docs/marketing.md

marketing

Pepperwind's marketing data: the campaign calendar, the email platform Sendmara (shaped like Klaviyo or Mailchimp, with SendGrid-shaped webhook events) with its subscription statuses, sends and events, campaign audiences including the Monsoon Chai 2025 holdout test, and the daily reports of the two ad platforms, Palaver Ads (shaped like Meta's) and Querent Ads (shaped like Google Ads). Every platform name is invented. customer_id is the storefront's customer id from commerce; UTM touches and attribution live in product. Times are UTC.

Table	Rows	What it holds
ad_spend_daily	19,575	One paid campaign's day in its ad account's daily report: cost, impressions and clicks. The date is the ad account's own day, in its market's time zone, and money is in the account's currency.
campaign	264	One campaign on the marketing calendar: a planned piece of marketing with one channel, one market, dates and, if paid, a budget. A newsletter is one campaign per market per financial year, and an automated email flow one per market per version. Campaigns that began before October 2023 keep their real start date.
campaign_member	5,005	One customer record in one campaign's audience. A campaign run with a holdout splits its eligible customers into treatment and holdout; for every other campaign a member is a recipient, added when the campaign first sent to them or when a flow was triggered.
campaign_message	1,024	One scheduled email of a campaign to one market's subscribers or a segment of them.
consent	750	One change to a customer record's email subscription status on the email platform. A record's first row is the status it began with; later rows are a German double opt-in confirmation, a lapse, an unsubscribe, a spam complaint or a hard bounce, the withdrawals applied on 6 Jul 2026, a yes to the 2026 re-permission email, and a deletion or opt-out request to the privacy desk, after which the record is sent nothing. The current status is the record's latest row.
email_event	57,683	One webhook event the email platform reported for a send, with SendGrid's event types. A send has one delivery outcome and any number of opens and clicks.
email_send	36,742	One email to one customer record: a campaign message, a step of an automated flow (welcome, abandoned cart, browse abandonment, the brew guide after a purchase, review request, replenishment, win-back, sunset), or a re-permission ask. Nothing is sent to a record after a send that unsubscribed, bounced or drew a complaint.
utm_map	176	One raw (utm_source, utm_medium) pair seen on tagged links, with the canonical source and channel the data team mapped it to. Use it to group the many spellings people type for one source.

ad_spend_daily

One paid campaign's day in its ad account's daily report: cost, impressions and clicks. The date is the ad account's own day, in its market's time zone, and money is in the account's currency.

19,575 rows; key spend_row_id.

Column	Type	Empty	Range or values	Meaning
spend_row_id	integer, key	0.0%	1 to 19575	The row's id.
date	timestamp, UTC instant	0.0%	2023-10-01 00:00:00 to 2026-09-30 00:00:00	The ad account's day the row reports (a date, in the account's time zone).
platform	text	0.0%	Palaver Ads, Querent Ads	The ad platform: Palaver Ads (paid social) or Querent Ads (search, shopping and app installs).
ad_account	text	0.0%	act_304387383467379, 1227423424, act_776689633560507	The ad account's id on its platform: act_ and 15 digits on Palaver Ads, a 10-digit customer id on Querent Ads. One account per platform and market.
ad_campaign_ref	text	0.0%	120950632652853387, 120110406667079392, 120375181422828767	The platform's own id for the campaign.
campaign_code	text	0.0%	CMP-2021-002, CMP-2022-010, CMP-2022-011	Pepperwind's code for the campaign (campaign.campaign_code).
market_code	text	0.0%	IN, US, EU	The market the campaign runs in: IN, EU or US.
currency	text	0.0%	INR, USD, EUR	The ad account's currency: INR, EUR or USD.
cost	number, 2 places	0.0%	0.05 to 177.77	What the campaign spent that day, in the account's currency (a decimal amount, not minor units).
impressions	integer	0.0%	0 to 1658	Impressions served that day.
clicks	integer	0.0%	0 to 25	Link clicks that day.
reported_at	timestamp, UTC instant	0.0%	2023-10-01 22:46:45 to 2026-10-01 10:48:41	When the platform's report for the day was taken: the next morning, 04:00-07:00 in the account's time zone.

campaign

One campaign on the marketing calendar: a planned piece of marketing with one channel, one market, dates and, if paid, a budget. A newsletter is one campaign per market per financial year, and an automated email flow one per market per version. Campaigns that began before October 2023 keep their real start date.

264 rows; key campaign_id.

