Datasets:

misatadata
/

pepperwind

# 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](#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](#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](#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](#campaign_message) | 1,024 | One scheduled email of a campaign to one market's subscribers or a segment of them. |
| [consent](#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](#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](#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](#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-<year>-<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 <market> \| <theme> <year> \| <role>. |
| `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. |

	# 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](#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](#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](#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](#campaign_message) \| 1,024 \| One scheduled email of a campaign to one market's subscribers or a segment of them. \|
	\| [consent](#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](#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](#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](#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-<year>-<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 <market> \\| <theme> <year> \\| <role>. \|
	\| `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. \|