company; however, Starbucks Corporation also owns Teavana (a tea company) in addition to Evolution Fresh (a juice company) and Ethos Water (a water company). In this case you can create four different brands on the CJM platform and customer data automatically will be linked to the brand that customer transacts with.
This would provide the business with one central place to manage customers across different brands and see customers shared by the brands or unique to each brand.
Please note that a Brand operates within a country, which means data will be tracked by country/brand; however, you will also be able to look at data of a brand across all countries.
A branch is the lowest level of the structure and is where the data flows into. This is typically the physical store where the customer transacts with the business.
A branch by nature needs to be linked to a brand and a country and it is through the branch that the customers data is linked to brand and country.
This enables the business to look at customers by branch, brand, and country.
An E-Commerce site is similar to branch but it is setup separately for tracking and analysis purposes. For example, the business would be able to compare online activities versus in-store activities.