Available November 20. This article covers the new Audience Insights, which goes live on November 20. Until then, current dashboards work as they do today.
Audience Insights cards are built from Omeda-provided datasets. When you create a Visualization card, these datasets are listed by name in the Select a DataSet window (see Building a Card). This article explains what each dataset contains and what each column means, organized by the Essential Insights page that uses it.
Columns are listed by their names and types as they appear in Domo, so you can match them to what you see when building a card in Analyzer. Some datasets also include calculated fields: formulas Omeda built on top of the dataset's columns, such as rates, date formats, and groupings. Calculated fields appear alongside the columns in Analyzer, and you can use them in your cards like any other column.
When you open a card, the bottom right corner shows when its dataset was last updated.
Dataset names
Each dataset name includes a code for your organization, shown below as XXX. For example, the Tag Table appears as PROD_BI.BI_XXX.BI_TAG, with your organization's code in place of XXX.
|
Dataset name |
Essential Insights page |
Table |
|---|---|---|
|
PROD_BI.BI_XXX.BI_EMAIL |
Email Engagement Insights, Email Deliverability Insights |
Email Data |
|
PROD_BI.BI_XXX.BI_SUB_CUSTOMER |
Subscription Insights |
Subscription Customer Data |
|
PROD_BI.BI_XXX.BI_RENEWAL |
Subscription Insights |
Renewal Data |
|
PROD_BI.BI_XXX.BI_DEMO |
Subscription Insights |
Demographic Data |
|
PROD_BI.BI_XXX.BI_ACCOUNT |
Subscription Insights |
Account Data |
|
PROD_BI.BI_XXX.BI_CDP_PAGE_ENGAGEMENT |
Web Behavior Insights |
Page Engagement |
|
PROD_BI.BI_XXX.BI_CDP_UTM |
Web Behavior Insights |
UTM Parameter Values |
|
PROD_BI.BI_XXX.BI_CDP_USER_AGENT_META |
Web Behavior Insights |
User Agent Metadata |
|
PROD_BI.BI_XXX.BI_CDP_ATTRIBUTE |
Web Behavior Insights |
Attribute Data |
|
PROD_BI.BI_XXX.BI_TAG |
AI Tagging Insights |
Tag Table |
Every dataset includes an ENVIRONMENT_ID column, which identifies your Omeda database. You won't usually need it when building cards.
Email Engagement and Email Deliverability Insights
Both email pages are built from the same dataset, which includes the fields needed to analyze email engagement and deliverability.
Email Data
Dataset: PROD_BI.BI_XXX.BI_EMAIL
|
Column |
Type |
Description |
|---|---|---|
|
CUSTOMER_ID |
Integer |
Unique identifier for a customer in the Omeda database. |
|
COMMUNICATION_ID |
Integer |
Unique identifier for a single communication event (e.g., an individual email sent to one recipient). |
|
SENT_DATE |
Timestamp |
Date and time the deployment was sent. |
|
EMAIL_ADDRESS |
Text |
Recipient's email address associated with the deployment. |
|
TRACKING_NUMBER |
Text |
External-facing identifier for an email deployment. Used in reporting and visible in Email Builder. |
|
DEPLOYMENT_NAME |
Text |
User-defined name for the deployment, typically created during deployment setup. |
|
DEPLOYMENT_TYPE |
Text |
Classification of deployment aligned to content themes or purpose. Also governs unsubscribe handling (e.g., newsletters, alerts, 3rd party). |
|
DESIGNATION_NAME |
Text |
Indicates the purpose of the Deployment Type (e.g., newsletter, marketing, events, subscription, surveys). |
|
SENDING_DOMAIN |
Text |
Domain used to send the email (e.g., "news.omeda.com"). Useful for deliverability analysis. |
|
OPENED_COUNT |
Integer |
Total number of times a recipient opened a given communication. |
|
STATUS |
Integer |
Delivery status of the communication. 3 means delivered and 4 means bounced. |
|
IS_CLICKED |
Text |
true if the recipient clicked any link in the communication; otherwise false. |
|
IS_UNSUBSCRIBED |
Text |
true if the recipient unsubscribed from this deployment type via the communication; otherwise false. |
|
IS_COMPLAINT |
Text |
true if the recipient marked the email as spam or blocked it via the communication; otherwise false. |
|
IS_BOUNCE |
Text |
true if the communication bounced; otherwise false. |
Calculated fields
|
Field |
Type |
Description |
|---|---|---|
|
DELIVERED |
Integer |
Number of delivered emails (STATUS = 3). |
|
RECEIVING_EMAIL_DOMAIN |
Text |
The domain of the recipient's email address (e.g., gmail.com), taken from EMAIL_ADDRESS. |
|
EMAIL_DOMAIN_TYPE |
Text |
Consumer if the receiving domain is a common personal email provider (e.g., gmail.com, yahoo.com); otherwise Business. |
|
SENT_DAY |
Date |
Date the deployment was sent, without the time (e.g., 2026-10-27). |
|
SENT_DAY_OF_WEEK |
Text |
Day of the week the deployment was sent (e.g., Monday). |
|
TOP_EMAIL_DOMAINS |
Text |
Top 10 if the receiving domain is one of 10 major inbox providers (aol.com, att.net, comcast.net, gmail.com, hotmail.com, icloud.com, msn.com, outlook.com, verizon.net, yahoo.com); otherwise Other. |
Email metric definitions
The Essential Insights email pages calculate rates as follows. Delivered means STATUS = 3.
