Webhook Endpoint Glossary

A glossary of the fields available via Emetry webhooks.

Overview

Emetry webhooks push out real-time information to other services when a qualifying event occurs. These events are a change in the customer's segment, wine club attrition probability, risk class, or when a customer reaches a Dødsing Point. Each of these triggers can be used individually or in concert. The following fields are available via Emetry webhooks any time a qualifying event occurs. The fields fall into the following categories: General Customer Information, Customer Segments, Predictive SpendDødsing Point Intervention, and Wine Club Attrition fields.

In Zapier all fields listed will show up with "Data" at the beginning of the field name.

General Customer Information 

Client ID:  Emetry assigned identifier for a brand

CRM ID: Unique identifier (UUID) associated with the customer in some CRM's (Mostly Commerce7 Customers)

Customer Number: The number associated with the customer in some CRM's (Mostly WineDirect Customers)

ID: Unique customer identifier on the Emetry platform

First Name:  The customers first name

Last Name:  The customers last name

Address: Street Number, Street Name, or maybe PO Box or PMB (Private Mail Box)

Address2: Any additional address information beyond the Apartment, Floor, Suite, Bldg # NO

City: The city related to the customer's address (e.g. San Francisco)

State Code: The two-letter state code associated with a customers address (e.g. CA)

Zip Code: The five-digit postal code (e.g. 94559)

Data Country Code:  The country associated with a customers address (e.g. US)

Phone: customer's primary phone number

Email: customer's primary email address

Email Status: subscription status as reported in the CRM tool

Birthdate: Birthday of the customer

CRM Created Date: The date the customer was added to the CRM

Last Order Date: the date of the customer's last transaction

Lifetime Value:  The sum of the customer's historic orders

Average Order Value: The average dollar amount the customer spends per order

Top Purchased Product: The product the customer has purchased the most bottles of (e.g. 2017 Fictional Winery Cabernet)

Top Purchased Product Count: The quantity (bottles) of the "Top Purchased Product" the customer has purchased (e.g. 2)

Top Purchased Varietal: The varietal the customer has purchased the most bottles of (e.g. Cabernet Sauvignon)

Top Purchased Varietal Count: The quantity (bottles) of the "Top Purchased Varietal" the customer has purchased (e.g. 10)

Top Purchased Wine Type:  The wine type the customer has purchased the most bottles of (e.g. Red)

Top Purchased Wine Type Count: The quantity (bottles) of the "Top Purchased Wine Type" the customer has purchased (e.g. 20)

Order Count: The number of orders a customer has made in the historic record

Club Level: Wine club tier name if a customer is in a club

Membership Start Date: The date the customer joined the wine club (if the customer has been in multiple wine club tiers this field could contain multiple dates)

Membership End Date: The date the customer left the wine club (if the customer has been in multiple wine club tiers this field could contain multiple dates)

Customer Segment Fields

Segment:  The current segment associated with the customer (e.g. Consistent Buyer)

Prior Segment: The previous segment associated with the customer. (e.g. Top Performer)

Segment Change: Whether the customer moved up, down, or stayed in the same segment: "Negative" indicates the customer dropped into a lower segment, "Positive" indicates the customer moved up to a higher segment, and "None" indicates the customer stayed within the same segment.

Predictive Spend Fields 

Risk Class:  The customer's current risk class, indicating if they are predicted to spend more or less than they did in the same time frame last year.

Declining: The customer is predicted to spend less than they did in the same time frame last year.

Rising: The customer is predicted to spend more than they did in the same time frame last year. 

Stable: The customer is predicted to spend about the same as they did in the same time frame last year. 

Prior Risk Class: The customer's previous risk class status. (e.g.  Stable)

Risk Class Change: The directions change in a customer's risk class. "Negative" indicates the risk class changed in a negative direction (e.g. Stable to Declining).   "Positive" indicates the risk class changed in a positive direction (e.g. Declining to Stable). "None" indicates no change in risk class.

Total Change: Difference between the predicted spend and last-year's-spend in dollars.

Total Percent Change: Difference between the predicted spend and last-year's-spend as a percentage.

Total Projected:  The amount of money a customer is predicted to spend in the next 3 months.

Dødsing Point Intervention

Dødsing Intervention Date:  The middle of the Dødsing Point intervention window, specific to each customer.

Wine Club Attrition

The wine club attrition model runs monthly. New predictions are generated on the 2nd of each month to account for all behavior in the previous month. 

Club Attrition Probability:  The customer's attrition probability score for the current period.  (e.g. .9)

Prior Club Attrition Probability: The attrition probability score for the customer during the prior period. (e.g. .7)

Club Attrition Class: The grouping of probability scores into a classification (e.g. Endangered)

Prior Club Attrition Class: The probability score classification from the prior period (e.g. Vulnerable)

Club Attribution Change: Whether a customer's Attribution Probability changed from the prior period. "Negative" indicates the cancelation probability increased (e.g. .7 to .9).   "Positive" indicates the cancelation probability decreased (e.g. .7 to .4). "None" indicates there was no change in cancelation probability from the prior period.