Global CDP는 각 레이어별로 하기와 같은 데이터를 보유/관리하고 있습니다.
- L1: 비즈니스 도메인
- L2: 고객 여정 단계
- L3: 소스 또는 주제 영역
- L4: 구체적 데이터셋
Data Classification (1/3)
Stage1: Profile → Awareness/Exploration
| Category_L1 | Category_L2 | Category_L3 | Category_L4 |
1.Customer Attribute
| 1.Profile
| Profile
| Demographic, Geographic (Name, Mobile Phone, Age, Address, etc.) |
| Consent information (consent to receive marketing, agreement to terms of use, consent to personal information processing, consent to cookies, etc.) | |||
| Online service Registration (LG.com Registration, ThinQ Registration, TV Registration) | |||
| System information (Customer ID, etc.) | |||
| 2.Customer Behavior | 2.Awareness /Exploration
| LG.com Web Behavior | LG.com Web Behavior_Product Detail Inquiry (PDP) |
| LG.com Web Behavior_Product List Inquiry (PLP) | |||
| LG.com Web Behavior_Click | |||
| LG.com Web Behavior_Home Screen | |||
| LG.com Web Behavior_Pageviews | |||
| LG.com Web Behavior_Funnel | |||
| LG.com Web Behavior_Search | |||
| LG.com Web Behavior_Product Comparison | |||
| LG.com Web Behavior_Support | |||
| LG.com Web Behavior_Promotion | |||
| Campaign Response | Campaign Response_SFMC Campaign | ||
| Campaign Response_SFMC CampaignContact_Master | |||
| Campaign Response_SFMC CampaignJourney_Master | |||
| Campaign Response_CDP Solution_Segment_SFMC | |||
| Campaign Response_CDP Solution_Segment_Adobe_Target | |||
| Campaign Response_CDP Solution_Segment_DV360 | |||
| Campaign Response_Campaign_Segment_Result |
Data Classification (2/3)
Stage2: Purchase → Usage
| Category_L1 | Category_L2 | Category_L3 | Category_L4 |
2.Customer Behavior
| 3.Purchase
| LG.com Web Behavior | LG.com Web Behavior_Product Purchase |
| LG.com Web Behavior_Payment | |||
| LG.com Web Behavior_Cart | |||
| LG.com Web Behavior_Purchase Bounce | |||
| e-commerce (OBS) | eCommerce(OBS)_Order/Payment | ||
| eCommerce(OBS)_Cart | |||
| eCommerce(OBS)_Coupon_Master (Coupon Name, Discount Rate, etc.) | |||
| Product Model | Product Model Review Information (Review Rate, Up/Down Status, etc.) | ||
| Product Model Unit Price Information | |||
| 4.Usage | T-LAMP
| T-LAMP_Smart TV Customer Information | |
| T-LAMP_Smart TV Customer_Product Information (TV Inch, UHD/OLED) | |||
| T-LAMP_Smart TV Customer_HomeConnect Information (Connecting Device(soundbar, etc.), Mobile Model) | |||
TDM
| TDM_ThinQ Usage_Device Information (Product registered on ThinQ (TV, air conditioning, washer, dryer, dishwasher, microwave, etc.)) | ||
| TDM_ThinQ Usage_ThinQ Access Information (Last access Time) | |||
| TDM_ThinQ Usage Information (Washer use mode, use time, etc.) | |||
| TDM_ThinQ Usage_Device Customer Mapping_Relationship | |||
| TDM_ThinQ Usage Home_Room Mapping_Relationship (Home ID, etc.) |
Data Classification (3/3)
Stage3: Maintenance/Replacement → Propensity
| Category_L1 | Category_L2 | Category_L3 | Category_L4 |
| 2.Customer Behavior | 5.Maintenance /Replacement | Customer Service | Customer Service (Product Ownership by Service Request, Purchase Date) |
| Customer Service_Repair (Repair Date, Repair Reason, etc.) | |||
| Customer Service_Warranty (Warranty availability, etc.) | |||
| Customer Service_VOC Consultation (VOC type, satisfaction flag) | |||
| Customer Service_Survey (Happy Call Info) | |||
| 6.Propensity | T-LAMP | TLAMP_Smart TV_Audience_Segment_Master (Interest/Affinity, Sports Fan, Music Fan, Heavy Streamers, etc.) | |
| 0.Common | 0.Master Data
| Product Model | LG.com Product Model SPEC_Master |
| LG.com Product Model_Master (LG.com display category, etc.) | |||
| LG.com Relationship between LG.com Model and Model Master (LG.com's Model_id vs. Model code) | |||
| Relationship between ThinQ Model and Model Master (ThinQ Model vs. Model code) | |||
| Product Model_Master (Product Level, Product Name, Model Name, etc.) | |||
| Store/Subsidiary | Store_Master (LG.com store, country) | ||
| Subsidiary_Master (Subsidiary, country, region) | |||
| Common Code | Common Code Information |