Column	Type	Empty	Range or values	Meaning
campaign_id	integer, key	0.0%	1 to 264	The campaign's id.
campaign_code	text	0.0%	CMP-2019-001, CMP-2019-002, CMP-2020-001	The campaign's code, CMP--<3 digits>, numbered within its start year. Storefront promotions and UTM links refer to campaigns by it.
name	text	0.0%	IN Abandoned Cart v1, IN Post Purchase v1, IN Review Request v1	The campaign's name as the team wrote it; paid campaigns read | | .
channel	text	0.0%	email, paid_social, referral	email, messaging, paid_social, paid_search, paid_shopping, app_install, creator, referral or trade.
market_code	text	0.0%	IN, US, EU	The market the campaign runs in: IN, EU or US.
objective	text	0.0%	retention, acquisition, club_acquisition	acquisition, retention, reactivation, launch, club_acquisition, b2b_leads or consent (asking customers to opt in again).
start_date	timestamp, UTC instant	0.0%	2019-07-01 00:00:00 to 2026-08-18 00:00:00	The campaign's first day.
end_date	timestamp, UTC instant	18.2%	2023-10-20 00:00:00 to 2027-03-31 00:00:00	The campaign's last day. Empty for always-on campaigns and flows still running.
budget	number, 2 places	62.1%	5.0 to 49000.0	The planned spend in the campaign's currency, for paid campaigns. Empty for email, messaging, creator, referral and trade campaigns, whose costs are paid as vendor invoices.
currency	text	0.0%	INR, USD, EUR	The campaign's currency: INR, EUR or USD.
owner_employee_no	text	0.0%	EMP-10020, EMP-10077, EMP-10018	The employee number of the campaign's owner on its start date.
has_holdout	boolean	0.0%	False to True	True only for Monsoon Chai 2025, which held back 10% of its eligible audience as a control group.

campaign_member

One customer record in one campaign's audience. A campaign run with a holdout splits its eligible customers into treatment and holdout; for every other campaign a member is a recipient, added when the campaign first sent to them or when a flow was triggered.

5,005 rows; key member_id.

Column	Type	Empty	Range or values	Meaning
member_id	integer, key	0.0%	1 to 5005	The row's id.
customer_id	text, → commerce.customer.customer_id	0.0%	cus_1XudikaNGJg7p0, cus_FE5xBzLw3iEKcn, cus_ESbFpXpoH5C4zf	The customer in the audience.
campaign_id	integer, → marketing.campaign.campaign_id	0.0%	1 to 264	The campaign.
arm	text	0.0%	all, treatment, holdout	treatment or holdout for Monsoon Chai 2025 (the holdout received none of its emails); all for every other campaign.
added_at	timestamp, UTC instant	0.0%	2023-10-03 10:23:10 to 2026-09-30 12:31:40	When the customer was added: for Monsoon Chai 2025, the audience export on 13 Jun 2025; otherwise minutes before a campaign's first send to them, or seconds before a flow email.

campaign_message

One scheduled email of a campaign to one market's subscribers or a segment of them.

1,024 rows; key campaign_message_id.

Column	Type	Empty	Range or values	Meaning
campaign_message_id	integer, key	0.0%	1 to 1024	The message's id.
campaign_id	integer, → marketing.campaign.campaign_id	0.0%	34 to 264	The campaign the message belongs to.
market_code	text	0.0%	IN, US, EU	The market whose audience receives it: IN, EU or US.
scheduled_at	timestamp, UTC instant	0.0%	2023-10-01 14:00:00 to 2026-09-30 14:00:00	When the send was scheduled to start.
audience	text	0.0%	all, group, monsoon	Who receives it: all (the market's subscribers), group (a segment, such as Kerala), monsoon (Monsoon Chai 2025's treatment arm) or re_permission (customers asked in 2026 to opt in again).
template	text	0.0%	launch_story, newsletter_v1, promo_hero	The email template: newsletter_v1, newsletter_v2 (the redesign from 1 Apr 2025), promo_hero, promo_grid, launch_story or re_permission.

consent

One change to a customer record's email subscription status on the email platform. A record's first row is the status it began with; later rows are a German double opt-in confirmation, a lapse, an unsubscribe, a spam complaint or a hard bounce, the withdrawals applied on 6 Jul 2026, a yes to the 2026 re-permission email, and a deletion or opt-out request to the privacy desk, after which the record is sent nothing. The current status is the record's latest row.

750 rows; key consent_id.

Column	Type	Empty	Range or values	Meaning
consent_id	integer, key	0.0%	1 to 750	The row's id.
customer_id	text, → commerce.customer.customer_id	0.0%	cus_GVea5gbJSpUZT3, cus_ETD6Ht16UvKNxK, cus_EDfPCudJXtBA7g	The customer record.
captured_at	timestamp, UTC instant	0.0%	2017-09-13 05:37:29 to 2026-09-29 04:03:57	When the status was set.
policy_version	integer	0.0%	1 to 3	The privacy policy in force: 1 until 31 Jan 2024, 2 from 1 Feb 2024, 3 from 1 Jun 2026.
status	text	0.0%	subscribed, unsubscribed, cleaned	subscribed; pending (a German sign-up not yet confirmed by email); transactional (never opted in: order and service mail only); unsubscribed; or cleaned (removed after a hard bounce).
source	text	0.0%	import, unsubscribe_link, hard_bounce	How the status was set: checkout_checkbox, signup_popup, account_signup, footer_form, import (a record carried over from India's earlier list), double_opt_in_confirm, unsubscribe_link, spam_complaint, hard_bounce, privacy_backfill, re_permission or privacy_request (the privacy desk received a deletion or opt-out request from the customer). privacy_backfill marks records whose consent rested on India's pre-ticked sign-up box: the privacy desk withdrew those consents in May and June 2026, and the platform applied the withdrawals on 6 Jul 2026, so they were mailed until then.
channel	text	0.0%	email	The channel the consent covers; always email.

email_event

One webhook event the email platform reported for a send, with SendGrid's event types. A send has one delivery outcome and any number of opens and clicks.

