Marketing: it s the marketing portion of a CRM like Salesforce.com. This database comes with the following tables

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1 Database Structure This demo dataset is based in a CRM standard structure on a B2B company in the computer components and software development industry. It s a snapshot of that CRM on July 5th, 2013, and it is structured in this way: Marketing: it s the marketing portion of a CRM like Salesforce.com. This database comes with the following tables Campaign Members contains 937,008 rows, one for each touch between marketing campaigns and Leads or Contacts. Also stores response data of the campaign of each touch. It comes directly from the CRM. Campaigns Opportunities contains rows. This is a table that is derived from the CRM data. Each row contains the relationship between campaigns and opportunities in an influenced double criterion: o o Campaign had touched contacts that appear at the Opportunity Contact Role. Campaign had touched those contacts between 365 days before Opportunity creation and the Opportunity closing date. Campaigns - contains 2,631 rows of data. One for each marketing campaign planned or launched. Leads contains 353,726 rows of data. This table stores the information of the leads that the CRM has stored. Sales: it s the sales portion of a CRM like Salesforce.com. This database comes with the following tables Accounts contains 6,967 rows of data, one for each account existing in the CRM. Contacts contains 52,624 rows of data, one for each contact of accounts existing in the CRM. Opportunities contains 29,004 records. Describes the present snapshot of the Opportunities stored in the CRM. Opportunity Contact Role contains 8,074 rows. This table links the contacts of the accounts that are related with one opportunity. This data is directly fetched from the CRM. Opportunity History contains 99,452 rows. Describes the changes done to the total amount or the stage of a certain This data is coming directly from the CRM. Opportunity Product contains 35,463 records. Shows the detail of the products and their quantities to be acquired by a certain account in the opportunity. Price Book Entry contains 2,651 rows, each of them links a product with a Price Book and, consequently, it gets a sales price. This data is stored in the CRM. Price Books contains 3 rows, each of them describes the information of a Price Book. Products contains 1,032 rows. Each row describes a product from the company to be sold. This data is stored in the CRM. Tasks Opportunities contains 26,564 records, one record per call, meeting, or any other task related to an This table is derived from a bigger task table coming from the CRM. Users contains 928 rows, one per CRM user. Date: Page 1 of 12

2 And the relationship among these tables is shown on attached diagram: Tasks Opportunity Sales Opportunity History Users Opportunities Opportunity Product PriceBook Entry PriceBook Accounts Opportunity Contact Role Products Contacts Campaigns Opportunities Campaigns Leads Campaign Member Marketing Date: Page 2 of 12

3 Marketing database field structure We have the following fields loaded in the Marketing CRM database (those ones marked with (*) are coming from engineering and not from CRM): Campaign Members: this table contents the links between campaigns and leads or contacts and has the following fields: Campaign ID unique identification string of the campaign. CampaignMember ID unique identification string of the campaign member element. Contact ID unique identification string of the contact touched by the campaign (if this value is not null, then Lead ID had to be null, and in reverse). Create Date date of the creation of the row. First Responded Date date of the first response to that campaign. Lead ID name of day on which the purchase is made. Responded with values of true or false, in case the lead or contact had responded to the campaign. Status status of the touch of the campaign over the lead or contact. Campaigns Opportunities (*): this table connects the campaigns and the opportunities in their tables relationship and a temporal influence window between them. It has the following fields: Campaign ID (*) unique identification string of the campaign. Campaign Name (*) name of the marketing campaign. Opportunity Amount (*) total amount of the opportunity. Opportunity Amount By Influencer Campaign (*) total amount of the opportunity divided by the number of influencer campaigns (used in ROI calculations). Opportunity Close Date (*) close date of the opportunity (expected in case is not closed yet). Opportunity ID (*) unique identification string of the opportunity. Opportunity Name (*) name of the opportunity. Opportunity Stage (*) stage of the opportunity. Campaigns: this table contains the information of the marketing campaigns. It has the following fields: Active true or false values, describing if this campaign is active. Actual Cost actual cost of the marketing campaign. Campaign ID unique identification string of the campaign. Conversion To Lead Rate (*) percentage of rate of the lead conversion over the total leads contacted. Conversion To Lead Rate Decile (*) deciles of the percentage of rate of the lead conversion over the total leads contacted. Conversion To Lead Rate Real (*) real value of rate of the lead conversion over the total leads contacted. Converted Leads total number of converted leads. End Date date of the ending of the campaign. Expected Response value of total responses expected with that campaign. Expected Revenue value of total amount expected from opportunities influenced by that campaign. Last Activity date of the last activity associated with that campaign. Name name of the marketing campaign. Num Sent measure of the total number of communications sent during a campaign. Num Total Opportunities total number of opportunities influenced by a campaign. Num Won Opportunities total number of won opportunities influenced by a campaign. Opportunity Generation Rate (*) percentage of rate of the total number of influenced opportunities over the total number of responses of the campaign. Date: Page 3 of 12

