Core Concepts

Party Types

In Thalamus, a party can be one of the following entities:

Person

This refers to an individual who buys the final product, such as a consumer, a store employee, or a distributor's owner.

Location

This is a physical place where the product is distributed, such as a supermarket, a bar, or a kiosk.

Company

This is an entity that sells the product, characterized by a business name, a CUIT (tax ID), and a unique location.

Partner

A Partner is a specialized party type that provides enhanced functionality beyond that of a standard Company. While a Partner's default profile fields are the same as a Company's, they are often created as a Company with a specific "Partner status" assigned.

The key to a Partner's unique role lies in its specific capabilities, which include:

• File Importer & SKU list: A Partner has its own dedicated File Importer for transferring data and a separate SKU list for managing its products.

• Datasource Creation: They are essential for creating datasources, which are connections used to link an external FTP host to Thalamus for data transfer.

• Ownership: A Partner can act as the owner of other parties, which grants them a higher level of control and administrative oversight

Interaction

An interaction is an action a customer takes via a "touchpoint." A touchpoint is any point of contact between a customer and a company (e.g., website, email, social media, physical store).

All interactions are classified into specific categories. This helps in organizing data and understanding customer behavior at a higher level.

Thalamus comes with a standard set of common interactions already built-in.

A key feature of Thalamus is its flexibility. Users can create new, custom interactions to fit their specific marketing strategies.

More information about interaction

Touchpoint

A touchpoint is any location, either digital or physical, where a consumer interacts with a brand or company.

• Digital: websites, mobile apps, etc.

• Physical: promoters, a call center, etc.

More information about touchpoint

Campaign

A campaign is a mechanism for grouping and organizing all activities and communications conducted throughout a marketing program

Activity

An activity represents a brand's action with a specific interaction mechanic.

Communication

A communication is any message sent to a consumer via one or more channels, such as an email newsletter or an SMS message.

These are classified into two primary types: manual and automatic.

• Manual communications are sent at a scheduled time to a specific audience.

• Automatic communications are triggered and sent in response to a consumer's action or a specific system event.

Market Structure

The market structure in Thalamus is organized hierarchically, allowing for the precise management of products and brands. This structure moves from the broadest competitive entities down to the most specific product representation, with each level providing context for the one below it.

• Competitive Market Company: This refers to a company that competes in the market.

• Competitive Market: This defines the strategic market where different brands compete.

• Brand Family: The umbrella brand that houses several related individual brands.

• Brand: A distinct brand that exists at a lower level within a brand family.

• Product: A specific item that belongs to a particular brand.

• SKU (Stock Keeping Unit): The most granular and specific representation of a product, often including details like size, color, and promotional status.