Silverpop Universal Behaviors and the Relational Table API

The Silverpop Universal Behaviors database and the Relational Table API enable you to create queries about visitor behavior and use the data for precise email targeting.

What is Universal Behaviors?

The Universal Behaviors database stores large volumes of transactional data about visitor behaviors, similar to Webtrends data. You can build queries on a wide variety of behaviors to increase the precision of your targeted emails. Universal Behaviors tables are pre-defined, so in order to match the columns in Action Center, you need to know the specifics of those tables. Action Center is aware of those columns will help you match them.

What is the Relational Table API?

The Relational Table API is Silverpop's API for inserting rows of data to enable personalization and triggered emails. Like Responsys and ExactTarget, the Relational Tables can have any definition.

How do I use Universal Behaviors and Relational Tables?

You can use Universal Behaviors or Relational Tables, or both both at the same time. If you want us to send data into both, then Action Center will look for column name matches in both Universal Behaviors and Relational Tables and, if found, insert the data. If no matches are found, no data is inserted. If a column name is common to both (such as Product Name, for example), then data is inserted from both APIs into the column. If a column name is found in only one (Universal Behaviors or Relational Tables), then the data is inserted there. When using Universal Behaviors and Relational Tables together, ensure that you have your data columns set up and named so that you know where data is being sent.

See Webtrends Event Types for Universal Behaviors and Relational Tables for definitions of the tables.