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            Considerations for Selecting Related Attributes in Data 360 Activations

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            Considerations for Selecting Related Attributes in Data 360 Activations

            Related attributes are data fields that belong to data model objects (DMO) connected to your primary or activation DMO. These attributes help you access information from other objects that are linked through a defined relationship path. There’s a direct relationship with the DMO, related attributes, and the filters you can apply.

            Note
            Note For engagement data, activation supports a 90-day lookback window. If related attributes are selected for an activation with a rapid segment publish, the lookback window is seven days. Activation considers engagement data within this window, and any records outside of this window aren't considered when selecting your output values. Profiles might be included in the activation if an engagement date falls within a 24-month window for a segment. Specific engagement records might not be included in the activation if they fall outside the 90-day lookback window.

            When selecting related attributes, consider these guidelines:

            • You can activate up to 25 values per related attribute. 
            • You can select up to 300 related attributes per activation. 
            • You can use up to 8 DMOs per activation.
            • You can use up to 10,000 activations with related attributes. After reaching that limit, you can choose to delete related attributes from existing activations, delete unused activations, or create activations with only direct attributes.
            • The segment size is checked at the time of activation. If the segment has more than 150 million records and contains related attributes when you publish, the segment doesn’t activate.
            • A single customer (or Individual) can have multiple Sales Orders, each tied to different order details. You can select attributes from different DMOs across multiple paths from your activation DMO. For example:
              • Individual → Engagement (email, website)
              • Individual → Sales Order → Order Details
            • When applying filters on DMOs, you can use attributes from the filtered DMO itself or any of its related child DMOs. Attributes from unselected or inactive DMOs can also be used for filtering. Filters are optional. If no filter is applied, the activation considers all data from the selected DMO.
            • The segmentation and activation attribute libraries achieve different purposes so they behave differently. In segmentation, the entire DMO hierarchy is displayed. In activation, the DMOs that are one hop away from the object are displayed. To get to other DMOs, click through the hierarchy.
            • Activation doesn’t automatically acquire segmentation filters. To activate specific values for your attribute, apply filters to your activation. Use segmentation filters to find users who qualify for the segment. Use activation filters to find attributes for message personalization.

            Related Attributes Filtering

            Related Attributes filtering allows users to include only relevant data in the activation payload, by applying specific filter conditions. This makes sure that the activated data aligns with the campaign’s intent. 

            For example, a marketer wants to send an email to customers about their orders currently in the Shipping In Progress state. They’ll select attributes like Order ID and Order Details for activation, and apply a filter where Order Status = "Shipping In Progress". This ensures that only orders matching this status are included in the output.

            • Filters applied upstream are inherited downstream, ensuring consistent filtering throughout the activation. 
            • A locked or grayed-out filter view in child DMOs indicates inherited filters.
            • DMOs at the same level on different paths don't inherit each other’s filters.

            Here's an example:

            Illustrates how related attributes can be used in Activation
            DMO Attribute and Filter Mapping
            DMO Name Attributes Selected Notes
            Individual DMO First Name, Last Name  
            Sales Order DMO Sales Order ID, Order  
            Order Details DMO Total Purchase Amount Filters applied on Order details: Product Details.Product = Toy AND Product Summary.Summary = Good
            Product Detail DMO Product Name Filters inherited from Order Details: Product Details. Product = Toy.
            Product Summary DMO Summary Filters inherited from Order Details: Product Summary. Summary = Good.

            To retrieve all Sales Order IDs where the order includes the Product Name Toy and has a Product Summary marked as Good, you need to apply the filters on the Sales Order DMO.

            As a result, only those sales order IDs that match the filter criteria are included. The filtering logic flows downstream from the DMOs where the filters are applied. This means that if you are activating attributes from Order Details, Product Detail, and Product Summary, they will all inherit the upstream filters applied on Sales Order. These filters affect the Order Details and Sales Order DMOs.

            Filters aren't applied upstream, so any DMO upstream of Sales Order, such as the Individual DMO, remains unaffected. Consequently, the inherited filter also makes sure that all attributes downstream of Sales Order are implicitly filtered to show only details related to Toy and summaries marked as Good.

            Understanding DMO Counts

            • When related attributes are selected from multiple paths, each data model object involved counts toward the DMO limit. 
            • DMOs used only for filtering also count toward the limit.
            • However, if a DMO is already included for attribute selection, using additional attributes from the DMO for filters doesn't add to the count. For example, if you select an attribute from Product Details for activation and also use an attribute from the same DMO for filtering, it still counts as one DMO in the limit calculation.

            Here are some examples of the DMO count:

            • Selecting an attribute from Product Details results in a DMO count of three: Sales Order, Order Details, and Product Details. If an attribute from Product Summary is then added, it only increments the count by one, as the initial DMOs aren't recounted.
            • If you activate attributes from Order Details without applying any filters, the path traverses through Sales Order, resulting in a DMO count of two.
            • If you activate attributes only from Product Details and Product Summary without applying any filters, the DMO count is four.

            Activation supports these segmentation operators:

            Operator Type Operator Value
            Date
            • Has No Value
            • Is On
            • Is Before
            • Is Between
            • Is Anniversary Of
            • Is Not Anniversary Of
            • Greater Than Last Number of Days
            • Last Number of Days
            • Next Number of Days
            • Last Number of Months
            • Next Number of Months
            Numeric
            • Is Equal To
            • Is Not Equal To
            • Is Less Than
            • Is Less Than or Equal To
            • Is Greater Than
            Text
            • Has No Value
            • Is Equal To
            • Is Not Equal To
            • Contains
            • Does Not Contain
            • Begins With
            • Exists As A Whole Word
            • Is In
            • Is Not In
             
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