Create measures with measure builder

Measure builder lets you define calculations using math operators, aggregation functions, and filters. Define measures using attributes from entities that are related to the unified Customer entity.

Creating measures in B-to-C and B-to-B environments works the same way. However, if your B-to-B environment uses accounts with hierarchies, choose whether to aggregate the measure across related sub-accounts.

Individual consumers (B-to-C)

Create measures on the level of individual customers (customer attribute, customer measure) or on the level of the business/organization (business measure). Customer attribute and customer measure enable you to track performance per customer. For example, the total spend by each customer. Business measures track performance per business. For example, the total revenue by the company.

• Customer attribute: Generates output as a new attribute, which gets saved as a new column in the system-generated entity named Customer_Measure. When refreshing a customer attribute, all the other customer attributes in the Customer_Measure entity refresh simultaneously. In addition, customer attributes are shown in the customer profile card. Once run or saved, you can't change a customer attribute to a customer measure.

• Customer measure: Generates output as its own entity and you can't change it to a customer attribute once run or saved. Customer measures don't show in the customer profile card.

• Business measure: Generates output as its own entity and shows on the home page of your Customer Insights environment.

1. Go to Measures.

2. Select New > Build your own.

   

3. Select Edit details next to Untitled measure. Provide a name for the measure. Optionally, add tags to the measure.

   

4. Select Done.

5. To track business-level performance, toggle Measure type to Business level. Customer level is selected by default. Customer level automatically adds the CustomerId attribute to Dimensions while Business level automatically removes it.

6. In the configuration area, choose the aggregation function from the Select function dropdown menu. Aggregation functions include:

   • Sum
   • Average
   • Count
   • Count Unique
   • Max
   • Min
   • First: takes the first value of the data record
   • Last: takes the last value that was added to the data record
   • ArgMax: finds the data record giving the maximum value from a target function
   • ArgMin: finds the data record giving the minimum value from a target function

7. Select Add attribute to select the data to create this measure.

   1. Select the Attributes tab.
   2. Data entity: Choose the entity that includes the attribute you want to measure.
   3. Data attribute: Choose the attribute you want to use in the aggregation function to calculate the measure. You can only select one attribute at a time.
   4. Optionally, choose a data attribute from an existing measure by selecting the Measures tab, or search for an entity or measure name.
   5. Select Add.

8. To build more complex measures, add more attributes or use math operators on your measure function.

9. To add filters, select the Filter in the configuration area. Applying filters will only use the records that match the filters to calculate the measure.

   1. In the Add attribute section of the Filters pane, select the attribute you want to use to create filters.
   2. Set the filter operators to define the filter for every selected attribute.
   3. Select Apply.

10. Select Dimension to choose more fields to add as columns to the measure output entity.

    1. Select Edit dimensions to add data attributes you want to group the measure values by. For example, city or gender.

       Tip

       If you selected Customer level as the Measure type the CustomerId attribute is already added. If you remove the attribute, Measure type toggles to Business level.

    2. Select Done.

11. If there are values in your data that must be replaced with an integer, select Rules. Configure the rule and make sure that you choose only whole numbers as replacements. For example, replace null with 0.

12. If there are multiple paths between the data entity you mapped and the Customer entity, choose one of the identified entity relationship paths. Measure results can vary depending on the selected path.

    1. Select Relationship path and choose the entity path that should be used to identify your measure. If there's only a single path to the Customer entity, this control won't show.
    2. Select Done.

13. To add more calculations for the measure, select New calculation. Only use entities on the same entity path for new calculations. More calculations will show as new columns in the measure output entity. Optionally, select Edit name to create a name for the calculation.

14. Select the vertical ellipsis (⋮) on the calculation to Duplicate or Remove a calculation from a measure.

15. In the Preview area, you'll see the data schema of the measure output entity, including filters and dimensions. The preview reacts dynamically to changes in the configuration.

16. Select Run to calculate results for the configured measure. Select Save and close if you want to keep the current configuration and run the measure later. The Measures page displays.

Business accounts (B-to-B)

Create measures on the level of individual accounts (customer measure) or on the level of all accounts (business measure).

• Customer measure: Generates output as its own entity. Customer measures don't show in the customer profile card.

• Business measure: Generates output as its own entity and shows on the home page of your Customer Insights environment.

1. Go to Measures.

2. Select New.

   

3. Select Edit details next to Untitled measure. Provide a name for the measure. Optionally, add tags to the measure.

4. Select Done.

5. In the configuration area, choose the aggregation function from the Select function dropdown menu. Aggregation functions include:

   • Sum
   • Average
   • Count
   • Count Unique
   • Max
   • Min
   • First: takes the first value of the data record
   • Last: takes the last value that was added to the data record

6. Select Add attribute to select the data to create this measure.

   1. Select the Attributes tab.
   2. Data entity: Choose the entity that includes the attribute you want to measure.
   3. Data attribute: Choose the attribute you want to use in the aggregation function to calculate the measure. You can only select one attribute at a time.
   4. Optionally, choose a data attribute from an existing measure by selecting the Measures tab, or search for an entity or measure name.
   5. Select Add to add the selected attribute to the measure.

7. To build more complex measures, add more attributes or use math operators on your measure function.

8. To add filters, select the Filter in the configuration area. Applying filters will only use the records that match the filters to calculate the measure.

   1. In the Add attribute section of the Filters pane, select the attribute you want to use to create filters.
   2. Set the filter operators to define the filter for every selected attribute.
   3. Select Apply to add the filters to the measure.

9. Select Dimension to choose more fields to add as columns to the measure output entity.

   1. Select Edit dimensions to add data attributes you want to group the measure values by. For example, city or gender.

      Tip

      The CustomerId attribute is already added indicating this is a customer level measure type. If you remove the attribute, the measure type changes to business level.

   2. Select Done to add the dimensions to the measure.

10. If there are values in your data that must be replaced with an integer, select Rules. Configure the rule and make sure that you choose only whole numbers as replacements. For example, replace null with 0.

11. If you use accounts with hierarchies, review Roll up sub-accounts.

    • If it's set to Off, the measure is calculated for every account. Every account gets its own result.
    • If it's set to On, select Edit to choose the account hierarchy according to the ingested hierarchies. The measure will yield only one result because it's aggregated with sub-accounts.

12. If there are multiple paths between the data entity you mapped and the Customer entity, choose one of the identified entity relationship paths. Measure results can vary depending on the selected path.

    1. Select Relationship path and choose the entity path that should be used to identify your measure. If there's only a single path to the Customer entity, this control won't show.
    2. Select Done to apply your selection.

13. Select the vertical ellipsis (⋮) on the calculation to Duplicate or Remove a calculation from a measure.

14. In the Preview area, you'll see the data schema of the measure output entity, including filters and dimensions. The preview reacts dynamically to changes in the configuration.

15. Select Run to calculate results for the configured measure. Select Save and close if you want to keep the current configuration and run the measure later. The Measures page displays.

Next step

Use existing measures to create a customer segment.