Using Data in Klaviyo

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Data Objects

Generally, when thinking about using data in Klaviyo, it helps to first understand Klaviyo’s data model, i.e., what data Klaviyo collects and how it is organized. For more on this topic you can review our Data Model. For present purposes, recall that Klaviyo’s three primitive data objects are:  Profiles, Metrics, and Catalogs/Data Feeds. Below we will explain how these are used in Klaviyo.

How Data is Used

The data that is pushed into Klaviyo - i.e. data from Profiles, Metrics, and Catalogs / Data Feeds - is primarily used for two reasons:  targeting (defining who receives a message and when they receive it) and personalization (what content is rendered into the message). There are three main mechanisms in Klaviyo to enable this:

  1. Flow triggers
  2. Segmentation and conditional filters
  3. Dynamic content in messages

Part of the power of Klaviyo is how these three mechanisms can work together and interact. For example, consider a “Cart Abandonment” flow. Suppose that we want to target and personalize by applying the following logic:

  • Targeting:  Send an email one hour after someone adds an item into their cart, but only if that user has not completed a purchase since adding that item. Send people from the United States one email and people outside the United States another email.
  • Personalization:  Dynamically insert the person’s name, details about the item added to cart, and details for other recommended products based on individualized purchase histories. 

This table illustrates how different data objects would be used to enable this.

Illustrative examples of data usage

  Profiles Metrics Catalogs / Data Feeds
Flow Triggers "Birthday Flow" triggered on "Birthday" property Define trigger as Added to Cart event  
Segmentation & conditional filters Configure flow split Where 'Country' equals 'United States' Define flow filter to include anyone who Has not 'Placed Order' since starting this flow  
Dynamic content in messages Configure template to reference
{{ person.first_name }}
Configure template to reference data from the Added to Cart event, such as
{{ event.line_items.product_name }}
Configure template to include a Klaviyo product block which renders recommended products from catalog
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