57,683 rows; key email_event_id.

Column	Type	Empty	Range or values	Meaning
email_event_id	integer, key	0.0%	1 to 57683	The event's id.
send_id	integer, → marketing.email_send.send_id	0.0%	1 to 36742	The send the event is about.
occurred_at	timestamp, UTC instant	0.0%	2023-10-03 14:01:40 to 2026-09-30 17:32:19	When the event happened.
type	text	0.0%	delivered, open, click	deferred, delivered, bounce, open, click, unsubscribe or spamreport.
is_machine_open	boolean	65.5%	False to True	On an open, true for every open by a recipient on Apple Mail Privacy Protection: the automatic image fetch soon after delivery and any later real read alike. Empty on other event types.
user_agent	text	64.0%	Mozilla/5.0 (Windows NT 5.1; rv:11.0) Gecko Firefox/11.0 (via ggpht.com GoogleImageProxy), Mozilla/5.0 (iPhone; CPU iPhone OS 17_0 like Mac OS X) AppleWebKit/605.1.15 (KHTML, like Gecko) Mobile/15E148, Mozilla/5.0 (generic)	The user agent of an open: the reader's mail client, Gmail's image proxy, or a generic one for machine opens. Empty on other event types.
url	text	98.6%	https://pepperwind.example/c/cmp-2023-020?utm_source=pepperwind&utm_medium=email&utm_campaign=cmp-2023-020, https://us.pepperwind.example/c/cmp-2022-003?utm_source=sendmara&utm_medium=email&utm_campaign=cmp-2022-003, https://pepperwind.example/c/cmp-2023-020?utm_source=newsletter&utm_medium=email&utm_campaign=cmp-2023-020	The link clicked, with the UTM parameters set when the email was built. Empty on other event types.

email_send

One email to one customer record: a campaign message, a step of an automated flow (welcome, abandoned cart, browse abandonment, the brew guide after a purchase, review request, replenishment, win-back, sunset), or a re-permission ask. Nothing is sent to a record after a send that unsubscribed, bounced or drew a complaint.

36,742 rows; key send_id.

Column	Type	Empty	Range or values	Meaning
send_id	integer, key	0.0%	1 to 36742	The send's id.
customer_id	text, → commerce.customer.customer_id	0.0%	cus_ESbFpXpoH5C4zf, cus_3CjREDByICiHjR, cus_3eoHnIa5zcOwiW	The customer record the email went to.
sent_at	timestamp, UTC instant	0.0%	2023-10-03 14:01:27 to 2026-09-30 14:24:33	When the email was sent.
campaign_id	integer, → marketing.campaign.campaign_id	0.0%	1 to 264	The campaign or flow the email belongs to.
template	text	0.0%	newsletter_v1, launch_story, flow_welcome	The template: a campaign message's (newsletter_v1, newsletter_v2, promo_hero, promo_grid, launch_story), a flow's (flow_welcome, flow_cart, flow_browse, flow_brew_guide, flow_review, flow_replenish, flow_winback, flow_sunset) or re_permission.
to_email	text	2.2%	sverma@webmail.example, divya.jois74@inbox.example, akash.garg@usmail.example	The address the email went to: the customer's email address in force when it was sent. Empty on every send to a customer whose deletion the privacy desk completed.
message_id	text	0.0%	<20231003100127.98c7166e@mail.pepperwind.example>, <20231003100236.ddef575d@mail.pepperwind.example>, <20231003100424.2f28f821@mail.pepperwind.example>	The email's RFC 5322 Message-ID on the sending domain mail.pepperwind.example.

utm_map

One raw (utm_source, utm_medium) pair seen on tagged links, with the canonical source and channel the data team mapped it to. Use it to group the many spellings people type for one source.

176 rows; key map_id.

Column	Type	Empty	Range or values	Meaning
map_id	integer, key	0.0%	1 to 176	The row's id.
raw_key	text	0.0%	creator|influencer, influencer|influencer, shutterbloom|influencer	The raw pair as one key: utm_source|utm_medium.
raw_source	text	0.0%	creator, influencer, shutterbloom	utm_source exactly as typed, case and spacing kept.
raw_medium	text	0.0%	influencer, creator, affiliate	utm_medium exactly as typed.
canonical_source	text	0.0%	creator, natterline, newsletter	The source it maps to, for example palaver, shutterbloom, querent, newsletter, natterline, creator or referral.
canonical_channel	text	0.0%	creator, messaging, email	The channel it maps to: paid_social, organic_social, paid_search, paid_shopping, email, messaging, creator or referral.