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Modeling concepts


A market typically refers to a specific geographical region where the collective user behavior is relevant, and the retailer offers a similar assortment of products or services. In Elevate, this concept is represented by a unique market identifier, which is required for nearly all types of requests. Product data, content, and behavioral statistics are all linked to one or more markets. A market supports one or more locales.

Market identifier conventions

  • Market identifiers must be consistent across all integration points
  • Markets identifiers are case-sensitive
  • All product data and content keys belonging to a market must be unique
  • All product data and content keys must be consistent across all markets, e.g. a product with the same key on different markets are assumed to be the same for all intents and purposes.


A locale is a language and country combination, that enables correct handling and analysis of text content. The following locales are currently supported:

cs-CZ, da-DK, de-AT, de-CH, de-DE, el-GR, en-001, en-CA, en-GB, en-IE, en-US, es-ES, es-MX, et-EE, fi-FI, fr-BE, fr-CA, fr-CH, fr-FR, hr-HR, hu-HU, is-IS, it-CH, it-IT, ja-JP, ko-KR, lt-LT, lv-LV, nb-NO, nl-BE, nl-NL, nn-NO, pl-PL, pt-BR, pt-PT, ro-RO, ru-RU, sv-FI, sv-SE, and zh-CN.

Product data

The data feed is mainly composed of product data. How Elevate handles the data feed depends on the feed operations included in the file that is imported.

An online retailer often sells articles in different colors or styles, and in different sizes or configurations. To describe an article and its properties, Voyado Elevate utilizes a model with three levels.

The first level is the product group (the overall article), the second level is the product (the style or color), and the third level is the variant (the SKU/size/configuration). The product is what is shown in a search result. Consider the image below where the different type of ladies tops are product groups, the colors of the different types are the products, and the sizes of the products are the variants.

Data model concept - product groups, products, and variants

The properties of the articles, i.e. the product attributes, are also segmented. Overarching properties such as brand and department are at the product group level, while attributes such as images and material are at the product level. Attributes as size, price, cost, and availability are at the variant level.


Content items enable visitors to search for content on the site, such as FAQs, shipping and contact information.


This online publication is intellectual property of Voyado Lund AB. Its contents can be duplicated in part or whole, provided that a copyright label is visibly located on each copy and the copy is used in conjunction with the product described within this document.

All information found in these documents has been compiled with utmost attention to detail. However, this does not guarantee complete accuracy. Neither Voyado Lund AB nor the authors shall be held liable for possible errors or the consequences thereof.

Software and hardware descriptions cited in these documents might be registered trademarks. All trade names are subject to copyright restrictions and may be registered trademarks. Voyado Lund AB essentially adheres to the manufacturer’s spelling. Names of products and trademarks appearing in this document, with or without specific notation, are likewise subject to trademark and trade protection laws and may thus fall under copyright restrictions.