cdp-api (1.0.0)

Defining a data model for customer data is done by defining parent segments. Parent segments give you an ability to build a single view of a customer, including capturing all interactions, such as attributes and behaviors associated with your brand. In parent segments, you unify your customer data. When the customer data is unified, you can create customer segments without writing any SQL queries. You can personalize customer communications and conversations of any size and in any channel.


Treasure Data is making an effort to use more inclusive language in its product, content, and customer solutions. As we gradually make the move to replace insensitive language beginning in our UI, you may continue to see parent segments in the UI, for example, referenced as master segment in portions of Treasure Data APIs.

After you have created the parent segment, you can view data about the parent segment, such as details about a single segment, audience data, the list of segment folders it contains, or a list of parent segments available.

In marketing, a segment is a container that groups profiles (usually people) who share one or more common characteristics. In Treasure Data, the parent segment is your total population of people, accounts, or other type of collection and can be both existing and potential customers.

You create segments to divide the population into subgroups of consumers based on some type of shared characteristics. Segments and subsegments enable more specific targeting for your marketing campaigns.


Treasure Data is making an effort to use more inclusive language in its product, content, and customer solutions. As we gradually make the move to replace insensitive language beginning in our UI, you may continue to see parent segments in the UI, for example, referenced as master segment in portions of Treasure Data APIs.

Folders are containers in which you can organize information. Nested folders offer flexible organization controls. Large volumes of data and application assets can be organized into multi-nested folders by categories such as geographical markets, brands, and business functions. Granular permissions can be set for each folder to ensure security.

Activation is the process that allows marketers to personalize communication to users interested in your brand.

• Funnel activation — Create a funnel activation for each funnel stage. The activation exports to external marketing tools for campaigns or BI tools for analysis and reporting.
• Segment activation — Activate the segment data (export) to external tools for activities such as marketing campaigns, business analysis, and social media. Targets include Email Marketing Systems, Marketing Automation Systems, Advertising Platforms, CRM, ERP, Cloud Services, and SFTP.

The Profiles API Token enables your ability to increase personalized content based on detailed customer information. This REST API returns customer data in real-time and updates your segment information. The ability to create a Profiles API token is based on your folder permissions.

You can also use Profiles API Token to personalize your customers' experience on your website. You can combine Treasure Data’s personalization feature with A/B Testing tools such as Adobe Target, Optimizely, or Google Optimize, to determine the version of your website that yields results.

When the underlying personalization workflow completes, the personalization data set is refreshed. You can see a current list of the segments to which a specific profile belongs. You can also see a list of attributes associated with the specific profile.

The parent segment must already exist. The parent segment is the basis for all data accessed by Profiles API Tokens.

The use of the Profiles API Token with your tools requires the use of the Treasure Data JavaScript SDK and support or services consultation.

One of the challenges of targeting customers with relevant campaigns is understanding where they are in their customer journey. Many organizations use the traditional marketing funnel to understand where their customers are in the buying process. Knowing where customers are in the marketing funnel allows organizations to create campaigns and analyze customer behaviors that are specific to individual customers or customer groups. Being able to use all available customer data to accurately identify exactly in which stage customers are in gives marketers a clear advantage.

Treasure Data offers Funnels, a premium subscription feature in Audience Studio, which provides this advantage to its users. Funnels make it easier for marketers to see exactly where their customers are in the buying process, allowing them to create more customer-tailored marketing campaigns using multi-channel activations.

Funnels enables marketers to create and customize a marketing funnel with up to eight stages in the Audience Studio to reflect the exact buying experience of their customers. After the Funnel stages have been created, marketers can further analyze and refine the stages and activate specific stages for campaigns.

Using Treasure Data’s predictive scoring model, based on predictive segments, marketers can predict profile behavior such as who is likely to churn, purchase, click, or convert in the near future.

A predictive model is a set of rules that makes it possible to predict an unmeasured value from other, known values. The form of the rules is suggested by reviewing the data collected. Training is then used to make some predictions. Predictive modeling uses statistics to predict outcomes.

Predictive modeling is a typically used statistical technique to predict future behavior. Predictive modeling solutions analyze historical and current data and the generated model helps predict future outcomes. In predictive modeling, data is collected, a statistical model is formulated, predictions are made, and the model is validated (or revised) as additional data becomes available. For example, risk models can be created to combine member information in complex ways with demographic and lifestyle information from external sources to improve underwriting accuracy. Predictive models analyze past performance to assess how likely a customer is to exhibit a specific behavior in the future. This category also encompasses models that seek out subtle data patterns to answer questions about customer performance, such as fraud detection models. Predictive models often perform calculations during live transactions—for example, to evaluate the risk or opportunity of a given customer or transaction to guide a decision.

Treasure Data’s predictive scoring model uses predictive segments to customize predictive scoring models for a particular segment.

Marketers find creating an activation challenging because they have to enter technical information they might not understand, which can lead to activations failing due to misconfigurations. Treasure Data solves this problem with the Activation Template. The Activation Template allows data engineers to create templates with pre-populated fields so that the marketer can confidently create an activation.