| Attribute | Description | Physical Name | Domain | Data Type | Foreign Key Table |
| ChannelID (PK) | Token Identifier for a channel instance | ID_CHNL | Identity | integer | |
| Description | Business description of a channel | DE_CHNL_DSCR | DescriptionShort | varchar(255) | |
| TouchPointID (AK)(FK) | Token ID for a given touch point. | ID_TCH_PNT | Identity | integer | TouchPoint(LU_TCH_PNT) |
| TargetingTypeCode | A code that designates how the media is targeted. Valid values include: MASS - broadcast one way TARGETED - Intended for a specifically defined audience | CD_TGT_TYP | Code | varchar(20) | |
| ContentOriginCode | Source of the creative content presented using the media. Valid values include: 3RD_PTY - created by ad agency or other external party OWNED_MEDIA - created by retailer or product supplier USER_GENERATED - created by customers, prospects, ex customers outside the organization with no editorial control. | CD_CNTN_ORG | Code | varchar(20) | |
| OnLineOffLineCode | Code that indicates if the media is ONLINE (internet based) or OFFLINE (non-internet based). | CD_ON_LN_OFF_LN | Code | varchar(20) | |
| CommunicationMode | Indicates the nature of communication that happens in the channel. Valid values are: SYNCHRONOUS - two way like phone conversation ASYNCHRONOUS - one or two way like email | CD_COM_MOD | Code | varchar(20) | |