You'll find comprehensive guides and documentation to help you start working with Narrator as quickly as possible. Let's jump right in!
⬠Go Back to Set Up Your Data System
Everything in Narrator is centered around a single customer. Every activity that you create will tie back to a customer identifier. This means that choosing the right value for your customer identifier is very important.
The customer identifier is the value that you assign to the customer column for all activities
Activity Transformation
The customer identifier that you use will be the same for every activity, so you'll want to choose something that is consistent across all of your data sources.
user_id
, anonymous_id
, cookie_id
, etc...Each customer needs to be uniquely identified to avoid creating duplication in datasets.
Consider using
Most data teams will use
- Email is a global and unique identifier
- Every system can eventually tie a person to an email
- Email is always consistent across your internal database, CRM system, email marketing tools, etc...
Questions to ask yourself
This is the entity to use as your customer
.
Every company is unique. Let's figure out the best customer identifier for you. Set up a quick meeting with our data team and we'll talk you through it.
Some companies might need more than one Activity Stream because they have two customers.
ex. Warby Parker / Casper / Keeps
Customer Identifier: Email Address
A single customer, a person (email) who received email
, purchased product
, started session
, ...
ex. WeWork, Reges, Cushman & Wakefield
Customer Identifier: Address
The customer is a property which can be represented globally as an address. A property acquired
, starts construction
, tenant moved in
, required repairs
, ...
ex. Marriott, Hilton
Customer Identifier: Email Address (Customer Activity Stream)
Customer Identifier: Address (Property Activity Stream)
Hospitality companies often have two customers. A person (email) who views listings
, books a room
, checks in
, signs up for membership
, etc. This is used to understand the demand and help drive more customers. On the supply side, you have a property (address), which gets rented
, listed on site
, reaches 100% capacity
, etc..
ex. Ogilvy, WPP, Publicis Groupe
Customer Identifier: Anonymous Cookie
For the advertising companies, we use the GA cookie. This is often saved on every page a user visits. A user may view an ad
, clicked on ad
, purchased a product
, etc..
ex. Salesforce, HubSpot, Slack
Customer Identifier: Email (User Activity Stream)
Customer Identifier: Company Domain (Company Activity Stream)
Slack has two core customers.:
signs up
, sends messages
, updates profile
, etc... pays bills
, limits users
, etc..ex. Amazon, Boxed, Rent the Runway
Customer Identifier: Email (User Activity Stream)
Customer Identifier: SKU (Product Activity Stream)
These companies have two customers:
purchases product
, views items
, signs_up
, ...ordered
, scanned in warehouse
, shipped to customer
, moved in warehouse
, etc..ex. Lyft, Bird, Jump
Customer Identifier: Email (User Activity Stream)
Customer Identifier: Vehicle (Vehicle Activity Stream)
They also have 2 customers:
opened app
, requested ride
, started ride
, ended ride
, paid bill
, ...deployed to streets
, started ride
, started charging
, fully charged
, depleted battery
, requested maintenance
, ...Q: What about the Drivers?
They are people and they can be passengers so they are in the same Activity Stream with the customer identifier as an email.
ex. Etsy, Ebay
Customer Identifier: Email (Buyer Activity Stream)
Customer Identifier: Shop Slug (Seller Activity Stream)
In a multi-sided platform you have sellers and buyers:
views items
, purchased product
, leaves a review
, product delivered
, ...lists an item
, item purchased
, received payout
, item viewed
, etc...ex. Verizon, Con Edison
Customer Identifier: Email Address (Customer Activity Stream)
Customer Identifier: Address (Property Activity Stream)
Utilities companies often have 2 customers.
started session
, views package
, installed unit
, etc. This is used to understand the demand and help drive more customers. scheduled service
, installed main unit
, repair requested
, etc..Narrator does not support bridging Activity Streams because each Activity Stream is from a single customer perspective. It is okay for you to create similar activities from another perspective in different activity streams.
For example Slack may have user_signed_up
as an activity in their Company Activity Stream. This allows them to ask questions about users signing up from a company perspective.
Every company is unique. Let's figure out the best customer identifier for you. Set up a quick meeting with our data team and we'll talk you through it.
⬠Go Back to Set Up Your Data System
Our data team is here to help! Here are a couple ways to get in touch...
š¬ Chat us from within Narrator
š Email us at [email protected]