4 Opportunity Generation Rate Decile (*) decile of the percentage of rate of the total number of influenced opportunities over the total number of responses of the campaign. Opportunity Generation Rate Real (*) rate of the total number of influenced opportunities over the total number of responses of the campaign. Owner ID unique identification string of a user that owns that campaign. Owner Name (*) name of the owner of the campaign, coming from Users table. Owner Title (*) title of the owner of the campaign, coming from Users table. Parent Campaign ID unique identification string of the parent campaign of the present campaign. Product product in which the campaign is focusing. Start Date date in which starts the campaign. Status status of the campaign (planned, aborted, ongoing, completed). Total Contacts total number of contacts touched by the campaign (includes the touched converted leads to contact). Total Leads total number of leads touched by the campaign. Total Responses total number of responses received by the leads/contacts touched by the campaign. Total Value Opportunities total value of the amount of opportunities influenced by the campaign. Total Value Won Opportunities total value of the amount of won opportunities influenced by the campaign. Total Won Revenue Distributed (*) total value of the amount that has been distributed by influencer campaigns of won opportunities influenced by the campaign. Type type of the campaign. Volume And Profit Cluster (*) column generated through a clustering prebuilt analysis that classifies the campaigns by their volume of contacted and the revenue generated. Volume And Profit Cluster Decode (*) decode of the column generated through a clustering prebuilt analysis (losers, loss leaders, winners, niche premium). Won Opportunity Ratio (*) percentage of rate of the total number of won influenced opportunities over the total number of influenced opportunities by a campaign. Won Opportunity Ratio Decile (*) decile of percentage of rate of the total number of won influenced opportunities over the total number of influenced opportunities by a campaign. Won Opportunity Ratio Real (*) rate of the total number of won influenced opportunities over the total number of influenced opportunities by a campaign. Leads: this table contains the information of the leads that are registered in the CRM. It has the following fields: Annual Revenue annual revenue of the company of the lead. City city of the lead s company. Company name of the lead s company. Converted Account ID unique identification string of the Account derived from a lead conversion. Converted Contact ID unique identification string of the Contact derived from a lead conversion. Converted Date date when lead was converted to a contact. Converted Opportunity ID unique identification string of the Opportunity derived from a lead conversion. Converted true or false values, in case lead had been converted to a contact (and an account and/or opportunity). Country country of the lead s company. Days To Conversion days from date first campaign response to date of conversion. Bounced Date date of the last bounce. Bounced Reason server reason of the bounce. Date: Page 4 of 12

5 lead s contact . Employees total number of employees of the lead s company First Name first name of the lead. Full Name full name of the lead. Industry industry of the lead s company. Last Activity date of the last activity associated with that lead. Last Name last name of the lead. Lead First Response (*) date of the first response to a campaign of the lead. Lead ID unique identification string of the lead. Lead Qualification qualification of the lead. Lead Source source from which the lead was obtained. Mobile Phone lead s mobile phone. Owner ID unique identification string of a user that owns that lead. Owner Name (*) name of the owner of the lead, Owner Title (*) title of the owner of the lead. Phone phone number of the lead. Postal Code postal code of the address of the lead. Province province of the address of the lead. Rating postal code of the address of the lead. Salutation salutation expression when addressing the lead. Status status of the lead using CRM classifications. Street street of the address of the lead. Title job title of the lead. US State Code (*) code to distribute in a US states SVG map lead s data. Unread by Owner it s true until the Lead Owner views Lead data in the CRM. Website URL of the lead s company website. Date: Page 5 of 12

