Description of functional characteristics
Description of functional characteristics
of the “DataWave” software and information
This user guide describes the operating rules, methods and principles
of the “DataWave” software (hereinafter “developer”, “CDP”).
This software is program code whose purpose is the collection and aggregation of user information, including communication with the user.
Objectives:
- Communication
- Analysis of user actions after communication
- Communication planning
- Provision of components
Purpose:
- Communicate with users via chatbots, social networks, messaging apps and push messages.
- Create recommendations for products, services and rate plans on the website, in the mobile app and in partner integrations.
- Analyze behavior and predict customer needs based on ML models.
- Create your own personalized loyalty programs, promotions, bonus systems and gamification of the interaction process.
- Build offers personalized for each customer: product, price, timing and bonus
- Enrich data on customers and their needs, including through third-party DMP providers.
Main functions
- Receiving audience data from multiple sources.
- Managing customer identity data.
- Supporting real-time customer segmentation.
- Providing customer data to other systems.
Data ingestion. CDPs extract customer data from multiple sources (for example, transactional systems, online behavior, call center, demographic data or POS).
Identity management. CDPs resolve customer identities across multiple channels, most of them using deterministic matching and profile stitching with identifiers provided in the incoming data. A CDP creates and maintains a persistent customer identifier.
Segmentation. CDPs enable marketers to create and maintain universal omnichannel audience segmentation using unified data in the CDP.
Data delivery / activation. CDPs facilitate the activation of information and of the single customer profile created in the CDP by providing connectors and APIs for other marketing technologies.
Deployment of the software suite is subject to three main groups of requirements:
- workstation requirements for users of the suite (developers)
- qualification requirements for users of the suite (developers)
- requirements for the server infrastructure in which the suite will be deployed
The workstation must meet the following requirements:
A user of the suite must have the following competencies:
- Knowledge of marketing fundamentals
- Knowledge of the fundamentals of designing user interaction logic (optional)
- Knowledge of algorithms (optional)
To deploy the suite in production mode, you need to prepare a server that
must meet the following specifications:
Hardware requirements (recommended):
- CPU-2
- Memory: 128 GB DDR4
- Swap: 2GB
- Storage:
For the system and its subsystems to function, the connected databases must meet the following requirements:
- database integrity: the requirement for data completeness and consistency;
- protection of data against unauthorized access, alteration and destruction.
The following databases can be selected (recommended):
Module: Single profile
Module objective: collecting user information
Features:
- Collecting and merging customer data
- Searching for customers in the database
- Storing user lists
- Managing preferences and consents
Module: Segments
Module objective: creating selections from the customer database
Features:
- Segmenting customers by selected criteria
- Creating complex segments
- Viewing saved segments
- Editing saved segments
- Deleting saved segments
Module: Templates
Module objective: creating communication templates for launching campaigns
Features:
- Creating SMS, email, pop-up, push and website page templates
- Test sends
- Previews
- Attributes and attribute groups
- HTML editor and drag-and-drop builder for all types of personalization
Module: Personalization
Module objective: configuring template display for segments
Features:
- Selecting a segment for displaying website personalization and pop-up templates
- Configuring display timing
- Configuring pages for display
- Viewing statistics
Module: Campaigns
Module objective: a visual builder for executing tasks according to an algorithm predefined by the user, taking into account trigger events generated by users or the system
Features:
- Creating campaign trigger chains
- Configuring a chain to be shown to a specific segment
- Running A/B tests
- Operators
Module: Surveys
Objective: launching and creating surveys
Features:
- Creating a survey
- Viewing the list of survey campaigns
- Changing campaign status
- Viewing statistics
Module: Global control groups
Module objective: evaluating mailing effectiveness by excluding a certain number of random users from communication
Features:
- Starting/stopping control groups
- Configuring exclusions
- Filtering by brand
- Configuring control group size and setting how long users remain in the group
Module: Scoring
Objective: creating and configuring a Scoring model to assess lead “warmth”
Features:
- Creating and configuring the model
- Managing points
- Viewing statistics
Module: Analytics
Objective: viewing statistics and analytics for Pixel, Campaigns, Personalization, Lead scoring, Advertising channels, etc.
Features:
- Adding dashboards;
- Viewing statistics by period;
- Viewing statistics by brand
- Module: Integrations
Module: DSP
Module objective: configuring segments and transferring them to advertising accounts
Features:
- Exporting segments
- Uploading segments
- Viewing segment status
- Brands: a section for creating “brands” to which subsequent campaigns will be linked when they are built
- Users: a section for creating role-based access models in the system
- Event Log: a section for administering user actions within the system
- Keys: a system component designed for working with API (Application Programming Interface) keys
- Pixel: a tracker installed on the website that is needed to collect various information about the customer and sends the collected data to the CDP for subsequent processing and analysis
- Integrations: creating integrations with advertising accounts
Questions arising while working with the suite should be sent to the support team
at info@datawave.ru
All requests are reviewed during business hours (Europe GMT+3); responses and
support are normally provided no later than 48 hours after the request is received.
