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Overview
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Overview

APPS.AMS_DM_PARTY_ATTRIBUTES_V is a seeded Oracle EBS database view belonging to the Advanced Marketing (AMS) module — specifically the Oracle Marketing / Daily Business Intelligence data-mining (AMS_DM) schema family. It presents a consolidated, denormalized profile of a marketing party (customer, prospect, or contact) by joining the party detail master record with its associated time-based summary record. Its role is to expose a single row per PARTY_ID containing on-the-fly computed attributes — financial measures, targeting history, transaction behavior, service-request metrics, and interaction statistics — for use in segmentation, list generation, campaign targeting, and analytical reporting.

The view is read-only and carries no storage of its own. Because the join is an equi-join on PARTY_ID between the detail and time tables, it returns exactly those parties for which both a detail record and a corresponding time record exist.

Underlying Base Objects

The view is defined over two documented base objects, both accessed through APPS synonyms:

  • AMS_DM_PARTY_DETAILS (alias d) — supplies the core financial, demographic, targeting, transaction, contract, and service attributes for each party.
  • AMS_DM_PARTY_DETAILS_TIME (alias dt) — supplies the time-phased targeting and activity attributes keyed by PARTY_ID.

The defining query is a straight equi-join: FROM ams_dm_party_details d, ams_dm_party_details_time dt WHERE d.party_id = dt.party_id. PARTY_ID is drawn from the detail alias and serves as the sole join key. All other projected columns are non-qualified references resolved across the two source objects, with the exception of the literal NULL SEEDED_TARGET, a placeholder column that always returns NULL.

Key Columns

Common Use Cases and Queries

The view is typically consumed in segmentation and campaign list-building, where marketers filter parties by recency, frequency, and monetary value derived from the targeting and order columns. A standard filter might select high-value parties not yet contacted, or parties with declining targeting recency for re-engagement campaigns. Because SEEDED_TARGET is always NULL, it is not usable as a filter attribute and should be treated as a structural placeholder only.

  • Retrieve a single party profile: SELECT * FROM apps.ams_dm_party_attributes_v WHERE party_id = :p_party_id;
  • Identify untargeted high-value parties: SELECT party_id, gross_annual_income, num_times_targeted, days_since_last_targeted FROM apps.ams_dm_party_attributes_v WHERE num_times_targeted = 0 AND gross_annual_income > :threshold;
  • Rank parties by recent sales: SELECT party_id, tot_order_amount_3_months, tot_num_order_3_months FROM apps.ams_dm_party_attributes_v ORDER BY tot_order_amount_3_months DESC;

All queries should run with the APPS schema context or through an APPS synonym, and access should respect the security profile and AMS data-mining refresh schedules, since the underlying tables are populated by concurrent data-mining programs rather than transactional entry.