6 Sales database field structure We have the following fields loaded in the Sale CRM database (those ones marked with (*) are coming from engineering and not from CRM): Accounts: this table contents all the data related to the Accounts of the company: Account Age (*) days old of the Account. Account ID unique ID of an Account. Account Name name of the company of the Account. Account Number tracking number for an Account. Account Phone phone number of the company of the Account. Account Source origin of the data of the Account. Account Type type of the Account. Annual Revenue annual revenue of the company. Annual Revenue Decile (*) decile of the annual revenue of the company. Annual Revenue Quartile (*) quartile of the annual revenue of the company. Billing City city of the billing address of the company. Billing Country country of the billing address of the company. Billing Postal Code postal code of the billing address of the company. Billing Province province of the billing address of the company. Billing Street street of the billing address of the company. Days From Last Activity (*) count of the days from last activity. Days From Last Opportunity Won (*) count of the days from last opportunity won. Employees total number of employees of the company. Employees Decile (*) decile of the total number of employees of the company. Employees Quartile (*) quartile of the total number of employees of the company. Fax fax number of the Account. First Activity Date (*) date of the first activity of the account. First Activity Date AllMonths (*) months and year of the date of the first activity of the account. First Activity Date AllQuarters (*) quarters and year of the date of the first activity of the account. Industry industry where this company is classified. Last Activity date of the last activity of the account. Last Opportunity Won Date (*) date of the closing of the last opportunity won. Loyal Or Churn (*) results of applying the churn model created with a decision tree in the prebuilt analysis folder of churn analysis. Marketing Contact Frequency (*) yearly frequency of touches done by marketing team to the account. Marketing Contact Frequency Quartile (*) quartile of the yearly frequency of touches done by marketing team to the account.. Owner ID unique identifier of the owner of the account. Owner Name (*) name of the owner of the account. Owner Title (*) job title of the owner of the account. Parent Account ID identifier of the parent account. Product G Cross-Selling Opportunity (*) result of applying the cross-selling model trained in the prebuilt analysis of Cross-selling opportunities. Purchase Frequency Quartile (*) quartile of quarterly frequency of purchases. Purchase Frequency by quarters (*) quarterly frequency of purchases. Region (*) annual revenue of the company. Shipping City city of the billing address of the company. Shipping Country country of the billing address of the company. Shipping Postal Code postal code of the billing address of the company. Shipping Province province of the billing address of the company. Shipping Street street of the billing address of the company. Times Marketing Contacted (*) count of total number of marketing contacts. Total Closed And Won Opportunities (*) count of the total number of closed and won opportunities of this account. Total Opportunities (*) count of the total number of opportunities of this account. Total Revenue From Account (*) sum of all the total revenue coming from this account. Date: Page 6 of 12

7 Total Revenue From Account Decile (*) decile of sum of all the total revenue coming from this account. Total Revenue From Account Quartile (*) quartile of sum of all the total revenue coming from this account. US State Code (*) to distribute in a US states SVG map account s data. Website URL of the account s company website. Contacts: this table contents all the data related to the Contacts of the Accounts of the company: Account ID identifier of the Account where this contact belongs. Assistant Name name of the assistant of the Contact. Assistant Phone phone number of the assistant of the Contact. Birthdate date of birth of the Contact. Business Fax number of business fax of the Contact. Business Phone number of business phone of the Contact. Contact ID unique ID of a Contact. Department name of the company department where the Contacts belongs. of the Contact Opt Out boolean field used to exclude marked contacts from mass . BouncedDate date of the last bounce received from the . BouncedReason reason logged from the last bounce received from the . First Name first name of the Contact Full Name full name of the Contact Has Marketing Opportunities (*) boolean field calculated that shows if this contact has opportunities that had been influenced by marketing campaigns. Home Phone home phone number of the Contact. Last Activity date of the last activity done with the Contact. Last Name last name of the Contact. Last Stay-in-Touch Request Date date of the last Stay-in-Touch Request sent to the Contact. Last Stay-in-Touch Save Date date of the last Stay-in-Touch save action done. Lead Source origin of the Contact (previously, lead). Mailing City city of the mailing address of the Contact. Mailing Country country of the mailing address of the Contact. Mailing Postal Code postal code of the mailing address of the Contact. Mailing State state of the mailing address of the Contact. Mailing Street street of the mailing address of the Contact. Marketing Opportunities (*) total number of Opportunities influenced by marketing campaigns where the Contact has been involved. Mobile Phone mobile phone number of the Contact. Other City city of an alternate address of the Contact. Other Country country of an alternate address of the Contact. Other Phone phone of an alternate address of the Contact. Other Postal Code postal code of an alternate address of the Contact. Other State state of an alternate address of the Contact. Other Street street of an alternate address of the Contact. Owner ID identifier of the Owner of the Contact Owner Name (*) name of the Owner of the Contact. Owner Title (*) job title of the Owner of the Contact. Salutation salutation expression when addressing the Contact. TimesContacted (*) count of the total times that this Contact has been contacted. Title job title of the Contact. Opportunities: this table contents all the data related to the Opportunities of the company: Account Annual Revenue Quartile (*) quartile of the annual revenue of the company of the Account Employees Quartile (*) quartile of the number of employees of the company of the Account ID identifier of the Account where this opportunity belongs. Account Industry (*) industry of the company of the Account Name (*) name of the company of the Date: Page 7 of 12

