Understanding Data Sources

When an element is added to a dashboard, you can select the data source you’d like to use to populate that element. You can choose from suggested data sources, select Elements to use another element on the page as your source, or choose Tables and Datasets, then Shared with me to use the Omeda provided data models.

Omeda Essential Data Sources

Email Performance Data Model

This data model includes the fields necessary to analyze email performance and deliverability data. The data model has two elements:

Email Data

Columns	Type	Description
Modal Id	Number	Unique ID linking a dashboard action with Audience Builder. Required to enable direct "Send to Audience Builder" from dashboards.
Modal Type	Text	A label defining the category of the modal interaction. Used to support "Send to Audience Builder" functionality in dashboards.
Communication Id	Number	Unique identifier for a single communication event (e.g., an individual email sent to one recipient).
Customer Id	Number	Unique identifier for a customer in the Omeda database.
Deployment Id	Number	Unique identifier for a specific deployment of an email.
Designation Name	Text	Indicates the purpose of the Deployment Type (e.g., newsletter, marketing, events, subscription, surveys)
Tracking Number	Text	External-facing identifier for an email deployment. Used in reporting and visible in Email Builder.
Email Address	Text	Recipient's email address associated with the deployment.
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 Id	Number	System ID used to map deployment types to a designation.
Sent Date Time	Date	Timestamp indicating when the deployment was sent.
Opened Count	Number	Total number of times a recipient opened a given communication.
Is Clicked	Logical	Indicates whether the recipient clicked any link in a given communication.
Is Unsubscribed	Logical	Indicates if the recipient unsubscribed from this deployment type via the communication.
Is Complaint	Logical	Indicates if the recipient marked the email as spam or blocked it via the communication.
Deployment Type Id	Number	Numeric ID corresponding to the deployment type.
Status	Number	Delivery status of the Communication
Sending Domain	Text	Domain used to send the email (e.g., "news.omeda.com"). Useful for deliverability analysis.
Is Bounce	Logical	Indicates whether the communication bounced.
Is Customer Active	Logical	Reflects if the customer is currently active in the database.
Sent Date	Date	Deployment date (without timestamp).
Email Domain	Text	The domain of an email recipient.
Email Domain Type	Text	Specifies whether an email domain indicates that the email address is a consumer email or a business email

Refresh Date

Columns	Type	Description
Data Refresh Date	Date	The date the dashboard data was last refreshed.

CDP Data Model

This data model includes the fields necessary to analyze web behaviors. The data model has several elements:

Table of Contents

User Agent Metadata

Columns	Type	Description
Customer Id	Number	Unique identifier for a customer in the Omeda database.
Customer Behavior Visit Id	Number	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	Date	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.
Modal Id	Number	Unique ID linking a dashboard action with Audience Builder. Required to enable direct "Send to Audience Builder" from dashboards.

UTM Parameter Values

Columns	Type	Description
Customer Id	Number	Unique identifier for a customer in the Omeda database.
Customer Behavior Visit Id	Number	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	Date	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.
Modal Id	Number	Unique ID linking a dashboard action with Audience Builder. Required to enable direct "Send to Audience Builder" from dashboards.

Page Engagement

Columns	Type	Description
Customer Id	Number	Unique identifier for a customer in the Omeda database.
Customer Behavior Visit Id	Number	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	Date	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.
Modal Id	Number	Unique ID linking a dashboard action with Audience Builder. Required to enable direct "Send to Audience Builder" from dashboards.

Attribute Data

Columns	Type	Description
Customer Id	Number	Unique identifier for a customer in the Omeda database.
Customer Behavior Visit Id	Number	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	Date	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).
Modal Id	Number	Unique ID linking a dashboard action with Audience Builder. Required to enable direct "Send to Audience Builder" from dashboards.

Refresh Date

Columns	Type	Description
Data Refresh Date	Date	The date the dashboard data was last refreshed.

Subscriptions Data Model

This data model includes the fields necessary to analyze magazine subscriptions. The data model has several elements:

Subscription Customer Data

Columns	Type	Description
Customer Id	Number	Unique identifier for a customer in the Omeda database.
Verification Date
Changed Date
Active Version
Payment Status
Quantity
Subscription Type
Renewal Code
Class Definition
Source
Payment Status Desc
Paid
Non Paid
Product

Renewal Data

Columns	Type	Description
Customer Id	Number	Unique identifier for a customer in the Omeda database.
Product
Active Version
Class Definition
Source
Group Category
Issue Name
Expire Issue
Expire Year
Base Total
Expiring Renewals
Expiring Adds
New Base Copies
New Renewed
New Not Renewed
Renew Base Copies
Renew Renewed
Renew Not Renewed

Demographic Data

Columns	Type	Description
Customer Id	Number	Unique identifier for a customer in the Omeda database.
Demographic Name
Demographic Value
Active Version
Product
Class Definition
Source

Account Data

Columns	Type	Description
Customer Id	Number	Unique identifier for a customer in the Omeda database.
Product
Active Version
Class Definition
Source
Earning Date
Amount
Issue Name
Earning Account