Documentation

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To better understand the Improvado Marketing Common Data Model and how it works, you can check the Improvado MCDM Overview.

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Normalization Algorithm

The mapping mechanism allows you to normalize the data coming from the data sources in a common way if the values are missing.  
MCDM data normalization works by devices, gender, age, and geo data, if any, applied to a specific recipe.
Below in this doc are the sets of values for the specific data fields.

Normalization rules are applied in priority of order:

1. The empty value (e.g., empty string or NULL) will be transformed to ```Unknown```.
2. The ```other``` and ```unknown``` values will be transformed to ```Other```.
   E.g., the device_campaign (Facebook) may return ```other``` for the device field.
   The geo_by_ads report type (Facebook) may return the ```unknown``` for the country field.
3. The value out of range of MCDM predefined range (if it is not empty, ```other``` or ```unknown``` and contains meaningful data) will be transformed to ```not identified```.

Device Normalized Values

Platform

• Connected TV
• Mobile
• Tablet
• PC
• Other
• Unknown
• Not identified

Platform normalization algorithm

Device

• iPhone
• iPad
• Android Smartphone
• Android Tablet
• Other
• Unknown
• Not identified

Device normalization algorithm

Operating system

• iOS
• Android
• Desktop
• Other
• Unknown
• Not identified

Operating system normalization algorithm

Age Normalized Values

• <18
• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• >65
• Other
• Unknown
• Not identified

Age normalization algorithm

Gender Normalized Values

• Male
• Female
• Other
• Unknown
• Not identified

Geo Normalized Values

MCDM models meet the ISO 3166-1 alpha-2 standard developed and maintained by Looker Studio. Learn more here.

All geo values are converted into country and region codes.
We use country_region_mapping, a spreadsheet with all country names/codes and region names/codes specified in a unified format.‍‍

Normalization Logic for Geo Data

1. A normalized country/region value will be added to MCDM if joined with the country_region_mapping spreadsheet values.
2. MCDM will contain raw data if the join with the spreadsheet fails. 
3. The empty or unknown value will be included in MCDM without changes.

Geo Data Normalization Example Table