Using Insight data (non-developers' guide)

Technical information is also available

This is a non-developers' guide to using our Insight data. For a more technical account of Insight data, see our guide for developers.

What is Insight data?

Insight data is storable information related to your customers’ purchasing histories and habits. It allows you to store collections of arbitrary data against your contacts via our API.

So they’re additional contact data fields, extending the contact data fields we already store?

Yes – but with the prime difference being these are transaction-based ones. Any additional keyed data you have for a contact can be stored as Insight data, with very little restriction on the type of data it can be. As a broad rule, you can store anything that is serialisable to JSON.

Just as you can currently segment upon contact data fields such as gender, age and geography, Insight data gives you the ability to segment upon types of items purchased, regularity of purchases and amount spent on purchases, for instance.

As ever, the quality of your Insight data dictates how well you can segment address books and personalise your campaigns and offers.

Dataset examples

Here are some examples of datasets that could be stored as Insight data:

  • For an auction site, a list of all bids a user has made and if they succeeded or not, including the date and time of the bid, the amount of the bid and the category and name of the item bid upon
  • For a travel agent, a list of destinations a user has visited via bookings on the site, including the number of bookings for the destination (solo, couple, family, etc.), the amount spent and the type of accommodation
  • A list of a user’s likes and dislikes

The key point is that many different types of Insight data can be stored for each contact, and structured in the way you choose.

What can I do with this data?

Once Insight data is stored against your contacts, you can use our segment tool to segment your contacts using this data and create new address books. This enables you to send targeted, personalised campaigns based upon your contacts’ transactional history, habits and/or preferences. Using the above examples, you'll be able to run segments based upon bids made, countries visited, and likes and dislikes.

For more on segmenting Insight data, read our article on Insight data segmentation.

How is Insight data stored?

This is where it gets more technical! But if you’re game and want to know more, read this developer-oriented guide on Insight data. It’s more likely, however, that you'll probably want to leave it for your developer to read and then explain to you in much friendlier terms!

How do I delete an Insight data collection?

To delete an Insight data collection, simply select the Insight data tab under Contacts > Advanced features. From here, tick the box next to the Insight data collection's name and select Delete. Please note, if the collection is being used in a segment or program, these dependencies must be removed in order to delete the collection.

Retention Policy

The Retention Policy is a tool that can be used to take the stress off of your Insight data storage limit, which can be accessed by opening the settings menu, located in the left hand navigation menu, and then selecting Account. The 'Data storage' bar contains your account's current Insight data storage space, as shown below.


If you wish to modify how often Insight data is removed from your account, select Contacts > Advanced features > Insight data and then the collection you wish to modify by selecting the Properties icon. You are then be taken to the 'Edit Insight properties' area where you will see the name of the Insight data collection, whether the automatic data expiry feature has been disabled or enabled, and the settings for the Retention Policy.


To turn the Retention Policy on, select Enabled. You then need to select the intervals at which your Insight data is be removed from your account. The time periods available are:

  • 1 month
  • 2 months
  • 3 months
  • 6 months
  • 1 year
  • 2 years
  • 4 years

The start date for the removal process is be based on either the Insight data collection's createdAt date or ModifiedDate, depending on how you've set the Retention Policy. When you're satisfied with your selections, select Save.

Should you wish to turn off the Retention Policy, simply select Disabled, then select Save.

Plan ahead

Given the nature of Insight data storage, you'll probably want to spend some time with your developer thinking about how your Insight data needs to work for you. A little bit of planning goes a long way! What sort of data do you want to store? How might you want to extend this data as you move forward?

The point to remember is that you don’t want to become backed into a corner by initiating a schema that will prove constrictive.

For example, you'll probably want to avoid entering your product ID as an integer. This won’t give you very easily identifiable information and you won’t be able to change it once it's uploaded. To change it, you'd need to start again with a new schema and re-upload all of your data to conform to it – this is definitely something to be avoided.

See also

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