What are Data Structures?

Data Structures are the data formats MXO uses to send data to, or respond to requests from, another system and are used to specify the format and types of customer data that are available to use in those systems.

Data Structures represent a view of an individual customers data.

You can configure which data attributes to include in a structure, giving you control over how much information about an individual customer, held in the AEP, you expose to your other systems. You can create the following types of structure in MXO :

  • Pull Data Structures. Respond to requests for data from other, external systems.
  • Push Data Structures. Used by Data Adapters to send (push) data from MXO to other, external systems.

Example Data Structure

The following screenshot is an example of a data structure.

Data Structure example

What can I do with Data Structures?

Data Structures let you share information held in MXO with your existing systems and interfaces. This enables you to optimize the conversations you have with your customers by ensuring relevant, up-to-date information about those customers is readily available in your existing systems.

They allow you to:

  • Share customer information, held in the AEP, with an existing CRM. For example, to provide your CRM with information about a customers recent interaction history.
  • Push new customer data to another system, such as creating a customer lead in your CRM.

What data attributes can I include in Data Structures?

You can include both data attributes and Eligibility Rules in a structure. In addition, for Push Data Structures, you can also include attributes for the triggered Action, such as campaign code value or Proposition name.

For more information about creating and configuring Data Structures, see Introduction to Structures.