Overview of data in ODP

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After you import your data to ODP, take some time to familiarize yourself with the ODP data structure.

The following diagram shows the various tools in the ODP application, and how you can use each tool to optimize your e-commerce and customer data.


Use lists to organize your customers and make targeted communication easier. Lists differ from other organizational tools, such as segments, because they account for sources that ODP cannot actively monitor, such as tradeshow sign-ups. Learn more.


Use segments to filter your customers based on who they are or what they have done to refine your reports and to make your email campaigns (legacy) more targeted. Learn more.


Use behaviors to model a series of customer actions about the way customers interact with your brand. You can use these in segments and email personalization (legacy). Learn more


Use filters to characterize a collection of events and further refine reports, segments, behaviors and email campaigns (legacy). Learn more.

Campaign emails (Legacy)

Use your lists, segments, behaviors and filters to send emails and impact your campaign by making it more personalized. Learn more about campaign basics and email personalization.


Use reports to reflect on your campaign strategy and benefit from the application of segments and filters. Learn more about the company overview report, attribution reporting and custom reporting.