|
Metric |
Calculation |
|---|---|
|
Open Rate |
Delivered emails that were opened (OPENED_COUNT greater than 0) ÷ delivered emails |
|
Unique Click Rate |
Delivered emails that were clicked ÷ delivered emails |
|
Click-to-Open Rate (CTOR) |
Delivered emails that were clicked ÷ delivered emails that were opened |
|
Unsubscribe Rate |
Delivered emails that led to an unsubscribe ÷ delivered emails |
|
Complaint Rate |
Delivered emails marked as spam ÷ delivered emails |
|
Bounce Rate |
Bounced emails (STATUS = 4) ÷ all emails sent |
Subscription Insights
The Subscription Insights page is built from four datasets covering subscribers, renewals, demographics, and revenue.
Subscription Customer Data
Dataset: PROD_BI.BI_XXX.BI_SUB_CUSTOMER
|
Column |
Type |
Description |
|---|---|---|
|
CUSTOMER_ID |
Integer |
Unique identifier for a customer in the Omeda database. |
|
ORDER_DATE |
Timestamp |
Date the most recent subscription was ordered. |
|
VERIFICATION_DATE |
Timestamp |
Date the most recent subscription documentation or confirmation was received from the subscriber. Validates the recency and compliance of the subscription. |
|
TERM |
Integer |
The term of the most recent subscription. |
|
ACTIVE_VERSION |
Text |
The current format of the subscription delivery, e.g., "Print", "Digital", or "Both". |
|
PAYMENT_STATUS |
Text |
Billing classification of the subscription, such as "Controlled", "Paid with Order", "Credit", or "Free Term". |
|
QUANTITY |
Integer |
Number of subscription units associated with this record (typically 1 unless a bulk or group subscription). |
|
SUBSCRIPTION_TYPE |
Text |
Indicates whether the subscription is a first-time subscription ("Add") or a renewal. |
|
RENEWAL_CODE |
Text |
Instructions for renewal treatment. For example, "No Renewal" signals exclusion from renewal campaigns. |
|
CLASS_DEFINITION |
Text |
Subscription classification code that determines the active/inactive status. Examples include: Class 1: Active Qualified; Class 2: Active Non-Qualified; Class 3, 8-10: Inactive/kill statuses; 20-27: Suspensions; 50: Passalong. |
|
SOURCE |
Text |
Origin or method of acquisition for the subscription. |
|
PAYMENT_STATUS_CATEGORY |
Text |
Simplified description of whether the subscription is paid or non-paid, derived from Payment Status. |
|
PAID |
Text |
TRUE if the subscription is paid; otherwise FALSE. |
|
NON_PAID |
Text |
TRUE if the subscription is non-paid; otherwise FALSE. |
|
PRODUCT |
Text |
The name of the subscribed product (e.g., magazine or digital publication title). |
|
PROMO_CODE |
Text |
The alphanumeric promo code associated with the subscription. |
|
SALES_CHANNEL |
Text |
The descriptive name of the channel through which the order was completed. |
|
SALES_CHANNEL_ID |
Text |
The unique identifier of the channel through which the order was completed. |
|
GROUP_CATEGORY |
Text |
Indicates if the subscription is for an individual or is part of a group subscription. |
|
GROUP_CODE |
Text |
If the subscription is a group subscription, the group code will identify the group the subscription is part of. |
Calculated fields
|
Field |
Type |
Description |
|---|---|---|
|
PAID_% |
Decimal |
Paid subscriptions ÷ paid and non-paid subscriptions. |
|
VERIFICATION_RANGES |
Text |
How long ago the subscription was verified: Year 1 (less than 1 year ago), Year 2, Year 3, or Year 3 + (more than 3 years ago). |
Renewal Data
Dataset: PROD_BI.BI_XXX.BI_RENEWAL
|
Column |
Type |
Description |
|---|---|---|
|
CUSTOMER_ID |
Integer |
Unique identifier for a customer in the Omeda database. |
|
PRODUCT |
Text |
The name of the subscribed product (e.g., magazine or digital publication title). |
|
ACTIVE_VERSION |
Text |
The current format of the subscription delivery, e.g., "Print", "Digital", or "Both". |
|
CLASS_DEFINITION |
Text |
