Defining a data model for customer data is done by defining master segments. Master Segments (also referred to as Parent Segments) gives you an ability to build a single view of a customer, including capturing all interactions associated with your brand.  In Master Segments, you unify your customer data. When the customer data is unified, you can create customer segments without writing any SQL queries. You can personalize customer communications and conversations of any size and in any channel.

Master Segments provides an interface that professionals, who are not database designers or developers, can use to define a data model for customer data. You can use Master Segments to manage, unify, consolidate, organize, and link data from all your Treasure Data tables.

Watch this video for an overview of Master Segments:

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Attributes and Behaviors

It is possible to have all attributes and behaviors for the master segment contained within one master table. However, it is typically specified using the following types of tables:

  • Master Table

  • Attribute Tables

  • Behavior Tables

Attributes and behaviors are often linked by a common ID (typically the td_global_id or Customer ID).

Table type




contains a master list of profiles. The list is typically imported from a CRM system.


contains additional attributes of the Master Segment, and enriches the information in Master Table.

  • Demographic Information

    • age

    • gender

    • income

    • interests


contains the behaviors of the customers.

Website Visits

  • Purchase Logs

  • Support Inquiries

  • Device Usage Logs

The following schema diagram is an example of all three tables and how they are linked:

The following table schema is an example of an attribute table and behavior table linked by customer ID.

System-Generated Entities in Master Segment

Master Segments automatically creates entities within your accounts. Do not edit or modify these system-generated entities, otherwise the creation process will fail. Example master segment system-generated entities:

  • Database: cdp_audience_(AUDIENCE_ID)

    • Table: customers

    • Table: partitioned_customers

    • Table: behavior_(XYZ)

    • Table: activities

    • Table: cdp_new_web_access_(SEGMENT_ID)

  • Workflow: cdp_audience_(AUDIENCE_ID)

Master Segment Data Enrichment

In Master Segments, you can enrich your data by adding specific td_ columns to either the attribute or behavior tables. The inclusion of one of the following td_ columns triggers some automatic actions by Treasure Data:


  • td_client_id

  • td_ip

  • td_host

  • td_path

  • td_title

  • td_description


  • td_user_agent

  • td_url

  • td_ip

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