This article describes how to work with the AudienceDB and EventDB offerings of Tealium DataAccess.

The services described in this article must be activated for your account. For additional information, contact your account manager.

This article covers the following topics:

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How It Works

AudienceDB and EventDB services are used to store your structured audience and event data in a Postgres-like database (Amazon Redshift). From Amazon Redshift, you can then query and analyze the data directly using your preferred SQL client or Business Intelligence (BI) tool. 

Tables, Views and Normalized Views

When a service is activated, a database is created in Amazon Redshift to store your data. The columns in the tables are named according to the attribute type and the internal attribute ID. For example, if you have a badge attribute with an internal ID of "30", the table will contain a column named "badge_30". Views and normalized views of data are created to make it easier to write queries. The normalized view is similar to the view but with the attribute ID omitted from the field name.

  • Tables
    Standard tables have columns named after the attribute type and the attribute ID.
    Example: "badge_30"
  • Views
    Table names appended with  "_view" have user-friendly column names with attribute IDs.
    Example: "visitor - badge - fan (30)"
  • Normalized Views
    Table names appended with "_view_normalized" have user-friendly column names without the attribute IDs. 
    Example: "visitor - badge - fan"

The views also simplify the process of running queries with aggregations such as  SUM() , MIN(), and MAX().

Visit/Visitor Data

Visit and visitor attributes are stored in database table columns according to their attribute type and name.  Each table is keyed using a visit_id or visitor_id. Database views have been created for each table to make it easier to write queries.

AudienceDB Tables

The following tables are available for visit and visitor data:

  • Visit/Session Data: visits
  • Visitor Data: visitors

In addition, the following tables exist for special attribute types:

  • Arrays: visit_arrays, visitor_arrays
  • Set of Strings: visit_lists, visitor_lists
  • Tally: visit_tallies, visitor_tallies

For detailed information, see the AudienceDB Data Guide.

Event Data

For tables containing event data, event data includes event attributes for all events in the event feed. Table columns are named according to the attribute type and name, with only some attributes referencing internal ID's. Standard Universal Data Object (UDO) variables are named with a "udo_" prefix and most column names match their corresponding attribute names eg. "udo_event_name".

Event data coming from the Tealium collect tag also includes information about which tags executed on the page and page performance metrics.

For additional information, see Live Events and Feeds.

EventDB Tables

The following tables are available for event data:

  • Event Feed Data: events_{FEED}

Enabling Data Storage

  • Attributes
    Data storage is controlled at the attribute level. Event attributes and visit/visitor attributes have a checkbox that determines if it will be stored in the database. Simply edit the attribute and toggle the checkbox on or off to include or omit the attribute from the database. See: Using Attributes
  • Audiences
    All audiences are stored in AudienceDB.
  • Event Feeds
    Event feeds must be configured for the data to be stored in EventDB. EventDB also collects preloaded attributes. Although preloaded attributes cannot be edited from the Attributes screen, you can adjust the preloaded attributes that are stored in EventDB through the DataAccess Console.

    It is recommended to only enable EventDB for the specific event feeds that you need since the amount of data can become quite large depending on your volume

    For additional information, see Live Events and Feeds.

Adjusting Preloaded EventDB Attributes

Use the following steps to adjust which preloaded attributes are stored in EventDB:

  1. Navigate to DataAccess > EventDB.
  2. Click Show EventDB Attributes.
  3. Check or uncheck attributes to add or remove them from EventDB.
    All all attributes are checked by default.
    EventDB Attributes.jpg

    DOM attributes, such as URL, domain, referrer, and user agent are always sent and cannot be excluded.

  4. Click Save. 

Adjusting AudienceDB Attributes

Use the following steps to adjust which visitor attributes are stored in AudienceDB:

  1. Navigate to DataAccess > AudienceDB.
  2. Click Show AudienceDB Attributes.
  3. Check or uncheck attributes to add or remove them from AudienceDB.
  4. Click Save. 

Database Credentials

You must use a third-party tool with Postgres support to connect to your database. These tools require authentication credentials to connect, which are provided in the DataAccess Console.

Getting Database Authentication Credentials

Use the following steps to get the database authentication credentials:

  1. Navigate to DataAccess > EventDB.
  2. Click Get DB Connection Details.
    The following fields display:
    • Username
      The username for the database connection, usually a combination of your account/profile names.
    • Password
      The password to connect to the database.

      Save and securely store the password for later use. The password cannot be retrieved once you close the dialog box.
      If you lose the password, you can regenerate a new one, but it will invalidate all previous connections that used the old value.

    • Database
      The name of the database, usually the name of your account.
    • Host
      The host name of the database server, specific to your data storage region.
    • Port
      The port number for the connection.
  3. Obtain the needed information and save for future use.