8 Account Source (*) source of the company of the Account Type (*) type of the company of the Age (*) days old of the Amount total monetary amount of the Amount Decile (*) decile of the total monetary amount of the Amount Quartile (*) quartile of total monetary amount of the Opportunity Campaign ID identifier of the Campaign that influenced this opportunity, in this demo dataset, this is driven by Campaign Opportunities table, because exists several campaigns influencing a single Close Date date of closing of the Close Date AllMonths (*) month and year of the date of closing of the Close Date AllQuarters (*) quarter and year of the date of closing of the Close Date Month (*) month of the date of closing of the Close Date Year (*) year of the date of closing of the Closed boolean that informs of the status of the Opportunity: closed or not. ContactedDecisionMaker (*) boolean that informs if a decision maker had been contacted in this Created By ID identifier of the user that created this Created By Name (*) name of the user that created this Created By Title (*) job title of the user that created this Created Date (*) date of creation of the Created Date AllMonths (*) month and year of the date of creation of the Created Date AllQuarters (*) quarter and year of the date of creation of the Created Date Month (*) month of the date of creation of the Created Date Year (*) year of the date of creation of the Created DateTime date and time of creation of the Days Last Activity (*) count of the days from the last activity of the Days Old (*) days old of the Opportunity since it was created. Days Old Range (*) numeric range of the days old of the Days To Close (*) remaining days to close the Days To Close Quartile (*) quartile of the remaining days to close the Effective Last Date effective last date of modifications in the Effective Last Date AllMonths (*) month and year of the effective last date of modifications in the Effective Last Date AllQuarters (*) quarter and year of the effective last date of modifications in the Effective Last Date Day (*) day of the effective last date of modifications in the Effective Last Date Quarter (*) quarter of the effective last date of modifications in the Effective Last Date Year (*) year of the effective last date of modifications in the First Activity date of the first activity in the First Activity AllMonths (*) month and year of the date of the first activity in the First Activity AllQuarters (*) quarter and year of the date of the first activity in the First Activity Quarter (*) quarter of the date of the first activity in the First Activity Year (*) year of the date of the first activity in the Fiscal Period fiscal period when the Opportunity is going to close or has closed. Fiscal Quarter quarter of the fiscal period when the Opportunity is going to close or has closed. Fiscal Year year of the fiscal period when the Opportunity is going to close or has closed.. Forecast Category first level forecast category of the current stage of the Forecast Category2 second level forecast category of the current stage of the Has Line Item boolean field that informs if the Opportunity has a detailed list of products in Opportunity Product. HasDiscounts (*) boolean field that informs if the Opportunity has any discount in the detailed list of products in Opportunity Product. HasDiscounts Decode (*) decode of the boolean field that informs if the Opportunity has any discount in the detailed list of products in Opportunity Product. Date: Page 8 of 12