Subscription classification code that determines the active/inactive status. Examples include: Class 1: Active Qualified; Class 2: Active Non-Qualified; Class 3, 8-10: Inactive/kill statuses; 20-27: Suspensions; 50: Passalong. |
|
SOURCE |
Text |
Origin or method of acquisition for the subscription. |
|
GROUP_CATEGORY |
Text |
Indicates whether the subscription is held by an individual or part of a group account. |
|
GROUP_CODE |
Text |
If the expiring subscription is part of a group, the group code will identify the group the subscription is part of. |
|
EXPIRE_ISSUE_NAME |
Text |
The name of the issue corresponding to the expiration of the subscription, typically formatted as YYYYMM. |
|
EXPIRE_DATE |
Timestamp |
The scheduled date when the subscription will expire. Used for renewal forecasting and campaign planning. |
|
ORDER_DATE |
Timestamp |
The order date of the expiring subscription. |
|
TERM |
Integer |
The term of the expiring subscription. |
|
EXPIRE_YEAR |
Integer |
The year portion of the subscription expiration date. Useful for year-over-year reporting or cohort analysis. |
|
EXPIRING_ADD |
Integer |
Flag where 1 means the subscription is expiring and is a first-time (Add) subscription. |
|
EXPIRING_RENEWAL |
Integer |
Flag where 1 means the subscription is expiring and has been renewed previously. |
|
RENEWED_ADD |
Integer |
Flag where 1 means the subscription was renewed and this is the subscriber's first renewal. |
|
RENEWED_RENEWAL |
Integer |
Flag where 1 means the subscription was renewed and the subscriber had previously renewed. |
|
NOT_RENEWED_ADD |
Integer |
Flag where 1 means the subscription was not renewed, and it was a first-time (Add) subscription. |
|
NOT_RENEWED_RENEWAL |
Integer |
Flag where 1 means the subscription was not renewed, and it had previously been renewed. |
|
RENEWED |
Text |
TRUE if the subscription was renewed; otherwise FALSE. |
|
AUTORENEWED |
Text |
TRUE if the subscription was renewed via autorenewal; FALSE if renewed manually or not renewed. |
|
RENEWED_AMOUNT |
Floating Decimal |
The dollar amount charged when the subscription was renewed. |
|
PROMO_CODE |
Text |
The alphanumeric promo code associated with the subscription. |
|
SALES_CHANNEL_ID |
Text |
The unique identifier of the channel through which the renewing order was completed. |
|
SALES_CHANNEL |
Text |
The descriptive name of the channel through which the renewing order was completed. |
Calculated fields
|
Field |
Type |
Description |
|---|---|---|
|
EXPIRE_MONTH_AND_YEAR |
Text |
Month and year the subscription expires (e.g., Oct 2026). |
|
RENEWAL_% |
Decimal |
Renewed subscriptions ÷ subscriptions that either renewed or didn't renew. |
|
EXPIRING_SUBSCRIPTIONS |
Integer |
Number of expiring subscriptions with a renewal outcome (renewed or not renewed). |
|
RENEWED_STATUS |
Text |
Renewed if the subscription renewed; otherwise Not Renewed. |
Demographic Data
Dataset: PROD_BI.BI_XXX.BI_DEMO
|
Column |
Type |
Description |
|---|---|---|
|
CUSTOMER_ID |
Integer |
Unique identifier for a customer in the Omeda database. |
|
DEMOGRAPHIC_NAME |
Text |
The label or type of the demographic attribute (e.g., Job Title, Industry, Company Size). |
|
DEMOGRAPHIC_VALUE |
Text |
The subscriber-specific value assigned to the demographic (e.g., Editor, Healthcare, 100-499 employees). |
|
PRODUCT |
Text |
The name of the subscribed product (e.g., magazine or digital publication title). |
|
ACTIVE_VERSION |
Text |
The current format of the subscription delivery, e.g., "Print", "Digital", or "Both". |
|
CLASS_DEFINITION |
Text |
Subscription classification code that determines the active/inactive status. Examples include: Class 1: Active Qualified; Class 2: Active Non-Qualified; Class 3, 8-10: Inactive/kill statuses; 20-27: Suspensions; 50: Passalong. |
|
SOURCE |
Text |
Origin or method of acquisition for the subscription. |
