To improve model and forecasting quality, you can upload additional tables that contain specific activities and interactions with your customers. These tables must each contain at least a unique customer ID, a timestamp, and an activity type. Additionally, an activity_id can be passed that links the activity to a specific action. However, this data is not required for an initial well working model and is therefore optional.
You can upload one or more of these tables:
- Online activities (customer in login area on your website / click in email)
- Inbound activities (customer calls call center, letters and emails from customer)
- Outbound activities (print mailings, catalogs, calls from a call center)
- Payment activities (customer pays an invoice, receives a dunning level, is referred to collections)
In order to make use of these activities in the modelling process, it is important that they are stored in the so-called event format (just like transactions). This means that each row in an activity table describes exactly one 'event' at a time with a customer.