9 IsLastOpportunityLost (*) boolean field that defines if an Opportunity is the last one lost from a certain Account. Last Modified By ID identifier of the last user that modified the Last Modified By Name (*) name of the last user that modified the Last Modified By Title (*) job title of the last user that modified the Last Modified Date (*) date of the last modification done in the Last Modified DateTime date and time of the last modification done in the Lead Source origin of the Account of the Name name of the Next Step text describing the next task in closing Opportunity By Account Rank Asc (*) time ascendant ranking of Opportunities by account. Opportunity By Account Rank Desc (*) time descendant ranking of Opportunities by account. Opportunity ID unique identifier of the Opportunity Prediction (*) result of the predefined analysis used to predict if open opportunity is going to be won or lost. Opportunity Type type of Opportunity Won By Account Rank Asc (*) time ascendant ranking of won Opportunities by account. Opportunity Won By Account Rank Desc (*) time descendant ranking of won Opportunities by account. Owner ID identifier of the owner of the Owner Name (*) name of the owner of the Owner Title (*) job title of the owner of the Price Book ID identifier of the Price Book that is used for the prices of the products in this Probability (%) fixed probability of closing and wining an Opportunity provided by the CRM using its stage as guide. Probability Ranges (*) numeric ranges of the probability of closing and wining an Stage name of the stage where the Opportunity is, as defined in the CRM. Total Contacted (*) total count of contacts in the Opportunity Contact Role table associated to this Total Influencer Campaigns (*) total count of influencer campaigns of this Total Tasks Calls (*) total number of calls done in this Total Tasks Calls Quartile (*) quartile of the total number of calls done in this Total Tasks s (*) total number of s sent in this Total Tasks s Quartile (*) quartile of the total number of s sent in this Total Tasks Meetings (*) total number of meetings done in this Total Tasks Meetings Quartile (*) quartile of the total number of meetings done in this Total Tasks Presentations (*) total number of presentations done in this Total Tasks Presentations Quartile (*) quartile of the total number of presentations done in this Upsell To F Product (*) result of the up-sell analysis of F family products included as prebuilt analysis in this demo dataset. Won boolean field that informs if the Opportunity is won or lost. Won Revenue By Campaign (*) rate of the revenue won divided by influenced campaign. Opportunity Contact Role: this table contents the connections between Contacts from an Account and its Opportunities: Contact ID identifier of the Contact that plays a role in the Contact Role ID unique identifier of the Contact Role. IsDecisionMaker (*) boolean field that informs if this Contact had been classified as a Decision Maker or not in this Opportunity ID identifier of the Opportunity where this contact roles belong. Primary boolean field that informs if that Contact has a Primary Role in the Date: Page 9 of 12

10 Role type of the role of the Contact. Opportunity History: this table contents the changes done in certain values of the Opportunity: amount, closing date and stage: Amount amount of the opportunity at the moment of the modification of stage, closing date or amount of the Close Date close date of the opportunity at the moment of the modification of stage, closing date or amount of the Created By ID identifier of the User that made the modification of the Created By Name (*) name of the User that made the modification of the Created By Title (*) job title of the User that made the modification of the Created Date (*) date when was made the modification of the Created Date Day (*) day when was made the modification of the Created Date AllMonths (*) month and year when was made the modification of the Created Date AllQuarters (*) quarter and year when was made the modification of the Created Date Year (*) year when was made the modification of the Created DateTime date and time when was made the modification of the Opportunity Effective Date (*) date when was effective the modification of the Expected Revenue prediction of the expected revenue from the Opportunity at the moment of the modification. Next Created Date (*) date of the next modification done in the Next Stage Name (*) stage of the next modification done in the Opportunity History ID unique identifier of the modification of the Opportunity ID identifier of the Opportunity that has a change in its amount, closing date or stage. Position From First Stage Name rank of this modification in all the history of changes of an Opportunity ordered by ascendant time from the first modification. Position From Last Stage Name rank of this modification in all the history of changes of an Opportunity ordered by descendent time from the last modification. Probability probability associated with the Opportunity stage at the moment of the modification. Stage Duration (*) days from the creation date of this modification to the next one. Stage Name name of the stage at the moment of the modification. To ForecastCategory change to a level forecast category of the current stage of the Opportunity Product: this table contents line items of a certain Created By ID identifier of the User that created that new line in the detail of an Created By Name (*) name of the User that created that new line in the detail of an. Created By Title (*) job title of the User that created that new line in the detail of an. Created DateTime date and time when was created that new line in the detail of an IsDiscount (*) boolean filed that informs if this detail line of the Opportunity is a discount. Last Modified By ID identifier of the last User that modified that line in the detail of an Last Modified DateTime last date and time when that line in the detail of an Opportunity was modified. Line Description description of this detail line of the Line Item ID unique identifier of the detail line of an opportunity. List Price of the detail line based in a Price Book Entry Opportunity ID identifier of the Opportunity where this detail line belongs Price Book Entry ID identifier of the Price Book Entry of this product and its price. Product Family (*) family name of the product in the detail line. Product Name (*) name of the product in the detail line. Date: Page 10 of 12

11 Quantity number of units of the product in the detail line Sales Price sales price of a unit of the product in the detail line. Service Date date when the product revenue will be recognized and the product quantity will be shipped to the customer. Sort Order order of the distinct lines or products selected by the user Total Discounted Price result of sales price multiplied by quantity to get the total sum of the line with discounts Total Price result of sales price multiplied by quantity to get the total sum of the line without discounts Price Book Entry: this table contents the relationship between the products and their prices as they evolve. Active boolean field that informs if a price book entry is active or not. Created By ID identifier of the User that created that new price book entry. Created By Name (*) name of the User that created that new price book entry. Created By Title (*) job title of the User that created that new price book entry. Created DateTime date and time when was created that new price book entry Last Modified By ID identifier of the last User that modified that price book entry. Last Modified By Name (*) name of the last User that modified that price book entry. Last Modified By Title (*) job title of the last User that modified that price book entry. Last Modified By DateTime last date and time when that price book entry was modified. List Price price of the product in this entry. Price Book Entry ID unique identifier of the Price Book Entry. Price Book ID identifier of the Price Book ID where this Price Book Entry belongs. Product Code code of the product in the price book entry. Product Family family name of the product in the price book entry. Product ID identifier of the product in the price book entry. Product Name name of the product in the price book entry. Use Standard Price boolean field that informs if this price use an standard price. Price Books: this table contents the data of the Price Books of the products. Description description of the Price Book. Price Book ID unique identifier of the Price Book. Price Book Name name of the Price Book. Products: this table contents the data of the Products. Active boolean field that informs if that product is active or not. Created By ID identifier of the User that created that product. Created By Name (*) name of the User that created that product. Created By Title (*) job title of the User that created that product. Created DateTime date and time of creation of this product. Last Modified By ID identifier of the last User that modified that product. Last Modified By Name (*) name of the last User that modified that product. Last Modified By Title (*) job title of the last User that modified that product. Last Modified By DateTime date and time of the last modification done in the product. Product Code code of the product. Product Family family of the product. Product ID unique identifier of the product. Product Name name of the product. Tasks Opportunities: this table contents the data of the Tasks related to opportunities. Account ID identifier of the Account where this task belongs. Activity ID unique identifier of the Activity. Archived boolean field that informs if a task had been archived or not. Assigned To ID identifier of the User who has been assigned to this task. Assigned To Name (*) name of the User who has been assigned to this task. Assigned To Title (*) job title of the User who has been assigned to this task. Date: Page 11 of 12

12 Call Duration time in seconds of the duration of a call. Call Object Identifier identifier of the object of the call. Call Result result of the call. Call Type type of the call. Closed boolean field that informs if a task is closed. Contact Lead ID identifier of the Contact or Lead object of the task. Created By ID identifier of the User that created that task. Created By Name (*) name of the User that created that task. Created By Title (*) job title of the User that created that task. Created Date date of the creation of the task. Due Date Only due date where the task is going to be executed. IsRecurrence boolean field to inform if the task is recurrent. Last Modified By ID identifier of the User that made the last modification in that task. Last Modified By Name (*) name of the User that made the last modification in that task. Last Modified By Title (*) job title of the User that made the last modification in that task. Last Modified Date date of the last modification in the task. Opportunity Account ID identifier of the Opportunity and Account where the task is associated. Priority level of priority of this task. Recurrence Instance number of the recurrence of the task. Recurrence Type type of the recurrence of the task. Status status of the task. Subject subject of the task. Type type of the task. Users: this table contents the data of the Users of the CRM. Full Name full name of the CRM user. Title job title of the CRM user. User ID unique identifier of the CRM user. Date: Page 12 of 12