Some of the relevant terms used throughout our Guest Data Platform (GDP) technical documentation are listed below with brief definitions. Additional details, context, and use cases will be covered later in this series of content.
- Identify Events: Method for adding or updating descriptors or identifiers associated with a guest profile.
- Track Events: Method to record interactions a guest has with a brand and associate them with their guest profile.
- Default Properties: Reserved fields tied to a guest.
- Custom Properties: Any other field passed in via Identify or Track events.
- uuid: System generated unique user id.
- GDP Dashboard: GDP front end user interface, allowing brand access to guest data stored via Identify and Track events.
Olo GDP consists primarily of two components that make up the data model: Identify events and Track events.
- Identify events store descriptors for guests such as their Name, Email, and Birthday.
- Track events store guest interactions with a brand such as Order Completed, Loyalty Program Joined, Party Seated, Survey Completed, Automation Completed, and Gift Card Purchased. Additionally, properties associated with an event like Order Total, Order ID, Loyalty ID, and Redemption Status can be stored as part of the Track event.
Each aspect of the GDP data model is intended to capture categorized data points in order to create a unified view of a guest.
Integration with Olo GDP is simplified through its default configuration offerings. Off-the-shelf, Default Properties are designed to handle commonly used fields often required by customers. Additionally, the configuration of Custom Properties stores any other pertinent information that a vendor or customer-specific use case requires. When Identify events and Track events are combined, even greater analysis, guest segmentation, and personalized guest engagement are possible with Olo GDP.
Identify - Who Are You
Identify events are composed of unique data elements that can identify a user. Default Properties include email address, phone number, and uuid. Custom Properties are defined by specific use cases and integrations and are, essentially, limitless. Some examples of Custom Properties include Loyalty Tier, Subscriber Status, Guest-Selected Preferred Location, Gender, and Menu Item Preferences.
In order to connect this data to a guest and submit this data to GDP, you will need to call the /identify endpoint. By calling POST Update Guest Identity API, you can create or update a guest profile.
Upon receiving a successful response, guest profile creation is considered to be in process. Note that multiple Identify events can be created and stored in the GDP for a single guest. Guests interact with brands through various sources and each could capture varying data points, which are then sent to GDP via Identify events. These translate into multiple guest profiles existing simultaneously in GDP.
Off-the-shelf, the Identities feature offers brands a solution to this problem. More information can be found within the Key Features section.
Track - What Are You Doing
Track events represent any interactions a guest has had with a brand. These data points are meant to provide greater context around each action taken by a guest. Track events are displayed by GDP on the Guest Timeline and can also be queried through the Events API. Off-the-shelf, GDP supports a number of default first-party Track events with built-in integrations.
Alternatively, customers or vendors can build integrations directly to GDP and send through applicable Track events based on their defined use cases. Example Track events include: Order Completed, Party Seated Completed, Survey Completed, Reward Redeemed, Loyalty Program Joined, Guest Checked-in, and Automation Completed.
Track events are submitted by accessing the /track endpoint. By calling POST Track Guest Events API, you can update each new guest interaction. Note that Track events must include an associated identifier, pairing a guest to that track event in GDP.
Using Identify & Track Together
The true power of GDP is realized when both Identify and Track are used together. Capturing individual brand interactions while mapping them back to define who that guest is assists in creating a more in depth guest profile.
| Use Case: Utilize Identify & Track | |
|---|---|
| Background |
Over time, a guest has interacted with a brand through various touchpoints such as ordering in-restaurant, ordering online or in a mobile app, participating in brand loyalty or subscription programs, and completing a survey they were sent regarding their experience. |
| Considerations | Guest profiles are formed as guests continue to engage with brands, allowing GDP to capture and display relevant activity. |
| Solution | The guest has established multiple identifiers and completed several interactions through submission of Identify and Track events in GDP. These descriptors and events are unified under a single guest profile, giving the brand a definitive view of guest interactions along the way. |
Brand Interaction Timeline
As highlighted in the above use case, a guest can interact with a brand across disparate integration points. A sample guest timeline is represented below:
GDP Guest Profile
Individual interactions are stored, consolidated, and organized in the form of a guest profile.
Diagram 1: GDP guest profile with example data from Brand Interaction Timeline.
Accessed via the Olo Engage Dashboard, brands can view a comprehensive list of Identify and Track events logged over time. This visualization demonstrates how effective GDP can be when utilized correctly. Consistent brand usage of Identify and Track events leads to seamless identification of guest trends, behavior, and historical interactions.
Learn more about how brands benefit from these capabilities in the next article, Key GDP Features.