Field Mapping in Marketing Intelligence

Automapping streamlines data integration by automatically mapping source file or Data Lake Object (DLO) fields to the Marketing Intelligence data model. TotalConnect automatically creates the data transforms necessary to align input with the Marketing Intelligence semantic data model.

Review the suggested mappings and make adjustments as needed before deploying the pipeline. If a source field or object doesn’t match the standard Marketing Intelligence data model, customize the mapping instead of forcing the data into an unrelated field. Add fields to existing objects or create objects during mapping so your source data stays accurate for reporting. Custom objects include default ID, Currency, and Name fields, and remain visible in Data Cloud after creation. You can add measurements to measurement-related objects, such as Delivery or Conversions.

Use mapping formulas to transform source values during ingestion before mapping them to target fields. Mapping formulas can clean and standardize values, combine fields, create missing values, and calculate values that aren’t included in the source data. For more information, see Mapping Formulas in Marketing Intelligence.

Marketing Intelligence selects the appropriate data model template based on uploaded data and suggests mappings based on these considerations.

• Field name matching—aligns DLO and data model object (DMO) fields using exact match, standardized match, and fuzzy match to account for minor spelling or formatting differences.
• Synonyms—includes common synonyms in comparisons to improve mapping accuracy. For example, a DLO field named "Spend" likely maps to "Media Spend."
• Template selection rules—Marketing Intelligence selects one of these data model templates.
  • Delivery Template—tracks marketing content delivery and channel performance. For example, impressions, clicks, media buy, ads, and campaign.
  • Conversion Tag Template—measures customer actions resulting from marketing interactions. For example, purchases or customer actions.
  • Web Analytics Events Template—captures visitor interactions at the event level on a website, such as form fills or button clicks.
  • Web Analytics Pages Template—captures interactions at the individual page level, such as views, exits, and visitor engagement.