Flattened data is information stored in Individual records.
Flattened data should be used when reporting on specific answers to questions. In some cases, flattened data is not updated live. Some examples of flattened data that are not updated live are: custom demographics, which update in an overnight job and weighted values associated TouchPoint responses, this data is populated by a queue system that feeds updated TouchPoint responses through every few minutes.
Unflattened data is all data in an enterprise stored in "Question/Answer" pair format.
Unflattened data should be used when aggregating (totaling) data. Unflattened demographic data is available in real time. Unflattened TouchPoint responses are not available in real time. They are populated by a queue system that feeds updated TouchPoint responses through every few minutes.