Insight data allows you to store collections of arbitrary data against your contacts or account using integrations, our API, or the scheduled data importer.
The exception to this is Web behavior tracking data, which is passed into Dotdigital through a script placed on your website.
The data is historic and layered, enabling you to have multiple records against one contact. You can store site visits, orders, bookings, consent, and much more. As a broad rule, you can store anything that can be serialised to JSON.
Types of Insight data collections
Account-level vs contact-level Insight data
Insight data records can be stored at either an account level or a contact level.
For example, catalog or product data doesn’t need to be associated to a particular contact, so this would be account-scoped Insight data. However, data about purchases made through your website does need to be associated to the record of the contact who made the purchase, so this data is contact-scoped.
Learn more about AccountInsight.
Standard Insight data collections
The standard Insight data collections you can use in your account are:
Collection type | Description |
CartInsight | Used to power our Abandoned cart feature.
Learn more in the Abandoned Carts section of the Help Centre. |
Catalog/product data | Product data for your store, including images, URLs, SKUs, and descriptions.
Some of our ecommerce integrations also sync product category data. Learn more in Product and category Insight data. |
ConsentInsight | Consent is an agreement between you and your contacts about your intentions with their personal data.
Learn more in Record consent for your contacts. |
OrderInsight | OrderInsight is stored information related to your customers’ purchasing histories and habits.
Learn more in the section Order Insight data schema. |
Reviews.io data | Store review data to power Reviews.io App blocks in Easy Editor.
Learn more in Add Reviews.io App blocks to your campaigns. |
WebInsight | Web behavior tracking data provides greater insight into how customers and prospects interact with your website, meaning you can deliver even more relevant and effective content.
Learn more in the Web behavior tracking section of our Help Centre. |
WishlistInsight | Allows you to store product wishlist data for your contacts.
Learn more in the section Wishlist Insight data schema.
You can also sync wishlist data directly through our Magento/Adobe Commerce connector. |
Forms Insight data | Survey or form responses stored as Insight data collections.
Learn more in Convert form answers into Insight data. |
Custom Insight data
You can store anything that's serialisable to JSON in a custom Insight data collection. Insight data requires that data stored in a single collection is similarly structured. Each collection may have a different schema, allowing you to store a variety of different data against contacts.
Schemas are defined implicitly when you upload data for the first time, meaning any data you subsequently add to the collection must follow the same schema as the first data set you used to create the collection. Data schemas are extendable but not editable; you can add additional fields to a schema, but you can’t change the fields already defined.
CustomInsight is useful when there is a need to store structured information, especially when there may be duplicate sets of that information, as a contact can have an infinite number of Insight records.
Insight data display
The Dotdigital interface can only display a maximum of 1000 records for a particular Insight data collection per contact.
For contacts with more than 1000 records in a single collection, data is still collected and available to use, but is not displayed in the platform interface.
For example, you could use a custom Insight data collection to store:
Memberships or subscriptions
Insurance plans
Quotes
Learn more
Learn more in the Insight data section of our Help Centre.
For more technical guidance, see the documentation in our Developer Hub.
How you are charged for Insight data
If you need help understanding your Service Agreement or account terms, contact your Customer Success representative.
For billing purposes, we classify Insight data as either non-billable or billable.
Non-billable Insight data collections are our standard Insight data collections. You don’t pay any additional charges for storing Insight data records of this type.
For standard collections, we provide a data schema for you to adhere to, to ensure that your data works seamlessly to power all the related features in Dotdigital.
Billable Insight data collections are custom Insight data collections, which allow you to store data in a schema that you define. These are charged per Insight data record. The cost per record is detailed in your Service Agreement.
If you're on our CXDP package, you don’t pay additional charges for custom Insight data.
✔️Included in your package allowance | ➕Available for an additional charge
| Email & SMS Marketing basics | Email & SMS Marketing | CXDP | Accelerate (Legacy) | Amplify (Legacy) |
cartInsight | ✔️ | ✔️ | ✔️ | ✔️ | ✔️ |
wishlistInsight | ✔️ | ✔️ | ✔️ | ✔️ | ✔️ |
orderInsight | ✔️ | ✔️ | ✔️ | ✔️ | ✔️ |
consentInsight | ✔️ | ✔️ | ✔️ | ✔️ | ✔️ |
webInsight | ✔️ | ✔️ | ✔️ | ✔️ | ✔️ |
Product data (Catalog data) | ✔️ | ✔️ | ✔️ | ✔️ | ✔️ |
Reviews.io data | ✔️ | ✔️ | ✔️ | ✔️ | ✔️ |
Forms Insight data | ✔️ | ✔️ | ✔️ | ✔️ | ✔️ |
Custom Insight | ➕ | ➕ | ✔️ | ➕ | ➕ |
If you are on an older legacy account package not included above, you must contact your Customer Success representative to discuss which Insight data collections are included in your package allowances.