Exact Target – Data Extensions

Data Extensions:

Data Extensions are used to hold extra data which relates to a subscriber. The information is matched to the subscriber by a common field value. Using data extensions, we can relate data to subscribers which does not have a one-to-one relationship.

For example, the Exact Target subscribers list contains the information field Email Address. Suppose we wanted to have a list of all purchases made by each subscriber. We can first make a data extension containing email addresses  and customer ID’s. Then we can create another data extension containing customer ID’s and purchase information (Data, Item, Brand, Amount, etc.). The two data extensions can then be connected by a data relationship.

Data Relationships:

Data relationships are used to connect information between data extensions. From above, we had created two data extensions. One matching emails to customer ID’s, and the other listing purchase information associated with customer ID’s. Using a data relationship we can link the two data extensions.


After the data extensions are linked, we can pull data from the extensions to populate email content by writing AMP script calls.

AMP script is a scripting language that is embedded within HTML emails and text emails.The Exact Target system processes the script at the point where it is included in the email to render content on a subscriber-by-subscriber basis. Therefore, one HTML email can turn into many different personalized emails!



Posted under Uncategorized by andrew on 23rd July, 2012

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2 comments + Add a comment

July 25, 2012 at 10:17 am

Very useful option!

Greg Sobiech
July 25, 2012 at 3:27 pm

Super helpful Andrew, thank you!

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