At the heart of Cortex is an Artificial Intelligence engine that powers all of the decision making for your automated campaigns. This AI is always hungry, and it's hungry for data. If the engine doesn't get enough data, or gets bad data, it will fail to perform its jobs correctly. Understanding what data Cortex needs, where that data comes from, and how that data is processed is important for any marketer using Cortex.
What data does Cortex need?
Cortex needs two types of data: user data and item data. User data includes demographics, on-site activity, and purchases. Item data includes IDs, names, descriptions, and images.
How does Cortex get data?
What does Cortex do with my data?
Cortex uses your data to build models, and uses those models to predict user preferences and run your automated email campaigns. For example:
- Using customer information, Cortex is able to build a model of demographics and user actions that often lead to a purchase. Users who fit into this model have "high purchase intent" and will receive stages like "New + High Intent" and "Ready To Buy."
- Using item data and user data Cortex is able to build item preference models, to accurately target users with the products they are most likely to purchase
- Using on-site tracking and order data, Cortex is able to see which users need to receive stages like Cart Abandon, Browse Abandon, and Follow-Up.
- Using item data Cortex knows when to send stages like New Arrivals and Item Back In Stock.