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Email Marketing Data Mart

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Email Marketing Data Mart

Over the last year, our team noticed a need for a solution that helped us scale our data requests and our lifecycle marketing tactics.

Enter the email marketing data mart (also known as Email Marketing Database), which integrates several disparate data sources to help us reach our users, customers, and prospects in a more intelligent and scalable way.

In partnership with enterprise applications and marketing teams, we have created a solution that will enable GitLab to more quickly communicate critical customer and user updates, understand the overlap between prospects and users, and enable us to market to them more efficiently.

The goal of this page:

README - TD: Email Marketing Database ERD - TD: Email Marketing Database










Getting Started

To get started we want to make sure you understand:

Key Terms, Key Fields, and Business Logic

Key Terms

Dimensions:

  • Sales Segment
  • Sales Region
  • Product Tier
  • Product Delivery
  • User Role
  • Subscription Start and End Dates
  • Trial Start and End Dates
Key Metrics, KPIs, and PIs

Facts:

  • Usage Ping
  • Days until trial ends
Key Fields and Business Logic
  • The grain of the Email Marketing Data Mart is one row per unique email address. There is a one to many relationship between each email address and different dimensions such as product tier, product delivery, and subscriptions. Therefore, in the Data Mart, we have used aggregation logic to create fields to describe the email addresses. For example, there are fields named group_owner_of_saas_premium_tier and group_owner_of_saas_ultimate_tier which are boolean fields. It is possible that a group owner could have a TRUE value for both of these fields if they are owners of both a Premium and Ultimate plan.

Understanding the Data Sources and Data Models


Data Sources:

Entity Relationship Diagram (ERD):

Data Lineage
Example Queries

Let's pull some email lists. You can use these queries in both Snowflkae and Sisense. 

--Pull ALL owners and individual namespaces for Paid SaaS Plans
SELECT DISTINCT 
  email_address
FROM "PREP"."SENSITIVE"."MART_MARKETING_CONTACT"
WHERE GROUP_OWNER_OF_SAAS_BRONZE_TIER = TRUE
  OR GROUP_OWNER_OF_SAAS_PREMIUM_TIER = TRUE
  OR GROUP_OWNER_OF_SAAS_ULTIMATE_TIER = TRUE
  OR INDIVIDUAL_NAMESPACE_IS_SAAS_BRONZE_TIER
  OR INDIVIDUAL_NAMESPACE_IS_SAAS_PREMIUM_TIER
  OR INDIVIDUAL_NAMESPACE_IS_SAAS_ULTIMATE_TIER


Adding new columns to DataMart and Pump to Marketo

The process to add fields to the DataMart and Pump is below. There are several teams and systems involved.

  1. Create an issue with Marketing Operations team to add a new field to Marketo (and SFDC, if applicable)
    • If field is existing, you can skip this step.
  2. Marketing Operations creates a changeset in SFDC marketing sandbox and creates an issue to deploy the changeset.
  3. Marketing Operations creates a new issue in Data Team project to add a column to the datamart.
  4. Data team triages and asks questions as neeeded.
    • If you have the reference SQL snippet, please add to the issue
  5. Data team creates an MR to build column in
  6. Data team creates an issue to build out the integration in Platypus from the Data Mart to Marketo.

Additional Resources

Trusted Data Solution

Coming Soon

EDM Enterprise Dimensional Model Validations

The (WIP) Enterprise Dimensional Model Validation Dashboard reports on latest Enterprise Dimensional model test and runs.

RAW Source Data Pipeline validations

Data Pipeline Health Validations

Data Security Classification

ORANGE

  • Description: Personal data at the row or record level. Given this, this data is masked in PROD.COMMON_MART_MARKETING, but is available in PREP.SENSITIVE. Customer Metadata (such as customer company name) is available in PROD.COMMON_MART_MARKETING
  • Objects:
    • PREP.SENSITIVE.DIM_MARKETING_CONTACT
    • PREP.SENSITIVE.MART_MARKETING_CONTACT
    • PROD.COMMON_MART_MARKETING.MART_CRM_TOUCHPOINT
    • PROD.COMMON_MART_MARKETING.MART_CRM_ATTRIBUTION_TOUCHPOINT
Solution Ownership
  • Source System Owner:
    • Salesforce: @jbrennan1
    • Zuora:
    • GitLab.com
    • Customers DB
    • Marketo: @amy.waller
  • Source System Subject Matter Expert:
    • Salesforce: @jbrennan1
    • Zuora:
    • GitLab.com
    • Customers DB
    • Marketo @amy.waller
  • Data Team Subject Matter Expert: @jeanpeguero @jjstark @iweeks
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