Account Data
Dataset: PROD_BI.BI_XXX.BI_ACCOUNT
|
Column |
Type |
Description |
|---|---|---|
|
CUSTOMER_ID |
Integer |
Unique identifier for a customer in the Omeda database. |
|
PRODUCT |
Text |
The name of the subscribed product (e.g., magazine or digital publication title). |
|
ACTIVE_VERSION |
Text |
The current format of the subscription delivery, e.g., "Print", "Digital", or "Both". |
|
CLASS_DEFINITION |
Text |
Subscription classification code that determines the active/inactive status. Examples include: Class 1: Active Qualified; Class 2: Active Non-Qualified; Class 3, 8-10: Inactive/kill statuses; 20-27: Suspensions; 50: Passalong. |
|
SOURCE |
Text |
Origin or method of acquisition for the subscription. |
|
EARNING_DATE |
Timestamp |
The date the revenue was recognized from the subscriber's transaction. |
|
ORDER_DATE |
Timestamp |
The order date for the subscription. |
|
TERM |
Integer |
The term of the subscription. |
|
AMOUNT |
Floating Decimal |
The monetary amount of recognized earnings from the subscriber. |
|
ISSUE |
Text |
The name of the issue for which the earnings were recorded, typically formatted as YYYYMM. Supports period-based revenue analysis. |
|
ACCOUNT_NAME |
Text |
The internal financial account (e.g., department, GL code) to which the earnings are attributed. |
|
GROUP_CODE |
Text |
If the subscription is a group subscription, the group code will identify the group the subscription is part of. |
|
PROMO_CODE |
Text |
The alphanumeric promo code associated with the transaction. |
|
SALES_CHANNEL_ID |
Text |
The unique identifier of the channel through which the transaction was completed. |
|
SALES_CHANNEL |
Text |
The descriptive name of the channel through which the transaction was completed. |
Calculated fields
|
Field |
Type |
Description |
|---|---|---|
|
TOTAL_REVENUE |
Floating Decimal |
Total AMOUNT earned in the current calendar year. |
Web Behavior Insights
The Web Behavior Insights page is built from four datasets of website visit data collected by Omeda's CDP. Each row is a visit, linked across datasets by CUSTOMER_BEHAVIOR_VISIT_ID.
Page Engagement
Dataset: PROD_BI.BI_XXX.BI_CDP_PAGE_ENGAGEMENT
|
Column |
Type |
Description |
|---|---|---|
|
CUSTOMER_ID |
Integer |
Unique identifier for a customer in the Omeda database. |
|
CUSTOMER_BEHAVIOR_VISIT_ID |
Integer |
Unique identifier for a specific visit or interaction instance. |
|
BEHAVIOR_NAME |
Text |
The name of the Olytics-defined behavior triggered during the visit. |
|
VISIT_DATE |
Timestamp |
The timestamp when the visit occurred. |
|
VISITOR_TYPE |
Text |
Classification of the visitor as either known (identified via email, login, or subscription data) or unknown (anonymous web activity). |
|
BASE_URL |
Text |
The full URL path (excluding query parameters) of the page visited. Useful for content performance analysis and filtering by page category. |
Calculated fields
|
Field |
Type |
Description |
|---|---|---|
|
CLEAN_BASE_URL |
Text |
BASE_URL without "https://" and "www.", for easier reading. |
|
VISIT_DAY |
Date |
Date of the visit, without the time. |
|
DAY_NAME |
Text |
Day of the week of the visit (e.g., Monday). |
UTM Parameter Values
Dataset: PROD_BI.BI_XXX.BI_CDP_UTM
|
Column |
Type |
Description |
|---|---|---|
|
CUSTOMER_ID |
Integer |
Unique identifier for a customer in the Omeda database. |
|
CUSTOMER_BEHAVIOR_VISIT_ID |
Integer |
Unique identifier for a specific visit or interaction instance. |
|
BEHAVIOR_NAME |
Text |
The name of the Olytics-defined behavior triggered during the visit. |
|
VISIT_DATE |
Timestamp |
The timestamp when the visit occurred. |
|
PARAMETER_NAME |
Text |
The UTM parameter key captured during the visit (e.g., utm_source, utm_medium). Used to analyze marketing attribution and campaign performance. |
|
PARAMETER_VALUE |
Text |
