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Overview
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Overview

The AMS_CELLS_ALL_B table is a core data structure within the Oracle E-Business Suite Marketing (AMS) module, specifically in releases 12.1.1 and 12.2.2. It serves as the primary repository for the definition of marketing cells, which are more commonly referred to as Segments in the application's user interface. A segment is a fundamental concept in Oracle Marketing, representing a targeted group of customers or prospects defined by specific criteria. These criteria are typically built using one or many Oracle Discoverer workbooks or worksheets, which are linked to the cell definition. The table supports a multi-organization structure, as indicated by the '_ALL_' suffix, allowing segment definitions to be shared or partitioned across operating units.

Key Information Stored

The table's primary identifier is the CELL_ID, a system-generated unique key. A critical business identifier is the CELL_CODE, which is also enforced as unique (UK1) and likely represents a user-defined segment identifier. The table stores metadata essential for segment management, including the PARENT_CELL_ID, which enables hierarchical segment structures, and the OWNER_ID, linking to the JTF_RS_RESOURCE_EXTNS table to designate the resource responsible for the segment. Other columns, though not explicitly listed in the excerpt, would typically include attributes such as creation date, last update date, start and end dates for the segment's active period, status, and descriptive fields managed in the corresponding translation table, AMS_CELLS_ALL_TL.

Common Use Cases and Queries

This table is central to segmentation operations. Common use cases include generating a list of all active segments for a campaign, analyzing segment hierarchies, and auditing segment ownership. A typical query might retrieve segment details for reporting or integration purposes. For example, to list segments with their owners, one might use:

  • SELECT c.cell_id, c.cell_code, r.resource_name
  • FROM ams_cells_all_b c, jtf_rs_resource_extns r
  • WHERE c.owner_id = r.resource_id
  • AND c.arc_used_by = 'CELL' -- Example of a common filtering column
  • AND SYSDATE BETWEEN nvl(c.start_date, SYSDATE) AND nvl(c.end_date, SYSDATE);

Another critical use is during list generation for campaigns, where the segment definition stored here is executed to populate a target list.

Related Objects

The AMS_CELLS_ALL_B table has integral relationships with several other AMS tables, as documented by its foreign key constraints. Key related objects include:

  • AMS_CELLS_ALL_TL: Joined via CELL_ID, this table holds translated descriptive information (e.g., name, description) for the segment.
  • AMS_CELLS_ALL_B (Self-Referential): The PARENT_CELL_ID column references the CELL_ID in the same table, enabling parent-child segment hierarchies.
  • JTF_RS_RESOURCE_EXTNS: Joined via OWNER_ID, this links the segment to its owner/resource.
  • AMS_ACT_DISCOVERER_ALL: References this table via ACT_DISCOVERER_USED_BY_ID, linking the Discoverer workbook definitions used to build the segment.
  • AMS_ACT_MARKET_SEGMENTS & AMS_PARTY_MARKET_SEGMENTS: Both reference CELL_ID (as MARKET_SEGMENT_ID), linking the segment definition to activity-specific and party-specific segment assignments.
  • AMS_LIST_SELECT_ACTIONS: References this table via INCL_OBJECT_ID for list generation rules that include this segment.