The Data Model of Dialog Insight

Modified on Tue, 9 Sep at 10:47 AM

Within a Dialog Insight project, data is stored in a contact list (also called a contact database in the industry) and in relational tables (based on an SQL model). A basic structure is generated when you create a project. It's very likely that you arrive at a project with a structure already in place. It's a good idea to explore the different tables to understand the structure. Custom tables may have been created by your team. You might have a structure that contains multiple source projects linked to a unified project that centralizes contact data: this is a CDP structure. This article presents the different tables present by default or generated when certain modules are activated.

Good Practices

Before integrating your data, plan the structure of the fields and tables based on your marketing and analytical needs.
Use meaningful and consistent field names for the fields you create.
Avoid unnecessary multiple projects: effective use of tables and lists often allows you to consolidate multiple contexts into a single project.

Contact List

Endpoint: Contacts

Location of the contact list: Project → Data Management → Project Fields

The contact list contains project fields (info about the contact) and opt-in fields (subscriptions of the contact).

Project Fields

Each project has a contact list which contains "project fields". This is the structure that forms the basis of the contact profile. Default fields are generated when creating a project (contact identification, geographic and professional data), and you may create additional fields if needed. There is always a field for the primary key, which is generally the email or the client number.

Project Opt-in Fields

Opt-in fields are created by your team when creating a consent center. When a contact consents to receive a communication, their consent is stored in an opt-in field with a value of 1 (subscribed) or zero (unsubscribed). There may be no value for an opt-in if the contact has never subscribed or unsubscribed to that communication. Consent can be explicit or implied (see the difference).

→ Setting Up a Consent Centre

Relational Tables

Endpoint: RelationalTables

Location of the tables: Project → Data Management → Relational Data

In addition to the contact list, a project typically contains relational tables, which can be profiling or lookup tables (see the difference). These tables are used to store data that complements the contact list. Tables can be system tables (generated when using some of the modules) or custom tables (created by your team).

E-commerce Tables

When you create a project with an e-commerce structure or activate an integration, e-commerce tables (system tables) are generated. There are 2 possible structures (only one choice per project):

Retail (product store)
Events (shows, conferences, workshops)

→ Learn More on the E-commerce Structure

Acquisition Process Tables

When you activate the following modules, they generate system tables to host data related to their use: