ARTS OPERATIONAL DATA MODEL VERSION 7 AND DATA WAREHOUSE MODEL VERSION 3 TECHNICAL BRIEFING. June 9, 2014 London

ARTS OPERATIONAL DATA MODEL VERSION 7 AND DATA WAREHOUSE MODEL VERSION 3 TECHNICAL BRIEFING June 9, 2014 London

2 Presentation Outline Introduction to ARTS Data Models What s New ARTS Operational Data Model Version 7 ARTS Data Warehouse Version 3 Questions & Discussion

ARTS Data Models Relational Operational Data Model Persistent data store for transactional processing and operational reporting Relational Data Warehouse Model Persistent data store for predefined and ad-hoc analysis and decision support reporting XML Schema-based Data Model Message-based data structures for moving data between retail business processes

Conceptual Basis for Integrating ARTS Data Models Retail Business Principles & Concepts Retail Business Rules Retail Controlled Vocabulary & Taxonomy Common Retail Semantic Foundation ARTS Operational Data Model ARTS XML Schemas ARTS Data Warehouse Model Relational Hierarchical Relational

Different Scenarios For Using ARTS Data Models ARTS DW V3 Non-ARTS Data Warehouse ARTS DW V3 ARTS DW V3 Non-ARTS queries, views and functions Non-ARTS queries, views and functions ARTS ETL queries, views and functions ARTS ETL queries, views and functions Non ARTS ODS ART ODM V7 (ODS) ART ODM V7 (ODS) ART ODM V7 (ODS) ARTS XML ARTS XML Schemas provide a starting point for retailers to create canonical data model and related services Legacy to ETL services Legacy to ETL services Legacy to ETL services Legacy XML mapping services Legacy Data Legacy Data Legacy Data Legacy Data

Two Complementary Relational Models Operational Data Model Supports retail business day to day operation Transactional data model 3 rd Normal Form relational data model Covers basic retail business functions Provides transactional and master data source for data warehouse facts and dimensions Data Warehouse Model Supports sales and inventory reporting and analytics Decision support data model Dimensional data model built from ARTS Operational Data Model Deep Dive

What is new in ARTS ODM V7? Supports consumer-customer journey (lifecycle) Data to support customer behavioral analysis Expands customer descriptive attributes Demographic characteristics Psychographic characteristics Geographic characteristics Interests and activities New reference data Weather Currency Geolocation Channels Builds behavioral customer attributes to support anonymous customer Revised treatment of party subtyping

Understanding The Consumer/ Journey Consumer A person or organization this is or may be a purchaser of goods and services from the retailer. A represents one of several consumer states that make up a consumer life cycle Prospect Visitor Shopper Inactive Undifferentiated population Ex-customer

Consumer Lifetime Story Generic Retail Consumer- Portfolio - Life Cycle Context Model Reviews, opinions, rumors, etc. Phase 3 Influencers Reviews, opinions, rumors, etc. Population Sentiment about retailer Phase 1 Aware of retailer Prospect Walk in or land on page Visitor Stop/Hold Impression Shopper Select & Settle Advertising, promotions, special events customer correspondence, ongoing customer services and other retailer directed conversations with consumers Attrition Reactivate & Recover Acquisition & Retention Funnel Population Prospects Visitor Shopper Inactive Conversion Retailer Conversion Initiatives The red arrows represent CONVERSION EVENTS and mark the state transition of individuals and organizations as they progress from being part of an undifferenitated popoulation to being CUSTOMERS. The funnel graphically illustrates the notion of CONVERSION YIELD. Inactive s Attrition Ex s

10 ARTS Sample Consumer- States Within Each Relationship Stage New Acquisition Retention & Cultivation Platinum Gold Recovery Prospect Visitor Shopper New Silver Copper Inactive Ex-customer Iron Lead Deep Dive

Understanding Behavior

12 HIGH Low Fidelity of Behavioral Information by Source Direct observation (with context) Person to person conversation with customer during shopping experience Transactional Information Tells you what customers do at conclusion of shopping experience Reflects actual purchases/returns/cancellations/adjustments Log of outcomes Interaction Journals Video analytics Clickstream analysis Call center logs Direct Conversation and interaction Tells you what customers say to you (and what you say to them) Reflects customer intent Indirect Conversation Tells you what customers say ABOUT you Reflects customer sentiment (based on hear-say) Unobserved/recorded actions and conversations Silence ARTS 7.0 ODM ARTS DW V 3 XML Schema

Behavioral Analysis Doing: Segmentation Based on Behavior Quantitative Analysis Retail TransactionBehavior Observations What? (Products & Services) How? (channels, tender type)) Market Basket Analysis Price Elasticity & Promotional Patterns product affinity price sensitivity ARTS ODM 7.0 Retail Transaction & Master Data Order Where (business units) When (week days, olidays,customer occasions) Who (customer, worker, anonymous) Why? (customer occasions, customer asset, RETAILER PROMOTIONAL INITIATIVES) Order Behavior Observations Brand Affinity Transaction Magnitude (line item, quantity, value) Shopping Context (channel, location, time, weather) "fashionality" magnitude transaction milieu Derive patterns & pattern criteria and assign name Persona Web Clickstream Web Interaction Behavior Observations And more... Indirect Conversations Tweets, Facebook, etc Posts Topics, sentiment observations Future ARTS DW Releases

14 Consumer- Lifecycle Measurement & Characterization Consumer- Lifecycle Measurement & Characterization Independent Variables that influence customer behavior Demographic Characteristics Demographic Segments Retailer initatives to increase net profitability Dependent Variables that reflect the results of customer behavior Merchandise Category Brands Channels (where, when media for shopping) Geographic Characteristics Behavior purchase Promotion/Price condition Geographic Segments Occasion Psychographic Characteristics Psychographic Segments Consumer-customer Lifecycle Measurement & Characterization Relative Value to the Retailer A Transaction volume, sizing and value Shopping frequency & recency Behavioral Segments

Understanding Behavior: Analytic Context Historical Reporting Analytic Information What? Information Who? What? Who? Information Where? FACT When? Where? What? FACT Who? When? How? Why? Where? How? FACT When? Why? Data Warehouse Applied Methods to Classify, cluster, Measure proximity And derive patterns Patterns of Behavior Optimization Product Price Promotion Place How? Why? Relationship Where? What? How? Information FACT Who? Why? When? Applied Non-causal, causal and judgment Based forecasting methods Forecasted Activity Predictive Modeling Probability of satisfying profitability objectives

Independent Characteristics

Sample Independent Characteristics & Segmentation Deep Dive

Reference Data Revisions Weather Currency Geolocation hierarchy Channels Deep Dive

ARTS Data Warehouse Model Version 3

ARTS Data Warehouse Inventory Data Mart & Sales Data Mart & Household Dimensions Promotion Dimension Tables SalesReturnFact TenderFact LoyaltyProgr amfact SamplePurchasedCreditD ebitcardspenddata Business Unit/Location Dimension Tables Time Dimension Tables Item Dimension Tables InventoryFact The intermediate data aggregation and summarization discussion applies to the specification, designa and implementation of the queries and resultant stored summary data (data cubes or simply cubes). Channel Dimension Tables & Sales Data Mart Stored Data Summaries (Cubes) Inventory Data Mart Stored Data Summaries (Cubes) Cube A Cube C Cube D Cube B Cube E Performance Measures & KPIs Portfolio of Performance Measures and KPI's that consume summarized and detailed data. The peformance measures may, with appropriate care combine inventory and customer-sales data cubes.

ARTS Sales Data Mart & Household Dimensional Tables Dimension Geolocation "Outrigger" Dimensional Tables GeolocationHierarchyDimension HouseholdDimension GeolocationDimension BusinessUnitGeolocationDimension HouseholdContactDimension LoyaltyProgramDimension Business Unit/Location Dimension Tables BusinessUnitGroupHierarchyDimension BusinessUnitDimension LocationDimension Time Dimension Tables CalendarPeriodHierarchyDimension Promotion Dimension Table RetailTransasctionLineItemCalendarPeriodAssociation ReportingPeriodDimension PromotionDimension RetailTransactionLineItemReportingPeriodAssociation Item Dimension Tables ItemDimension Sales Fact Tables SamplePurchasedCreditDebitCardSpendData SalesReturnFact LoyaltyProgramFact ApparelStockItemDimension TenderFact MerchandiseHierarchyDimension Channel Dimension Table ChannelDimension

ARTS Inventory Data Mart Business Unit/Location Dimension Tables BusinessUnitGroupHierarchyDimension BusinessUnitDimension LocationDimension Dimensions for inventory state (condition) and Revenue Cost Center brought over directly from ODM. InventoryState RevenueCostCenter Time Dimension Table ReportingPeriod Item Dimension Tables ItemDimension Inventory Fact Table ApparelStockItemDimension InventoryFact MerchandiseHierarchyDimension

ARTS DWM Includes Sample KPIs Sample Measure 1: Reporting Period Average Transaction Value Per Business Unit Sample Performance Measure Specification Measure Name: Average Transaction Value Per Business Unit for a Reporting Period (sample measure 1) Business Definition & Description Goal Grow average customer sales per business unit Question What is the average value of customer purchase by business unit for a reporting period? Description Average value of each customer s purchases by business unit (store) for a reporting period Subject Spreadsheet Ref. Line 10 Observable Sales/Returns Facts/Phenomena Dimensions Reporting Period Business Unit Transaction Derivation/Formula Sum NetSales grouping by, Business unit and Period / Retail Transaction Count grouping by, Output/Result Link to Technical Specification Business Unit and Reporting Period Monetary Value #AvgTrxValPerBusUnitRptPer Sample SQL query to derive the KPI ARTS Data Warehouse V3 Dim Model 3 of 3

Questions & Discussion Contact Information: Tom Sterling Email: tster9306@verizon.net Phone: (717) 608-8035

DEEP DIVE SECTIONS Optional sequences of slides used to go into detail about topics introduced in the higher-level presentation

Defining Semantics A is: An individual or organization (i.e. a Party) that assumes a role (PartyRoleAssignment) of a Consumer with respect to the retail enterprise Who purchases a product or service (exhibited behavior ConsumerConversionState) Person Organization Party is inv olv ed in Party Ty pecode may be a PartyRoleAssignment distinguishes role of may be Consumer is in a state defined by ConsumerConversionState defines condition for

State View (Logical 10412) RelationshipStage LocationLevel desired outcome for defines target of ConversionState defines status of contains Site is located at BusinessUnitSite BusinessUnit contains TypeCode SellingLocation is div ided into Party is in contex t of ConversionGoal may be a defines defines success criteria for is inv olv ed in Location PartyRole is desired outcome from describes WebConversionGoal defines post condition of has parent FunctionCode ConversionBehaviorType PartyRoleAssignment defines pre-condition of WebConversion Z distinguishes role of ConversionInitiative may be RetailStore Consumer is in a state defined by influences occurence of behav ior observ ed through ConversionEvent is place of Process triggers change in ConsumerConversionState is mediated through / mediates ProcessChannel mediates execution of completes Referral iis referred by defines condition for is one of Visitor TouchPoint is used by Z Channel may be a / is a Z is credited with RetailTransaction defines how, when and where marks occurence of refers Key is a party to

Core Entities For Consumer State RelationshipStage RelationshipStageCode RelationshipStageDescription acquisition retention reactivation WebConversionGoal WebConversionGoalID GoalUniformResourceID VisitDuration DocumentsPerVisit Success.WebEventTypeCode (FK) ConversionStateCode (FK) WebTrackerID (FK) ConversionGoalDescription ConversionGoalTypeCode (FK) ConversionGoal ConversionGoalTypeCode ConversionStateCode (FK) Success.ConversionBehaviorTypeCode (FK) ConversionBehaviorType ConversionBehaviorTypeCode ConversionActionName SubActionFunctionName Description ConversionState ConversionStateCode ConversionStateDescription RelativeLow ToHighValue RelationshipStageCode (FK) Prospect Visitor Shopper New Active Inactive Ex-customer Consumer ConsumerID WebConversion ConversionID WebConversionGoalID (FK) ClickEventID (FK) ConversionInitiative PromotionalInitiativeID (FK) ConversionGoalTypeCode (FK) PromotionalOfferID (FK) ConversionEvent ConversioinEventID ChannelID (FK) PartyRoleAssignmentID (FK) PartyID (FK) ConversionBehaviorTypeCode (FK) Precondition.ConversionStateCode (FK) PostCondition.ConversionStateCode (FK) ConversionEventDateTimeStamp LocationID (FK) MediaID (FK) Retail.TransactionID (FK) OrderID (FK) ConsumerID (FK) PromotionalInitiativeID (FK)

29 Data Model Lifecycle Entities WebConversionGoal WebConversionGoalID GoalUniformResourceID VisitDuration DocumentsPerVisit Success.WebEventTypeCode (FK) ConversionStateCode (FK) WebTrackerID (FK) ConversionGoalDescription ConversionGoalTypeCode (FK) ConversionInitiative PromotionalInitiativeID (FK) RelationshipStage RelationshipStageCode RelationshipStageDescription ConversionGoal ConversionGoalTypeCode ConversionStateCode (FK) Success.ConversionBehaviorTypeCode (FK) ConversionBehaviorType ConversionBehaviorTypeCode ConversionActionName SubActionFunctionName Description ConversionState ConversionStateCode ConversionStateDescription RelativeLowToHighValue RelationshipStageCode (FK) Party PartyID Retailer s definition of customer lifecycle stages of development and specific named conversion states within each stage OrganizationTypeCode PartyTypeCode (FK) PartyRoleAssignment PartyRoleAssignmentID PartyID (FK) PartyRoleTypeCode (FK) StatusCode EffectiveDate ExpirationDate PartyRole PartyRoleTypeCode Name Description Consumer s lifecycle story memorialized WebConversion ConversionID WebConversionGoalID (FK) ClickEventID (FK) ConversionGoalTypeCode (FK) PromotionalOfferID (FK) Retailer defined conversion goals, conversion behavior type (observable elicited behavior ) and conversion initiatives (retailer actions) taken to elicit desired conversion behavior. ConversionEvent ConversioinEventID ChannelID (FK) ConversionBehaviorTypeCode (FK) Precondition.ConversionStateCode (FK) PostCondition.ConversionStateCode (FK) ConversionEventDateTimeStamp LocationID (FK) MediaID (FK) Retail.TransactionID (FK) OrderID (FK) ConsumerID (FK) PromotionalInitiativeID (FK) Snapshot of the point where a consumer s state changed Consumer ConsumerID PartyRoleAssignmentID (FK) PartyID (FK) ID LifecycleType ConversionStateID (FK) PartyID (FK) AnonymousFlag ConsumerConversionState ConversionStateID EffectiveDateTime ExpirationDateTime CurrentStatus ConversionStateCode (FK) ConversioinEventID (FK) ConsumerID (FK) ChannelID (FK) Visitor VisitorID Consumer states differentiate Visitors from s UserName UserEmailAddress ConversionStateID (FK)

Formalizing Journey stm Domain Model ARTS Consumer State Machine Population [Uniquely identified] /Create consumer instance Indiv idual in population becomes aware Prospect visits Visitor Shopper retail browses business unit completes 1st purchase New Iron no activity [no activity for > N months] completes repeat purchase [2nd or subsequent purchase] Inactiv e Unrecoverable [inactive for N+ Months and react > 3] Ex- [activity.ge.iron and LT Copper] Copper completes repeat purchase [[2nd or subequent purchase] Tier [activity.ge.copper and LT Silver] [activity.ge.silver and LT Gold] [activity.ge.gold and LT Platinum] [activity.ge. Platinum] Silv er Gold activity < 0 Net Profit Platinum Lead back Lifecycle Entity Modeling - 4 of 4

Operational Data Model Organized Around Themes Transaction Themes for retail activity Retail transactions Control transaction Tender control transactions orders Food service and hospitality Forecourt transactions Inventory receipt and movement documents Operational and financial reporting Themes are named collections of ARTS Subject Areas. ARTS Subject Areas are, in turn, named collections of entities. ARTS ODM 7 Themes - 1 of 5

Operational Data Model Organized Around Themes Lifecycle Themes to capture states and transitions over time Consumer-customer journey (explicit) order lifecycle (explicit) Merchandise journey through the retailer (implicit) Product lifecycle management (future) Vendor lifecycle management (future) ARTS is explicitly modeling important retail business lifecycles using a state-transition set of entities. ARTS ODM 7 Themes - 2 of 5

Operational Data Model Organized Around Themes Master Data Themes that describes business context Proper Nouns (named people, places, things, concepts) Party (generalized model for answering the question who?) Consumer/customer Items and Services Sold Fresh Item Management Assets and Equipment Place (or location) Supplier/vendor Worker and Human Resources Business Rules Selling Rules Tax Rules Price Derivation Rules Promotion Rules ARTS ODM 7 Themes - 3 of 5

Operational Data Model Organized Around Themes Master Data Themes that describes business context Reference & Lookup Calendar and Time Currency Enterprise Hierarchies and Structures Language Weather Reference ARTS ODM 7 Themes - 4 of 5

Financial Accounting (ERP) financial ledger journal entries ARTS Operational Data Model Scope Retail Accounting & Reporting Uses retail accounting information but is outside of ARTS ODM domain Tax (VAT and Sales Tax) Supplier Core Value Adding Process and Transaction Oriented Subject Areas Inventory Control Documents Inventory Order Retail Transaction Black arrows reflect sales flow Red arrows reflect returns flow Fresh Item Management WHAT does the retailer sell? WHAT value proposition does the retailer offer to its customers? WHERE, WHEN and HOW does the retailer sell to and service customers? Product Strategy Item (product or service) Merchandise Hierarchy Retail Calendar Pricing & Promotion Strategy Deal Promotion Item Selling Rules Cost Price Derivation Loyalty Program Place Strategy Availability & Access Location Channel Time Group Planogram Transactions reflect customer behavior and are key part of learning model built into data model. CUSTOMER needs, wants and preferences Consumer Independent Characteristics Demographic Geographic Psychographic Activities & Health & Interest Dietary Voice of the Consumer Behavior Dependent Characteristics Consumer-customer Consumer-customer Consumer-customer interaction social network Transaction History Consumer-customer Conversion State Business Infrastructure and Support Party Calendar Worker Control Transaction Tender Control Organization Reference Tables Worker Scheduling Store Operations Green blocks represent macro-level subject areas that are new with the release of ARTS Operational Data Model V7 or are planned for in future releases. ARTS ODM 7 Themes - 5 of 5 back

36 Independent Characteristics may be ActivityInterest ActivityInterestCode ActivityInterestDescription is engaged in by / engages in engates in / is engaged in by PersonActivityInterest PersonPartyID (FK) SegmentationPrecedenceOrder ActivityInterestCode (FK) IntensityLevelCode LiesureProfessionalTypeCode Person PersonPartyID.PartyID (FK) LanguageID (FK) Salutation FirstName FirstNameType MiddleNames MiddleNameType LastName LastNameType Suffix SortingName MailingName OfficialName GenderTypeCode DateOfBirth MaritalStatusCode (FK) LifeStageCode (FK) RaceCode (FK) EthnicityTypeCode (FK) ReligionFamilyCode (FK) ReligionName (FK) EducationLevelCode (FK) EmploymentStatusCode (FK) OccupationTypeCode (FK) AnnualIncomeRangeCode (FK) PersonalityTypeCode (FK) LifestyleTypeCode (FK) PersonalValueTypeCode (FK) ValueAttitudeLifestyleTypeCode (FK) ConsumerCreditScore DietaryHabitTypeCode (FK) ConsumerCreditRatingServiceName DisabilityImpairmentTypeCode (FK) Organization PartyID (FK) Party LegalName TradeName TaxID LegalStatusCode (FK) FederalTaxID StateTaxID TerminationDate LegalOrgnizationTypeCode (FK) JurisdictionOfIncorporation IncorporationDate FiscalYearEndDate BusinessActivityCode (FK) LocalAnnualRevenueAmount GlobalAnnualRevenueAmount OpenForBusinessDate ClosedForBusinessDate DUNSNumber BankruptcyFlag BankruptcyDate BankruptcyEmergenceDate BankruptcyTypeCode EmployeeCountLocal EmployeeCountGlobal DunnAndBradstreeRating PrimaryBusiness.LanguageID (FK) OrganizationDescriptionNarrative GlobalBusinessSizeTypeCode (FK) PartyID OrganizationTypeCode PartyTypeCode (FK) is inv olved in Party Ty pecode may be a PartyRoleAssignment PartyRoleAssignmentID PartyID (FK) PartyRoleTypeCode (FK) StatusCode EffectiveDate ExpirationDate distinguishes role of Consumer ConsumerID PartyRoleAssignmentID (FK) PartyID (FK) is in a state defined by ConsumerConversionState ConversionStateID EffectiveDateTime ExpirationDateTime CurrentStatus ConversionStateCode (FK) ConversioinEventID (FK) ConsumerID (FK) ChannelID (FK) defines condition for is contacted via isa defines PartyContactMethod categorizes ContactPurposeTypeCode (FK) ContactMethodTypeCode (FK) PartyRoleAssignmentID (FK) SocialNetworkUserID (FK) EffectiveDateTime ExpirationDateTime AddressID (FK) EmailAddressID (FK) TelephoneID (FK) WebSiteID (FK) StatusCode Address AddressID Key ContactPurposeType ContactPurposeTypeCode Name ContactMethodType ContactMethodTypeCode ContactMethodName AddressLine1 AddressLine2 AddressLine3 AddressLine4 City Territory GeographicSegmentID (FK) ISO_3166-2CountrySubDivisionID (FK) PostalCodeID (FK) ID LifecycleType ConversionStateID (FK) ID (FK) PrivacyOptOutCode RegistrationDateTime Z may be a / is a

37 Demographic Data PartyAffiliationType ContactMethodType PartyAffiliation Party PartyType PartyRole PartyRoleAssignment ARTS method of tying a Party to a Key PartyContactMethod WebSite ContactPurposeType SocialNetworkHandle SocialNetworkType SocialNetworkService Consumer EmailAddress ConsumerConversionState Telephone Address PartyTypeCode ReligionType Z Key GeographicSegment EducationLevel Controlled vocabulary for demographics LifeStageType RaceType MaritalStatus AnnualIncomeRange EmploymentStatusType EthnicType KeyOrganizationCompositeSegment KeyGeographicSegment PlaceUsageType KeyIndividualCompositeSegment OccupationType LifestyleTypeCode PersonalityType CompositeDemographicSegment ValueAttitudeLifestyleType PersonalValueType CompositePsychographicSegment Person Language DietaryHabitType DisabilityImpairmentType CompositeHealthSegment Composite demographic segment which is a named combination of individual demographic characteristics ActivityInterest PersonActivityInterest

38 Psychographic Data PartyAffiliationType ContactMethodType PartyAffiliation PartyType ContactPurposeType SocialNetworkType Party PartyRole PartyContactMethod PartyRoleAssignment WebSite SocialNetworkHandle SocialNetworkService Consumer EmailAddress ConsumerConversionState Telephone Address PartyTypeCode ReligionType Z Key GeographicSegment EducationLevel Controlled vocabulary for psychographic characteristics LifeStageType RaceType MaritalStatus AnnualIncomeRange EmploymentStatusType EthnicType OccupationType KeyOrganizationCompositeSegment KeyGeographicSegment PlaceUsageType KeyIndividualCompositeSegment LifestyleTypeCode PersonalityType CompositeDemographicSegment ValueAttitudeLifestyleType Person PersonalValueType CompositePsychographicSegment Language DietaryHabitType DisabilityImpairmentType CompositeHealthSegment ActivityInterest Composite psychographic characteristics which is a named combination of individual psychographic attribute values. PersonActivityInterest

Other Characteristic Data 39 PartyAffiliationType PartyAffiliation Party PartyType PartyRole PartyContactMethod ContactMethodType ContactPurposeType SocialNetworkType Contact Information PartyRoleAssignment WebSite SocialNetworkHandle SocialNetworkService Consumer EmailAddress ConsumerConversionState Telephone Address PartyTypeCode ReligionType Z Key GeographicSegment EducationLevel LifeStageType RaceType MaritalStatus AnnualIncomeRange EmploymentStatusType EthnicType KeyOrganizationCompositeSegment KeyGeographicSegment PlaceUsageType KeyIndividualCompositeSegment OccupationType LifestyleTypeCode CompositeDemographicSegment Person PersonalityType ValueAttitudeLifestyleType PersonalValueType CompositePsychographicSegment Language DietaryHabitType DisabilityImpairmentType CompositeHealthSegment ActivityInterest Health, diet and activity characteristics that, subject to privacy rules might be used to characterize customers independently of their behavior. PersonActivityInterest

40 Independent Characteristics of an Organization may be Party PartyID may be a PartyRoleAssignment defines ContactPurposeType ContactPurposeTypeCode Name OrganizationTypeCode PartyTypeCode (FK) is inv olv ed in PartyRoleAssignmentID PartyID (FK) PartyRoleTypeCode (FK) StatusCode EffectiveDate ExpirationDate is contacted v ia categorizes ContactMethodType ContactMethodTypeCode ContactMethodName Party Ty pecode distinguishes role of PartyContactMethod ContactPurposeTypeCode (FK) ContactMethodTypeCode (FK) PartyRoleAssignmentID (FK) Name Legal Status Credit Business Demographics Organization PartyID (FK) LegalName TradeName TaxID LegalStatusCode (FK) FederalTaxID StateTaxID TerminationDate LegalOrgnizationTypeCode (FK) JurisdictionOfIncorporation IncorporationDate FiscalYearEndDate BusinessActivityCode (FK) LocalAnnualRevenueAmount GlobalAnnualRevenueAmount OpenForBusinessDate ClosedForBusinessDate DUNSNumber BankruptcyFlag BankruptcyDate BankruptcyEmergenceDate BankruptcyTypeCode EmployeeCountLocal EmployeeCountGlobal DunnAndBradstreeRating PrimaryBusiness.LanguageID (FK) OrganizationDescriptionNarrative GlobalBusinessSizeTypeCode (FK) Consumer ConsumerID PartyRoleAssignmentID (FK) PartyID (FK) is in a state defined by ConsumerConversionState ConversionStateID EffectiveDateTime ExpirationDateTime CurrentStatus ConversionStateCode (FK) ConversioinEventID (FK) ConsumerID (FK) ChannelID (FK) defines condition for SocialNetworkUserID (FK) EffectiveDateTime ExpirationDateTime AddressID (FK) EmailAddressID (FK) TelephoneID (FK) WebSiteID (FK) StatusCode isa Address AddressID AddressLine1 AddressLine2 AddressLine3 AddressLine4 City Territory GeographicSegmentID (FK) ISO_3166-2CountrySubDivisionID (FK) PostalCodeID (FK) Key ID LifecycleType ConversionStateID (FK) ID (FK) PrivacyOptOutCode RegistrationDateTime Z may be a / is a

41 Organization Demographic & Related Data PartyAffiliationType Controlled vocabulary for organization demographics PartyAffiliationTypeCode Description PartyAffiliation PartyAffiliationTypeCode (FK) PartyID (FK) SubPartyID.PartyID (FK) PartyType PartyTypeCode ReligionType ReligionFamilyCode ReligionName ReligionDescription BusinessActivityReference BusinessActivityCode (AK1.2) BusinessActivityCodeDescription IssuingAgencyName BusinessActivityCodeListName (AK1.1) LegalStatusType LegalStatusCode LegalStatusDescription LegalOrganizationType LegalOrgnizationTypeCode LeganOrganizationTypeDescription GlobalBusinessSizeType GlobalBusinessSizeTypeCode GobalBusinessSizeTypeDescription LowEmployeeCountGlobal HighEmployeeCountGlobal Language LanguageID Name Organization PartyID (FK) LegalName TradeName TaxID LegalStatusCode (FK) FederalTaxID StateTaxID TerminationDate LegalOrgnizationTypeCode (FK) JurisdictionOfIncorporation IncorporationDate FiscalYearEndDate BusinessActivityCode (FK) LocalAnnualRevenueAmount GlobalAnnualRevenueAmount OpenForBusinessDate ClosedForBusinessDate DUNSNumber BankruptcyFlag BankruptcyDate BankruptcyEmergenceDate BankruptcyTypeCode EmployeeCountLocal EmployeeCountGlobal DunnAndBradstreeRating PrimaryBusiness.LanguageID (FK) OrganizationDescriptionNarrative GlobalBusinessSizeTypeCode (FK) ReligionFamilyCode (FK) ReligionName (FK) ChannelID (FK) InvolvementTypeCode (FK) EffectiveDateTime ExpirationDateTime StatusCode PrincipleSubPartyFlag Party PartyID PartyTypeCode OrganizationTypeCode PartyTypeCode (FK) PartyTypeDescription Consumer ConsumerID ID LifecycleType ConversionStateID (FK) PartyID (FK) AnonymousFlag PartyRole PartyRoleTypeCode Name Description PartyRoleAssignment PartyRoleAssignmentID PartyID (FK) PartyRoleTypeCode (FK) StatusCode EffectiveDate ExpirationDate PartyRoleAssignmentID (FK) PartyID (FK) ConsumerConversionState ConversionStateID EffectiveDateTime ExpirationDateTime CurrentStatus ConversionStateCode (FK) ConversioinEventID (FK) ConsumerID (FK) ChannelID (FK) PartyContactMethod ContactPurposeTypeCode (FK) ContactMethodTypeCode (FK) PartyRoleAssignmentID (FK) SocialNetworkUserID (FK) EffectiveDateTime ExpirationDateTime AddressID (FK) EmailAddressID (FK) TelephoneID (FK) WebSiteID (FK) StatusCode ContactMethodType ContactMethodTypeCode ContactMethodName ContactPurposeType ContactPurposeTypeCode Name Address AddressID Telephone TelephoneID ITUCountryCode (FK) AreaCode TelephoneNumber ExtensionNumber CompleteNumber AddressLine1 AddressLine2 AddressLine3 AddressLine4 City Territory GeographicSegmentID (FK) ISO_3166-2CountrySubDivisionID (FK) PostalCodeID (FK) EmailAddress EmailAddressID EmailAddressLocalPart EmailAddressDomainPart SocialNetworkHandle SocialNetworkUserID WebSite WebSiteID UserProfileID (AK1.2) SocialNetworkID (FK) (AK1.1) SocialNetworkService SocialNetworkID HomePageURIName WebSiteBusinessName WebSiteTitleTagValue WebSiteMetaDescriptionTagValue WebSiteMetaKeywordListNarrative SocialNetworkName SocialNetworkTypeCode (FK) WebSiteID (FK) SocialNetworkType SocialNetworkTypeCode SocialNetworkTypeDescription Composite demographic segment for organization KeyOrganizationCompositeSegment OrganizationSegmentID ID (FK) GlobalBusinessSizeTypeCode (FK) LegalOrgnizationTypeCode (FK) LegalStatusCode (FK) BusinessActivityCode (FK) ReligionFamilyCode (FK) ReligionName (FK) back Key ID (FK) PrivacyOptOutCode RegistrationDateTime GeoPhysicalLocationAddress AddressID (FK) EffectiveDateTime GeographicLocationID (FK) ExpirationDateTime Contact information (same as for person or any other party type

Weather Reference 42 WeatherConditionType defines converts to UnitOfMeasureConversion is country of ISO3166-1Country BusinessUnitGroupFunction GeoPhysicalCoordinateSystem defines UnitOfMeasure converts from defines defines characterizes MerchandiseHierarchyGroup GeoPhysicalLocationCoOrdinate BusinessUnitGroupLevel METARweatherSite defines location for defines parent has parent is w eather reporting location for characterizes METARWeatherForecast is origin of Site is parent AssociatedBusinessUnitGroup characterizes METARWeatherCondition is origin of contains BusinessUnitSite BusinessUnitGroup is child is located at BusinessUnit has is periodically reported by emits records business via is referenced by summarizes business at ReportingPeriod BusinessUnitGroupEvent forecasts w eather conditions for BusinessUnitGroupReportingPeriod defines period of BusinessDay defines w eather conditions for is credited w ith / credits Transaction TransactionTy pecode RetailTransaction

Currency Reference 43 ex change from ISO4217-CurrencyType ISOCurrencyCode: ISO_4217_CurrencyCode_char(3) ISOCurrencyNumber: ISO_4217_CurrencyCodeNumber(3) (AK1.1) ISOCurrencyName: Name ISOCountryCode: Code2 (FK) RetailerAssignedCurrencyTypeCode: Code Symbol: Name is av ailable in issues ExchangeRate SequenceNumber: LineNumber From: ISO_4217_CurrencyCode_char(3) (FK) To: ISO_4217_CurrencyCode_char(3) (FK) ExchangeRateEffectiveDate: EffectiveDate ExchangeRateExpirationDate: ExpirationDate ToBuyAmount: ExchangeRate ToSellAmount: ExchangeRate ServiceFeeAmount: Money MinimumCurrencyAmount: Money ex change to ISO3166-1Country ISOCountryCode: Code2 ITUCountryCode: PhoneNumberCountryCode (FK) CountryName: Name ISO3166ThreeCharacterCountryCode: Code4 Denomination DenominationID: Identity ISOCurrencyCode: ISO_4217_CurrencyCode_char(3) (FK) Description: Name MonetaryValueAmount: MoneyShortRetail

Geolocation Hierarchy 44 Geographic Area (Segment) Hierarchy GeographicSegmentHierarchy defines hierarcy for GeographicSegmentHierarchyLevel is part of Geophysical Location (Latitude and Longitude) GeoPhysicalCoordinateSystem ClimateType defines lev el for AssociatedGeographicSegmentHierarchyGroup is a child of is a parent of defines GeoPhysicalLocationCoOrdinate defines coordinates of defines climate of GeographicSegmentHierarchyGroup defines aggregation group for GeographicalSegmentStatisticArea identifies identifies ISO Standard Designations for Countries and Primary Political Subdivisions ISO3166-2PrimarySubdivisionType ISO3166-1Country v alidates contains ISO3166-2CountrySubdivision includes GeographicSegment_ISO3166-2CountrySubdivision GeoPhysicalLocation ITUCountry aggregates cov ers defines point location for Geographic Segment PlaceUsageType v alidates defines national location for KeyGeographicSegment authorizes Association Between Geophysical Location and Contact Address is phy sical place of GeoPhysicalLocationAddress ow ns is part of Retailer Designated Geographic Segment GeographicSegment Postal Code defines postal area for PostalCodeReference defines postal area for ow ns GeographicSegmentPostalCode v alidates is phy sical place of Retailer Business Unit Site Contact Data BusinessUnitGroup contains is located at BusinessUnitSite SiteType classifies Site LocationLevel is div ided into is contacted via is used at has BusinessUnit contains defines Location RetailStore TypeCode SellingLocation has parent FunctionCode DistributionCenter isa WorkLocation SiteContactMethod Party Contact Data Party acts in AdministrationCenter InventoryLocation PartyRoleAssignment categorizes ContactMethodType is contacted via categorizes defines ContactPurposeType v alidates is referenced by is used by Address isa defines PartyContactMethod

Channel Reference 45 BusinessDomain BusinessDomainProcess Process ProcessChannel TouchPoint Channel Z Correspondence BusinessUnitGroupChannel Order RetailTransaction back

Observation, Data Reduction Classification of Behavior Retail Transation Behavior Observations Business Unit Events (Holiday, customer occasions Reporting Period Retail Transaction Sale/ReturnLine Item Quantity & Monetary Value Facts Channel Item Dimension Regular Retail Value (unit & ext) Discount Value (unit & ext) Actual Retail Value (unit & ext) Weather Conditions Reduce Retail Transaction Facts for Behavioral Segmentation Named Segment based on RANGE of Frequency Values Item Cost (unit & ext) ARTS ODM 7.0 Retail Transaction & Related Master Data Retailer Calendar Loyalty Program- Account sum to Item retail pricing unit count Item retail selling unit count Line Item Action (Sale, Return, NoSale) Retail Price Modifer Application Sequence Previous Price (basis for modification) Price Modification Value New Price Loyalty Program-Account Points Redeemed Price Modification Line Item (Transaction -level discount) Loyalty Program-Account Points Redeemed Prorated to Line Items RETAILER Promotion & Promotional Initiative Reduce Retail Transaction Facts for Behavioral Segmentation Frequency = Count of named actions per period Volume = Count of named entities per period OR lifetime Magnitude = Value (usually monetary) of aggregation or unit attributes for a period or lifetime Clustering Analysis to identify named affinities Rate = Ratio of two values indicate change Duration - Elapsed time NOTE: Clustering analysis as a method for discovering customer segments will be addressed on Phase 4. Named segment based on RANGE of Volume Values Named Segment based on RANGE of Magnitude Values Named Segment based on AFFINITY between entities, entities and actions and attribute values Named Segment based on range of rate values Tender Type (cash, CR/DB, coupon,etc.) Tende Liner Item Tender Value NOTE: Except for segments relating to customer loyalty program-accounts and customer occasions, these categorizations of behavior apply to anonymous as well as key customers. Named Segment based on Duration values Branded Tender Media Tender Action (Debit-payment, creditchange or refund) Loyalty Program-Account Points Earned Also, customer assignment to a segment will change each time an analysis is run. For period to period comparisons, a history of customer behavior snapshots should be kept. This also applies to develping time series analysis that can be used as part of a forecasting model. Note that for any snapshot customers can only be assigned to one TYPE of segment.for example a customer, within a given snap shot can not be classified as both a platinum and silver level customer type. They can change from one snapshot to the next.

CUSTOMER Behavior Observation & Measurement Ordering Browsing Selecting Pre- Authorize/ Prepayment Picking & Packing Shipping Settlement