Entity Definition

Logical Name : ConversionEvent
Physical Name : CO_CVN_EV

A specific point in time action that alters the ConversionState of a Party ConversionEvents are critical because they allow customer state changes to be bound to a point in time, location and to specific kinds of state changes and to specific actions. This is used to develop analytic reports showing customer progress through the customer acquisition "funnel" as well as progress in their cultivation. For consumers that are "Customers" it can be used to track their progression or regression towards different customer value levels (or strata) that are part of a retailer's customer portfolio.

Data Definition

Attribute Description Physical Name Domain Data Type Foreign Key Table
ConversionEventID (PK) A token ID for a ConversionEvent ID_CVN_EV Identity integer
ChannelID (FK)(PK) Token Identifier for a channel instance ID_CHNL Identity integer Channel(CO_CHNL)
ConversionBehaviorTypeCode (FK) Code that classifies consumer behavior and actions. This code is important in establishing a standard retailer-defined taxonomy of customer behavior. ID_CVN_ACTN Identity integer ConversionBehaviorType(CO_CVN_ACTN)
Precondition (FK) A code used to designate the conversion status or condition of a party. (See ConversionState ET definition) CD_CVN_ST_PRE Code varchar(20) ConversionState(CO_CVN_ST)
PostCondition (FK) A code used to designate the conversion status or condition of a party. (See ConversionState ET definition) CD_CVN_ST_PST Code varchar(20) ConversionState(CO_CVN_ST)
ConversionEventDateTimeStamp Date and time the ConversionEvent takes place. As noted in the entity definition this is a key attribute that binds a change in a party's state to a point in time. This allows the progress of individuals to be measured and tracked as they change states from being part of an undifferentiated population to becoming key customers of the retailer. TS_CVN_EV AuditDateTime datetime
LocationID (FK) A unique system assigned identifier for the SellingLocation. ID_LCN Identity integer SellingLocation(LO_LCN_SL)
Retail (FK) A universally unique identifier (UUID) for the Transaction. This may be assembled from alternate key members. ID_TRN_RTL IdentityUUID char(32) RetailTransaction(TR_RTL)
CustomerOrderID (FK) A unique system assigned identifier for the CustomerOrder. ID_ORD Identity integer CustomerOrder(DO_CTORD)
ConsumerID (FK) Token ID for a Consumer instance. ID_CNS Identity integer Consumer(PA_CNS)
PromotionalInitiativeID (FK) A token ID for a retailer's PromotionInitiative instance. ID_PRML_INITV Identity integer ConversionInitiative(CO_CVN_INITV)


Parent Entity Verb Phrase Child Entity
ConversionState defines post condition of ConversionEvent
ConversionBehaviorType behavior observed through ConversionEvent
SellingLocation is place of ConversionEvent
ConversionState defines pre-condition of ConversionEvent
RetailTransaction marks occurence of ConversionEvent
Consumer state changed by ConversionEvent
CustomerOrder marks occurence of ConversionEvent
Channel mediates ConversionEvent
ConversionInitiative influences occurence of ConversionEvent
ConversionEvent triggers change in ConsumerConversionState
ConversionEvent completes CustomerReferral

Logical Views containing ConversionEvent

Logical View
Logical 02300 - Retail Transaction - Macro View
Logical 06310 - Party - Role View
Logical 07015 - Customer Lifecycle and Registration
Logical 07017 - Consumer-Customer Lifecycle Context View