The corresponding value assigned to the UTM parameter (e.g., newsletter, social). Helps trace traffic sources, understand user acquisition paths, and segment audience behavior by campaign. |
User Agent Metadata
Dataset: PROD_BI.BI_XXX.BI_CDP_USER_AGENT_META
|
Column |
Type |
Description |
|---|---|---|
|
CUSTOMER_ID |
Integer |
Unique identifier for a customer in the Omeda database. |
|
CUSTOMER_BEHAVIOR_VISIT_ID |
Integer |
Unique identifier for a specific visit or interaction instance. |
|
BEHAVIOR_NAME |
Text |
The name of the Olytics-defined behavior triggered during the visit. |
|
VISIT_DATE |
Timestamp |
The timestamp when the visit occurred. |
|
Browser |
Text |
Browser type derived from the user agent string. Useful for identifying technical constraints or trends by platform. |
|
Device |
Text |
Device category (e.g., Desktop, Mobile, Tablet) as inferred from the user agent. Helps analyze engagement patterns by device. |
|
OS |
Text |
Operating system used during the visit, supporting segmentation by technology environment. |
|
Referring Domain |
Text |
The origin domain that referred the visitor (e.g., Google, newsletter). Helps evaluate traffic sources and attribution. |
Attribute Data
Dataset: PROD_BI.BI_XXX.BI_CDP_ATTRIBUTE
|
Column |
Type |
Description |
|---|---|---|
|
CUSTOMER_ID |
Integer |
Unique identifier for a customer in the Omeda database. |
|
CUSTOMER_BEHAVIOR_VISIT_ID |
Integer |
Unique identifier for a specific visit or interaction instance. |
|
BEHAVIOR_NAME |
Text |
The name of the Olytics-defined behavior triggered during the visit. |
|
VISIT_DATE |
Timestamp |
The timestamp when the visit occurred. |
|
ATTRIBUTE_TYPE_NAME |
Text |
The name of the behavioral or contextual attribute captured during the visit (e.g., Olytics Category, Olytics Tag). Used to enrich visit data with marketing, content, or audience metadata. |
|
ATTRIBUTE_VALUE_NAME |
Text |
The value associated with the captured attribute (e.g., article, organic, sports). |
AI Tagging Insights
The AI Tagging Insights page is built from one dataset of AI-Powered Content Tagging data.
Tag Table
Dataset: PROD_BI.BI_XXX.BI_TAG
|
Column |
Type |
Description |
|---|---|---|
|
CUSTOMER_ID |
Integer |
Unique identifier for a customer in the Omeda database. |
|
CONTENT_TYPE |
Text |
Indicates the source of the content tag interaction, such as "Email" (from campaign deployments) or "Web" (from tagged pages via CDP). |
|
CATEGORY_NAME |
Text |
The content tagging category that groups the tag under a shared dimension (e.g., Context, Tone, Industry, Job Title). These are the AI-defined dimensions generated during content analysis. |
|
TAG_NAME |
Text |
The specific tag value assigned within a category, for example "Casual" under Tone or "Healthcare" under Industry. |
|
ENGAGEMENT_NAME |
Text |
Qualitative measure reflecting the user's level of interaction with content carrying this tag. Represents how recently and frequently the tag has been engaged. |
|
AFFINITY_NAME |
Text |
Qualitative score of how strongly a user aligns with or prefers content associated with this tag, based on their behavior in the last 90 days. |
|
TAG_ENGAGEMENT_WEIGHT |
Fixed Decimal |
Quantitative score indicating the user's relative engagement intensity for the given tag. |
|
TAG_AFFINITY_WEIGHT |
Fixed Decimal |
Quantitative score showing the user's overall affinity for the tag over time. |
Calculated fields
|
Field |
Type |
Description |
|---|---|---|
|
TAG_TOTAL |
Integer |
Number of unique customers associated with each tag. |
Additional Resources
-
Building a Card
Create your own charts and tables from these datasets. -
Building a Dashboard
Create a dashboard, add cards, and arrange the layout. -
Using Essential Insights
Navigate, filter, export, and schedule the prebuilt Essential Insights pages.
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