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Customer 360 Profiles UI Documentation

Introduction

Customer Data Platform (CDP) integrates all your customer data, processes the ingested customer records, standardize these individual customer records and de-dupes the records into a single master customer record. CDP links all customer activities into a single customer profile, and enhances the profile with behavioral and predictive analytics. This is collectively referred to as the “360 degree profile of a customer” that you can leverage for all your marketing activities and customer interaction.

The CDP Customer 360 Profiles application, is designed to search and find specific customers, and to access this 360 degree profile of the customer. The search queries the data from the individual customer records, and links to the 360 profile of the customers in the search results. This functionality is also available as an API - refer to the API documentation for more details. The Customer 360 Profiles application is built to be configurable to meet unique business needs of our clients.

Searching for a customer

To find a customer, you simply need to enter the full or partial value of one or more search attributes. Currently, the following search attributes are supported:

  • First name
  • Last name
  • Email address
  • Phone number
  • Source customer number (the unique customer identifier, or primary key, that you use to identify your customers in your standard data feed)
  • Mailing address (*only the most recent mailing address per Source Customer Number)
    • Address1
    • Address2
    • City
    • State
    • Zip
    • Country

The search functionality provides a lot of flexibility, as you can search by full or partial values of one or more searchable attributes.

For instance, you can find a customer whose email is “john.doe@gmail.com” in the search results, by simply searching for the term “john” in the email address field, click on “search”.

Moreover, this allows you to find customers even when you don’t know, or aren’t sure about, their full email address/first name/last name. If you know the customer’s first name is “John”, and his last name starts with a “D”, you can search by that information in the first name & last name fields: the search results will include the records that match those criteria. You can always navigate from each search result to that customer’s 360 profile UI.

Notice that when there are multiple search results, the full list will be paginated, with 10 records per page., and the results will be sorted according to their relevance to your search (ie the closest they match your criteria, the higher in the list they are).

Searching multiple words at once

The Customer 360 search functionality is capable of searching for multiple words at once. You can provide multiple values for a search attribute and the search will look for any of those values. To take the same example as above, let’s say you know that Katharina’s last name is either “Gunnarsen” or “Guhnnarsen” or “Ghunnarsen” : you can enter all those values as “Gunnarsen Guhnnarsen Ghunnarsen” in the last name search field, then hit search. This is an OR search : it will search for all customers that have a last name equal to “Gunnarsen” OR “Guhnnarsen” OR “Ghunnarsen”.

The Customer 360 Profile

The 360 Profile of a customer contains all the data processed and augmented by CDP. The information in customer 360 profile enables you to understand the customer and make the right decisions.

Cards

It is organized into a header and “tabs”, each of which tackles a specific aspect of that customer’s profile :

  • Header (at the top of the page): the first name, last name, email address, phone number, mailing address of the customer
  • Overview: a quick overview of the information about your customer. It summarizes the data from the other tabs into the corresponding sections.
  • Profile: customer attributes, such as gender, other phone numbers, opt-out preferences, as well as most CDP calculations, including the CDP predictive models such as Likelihood to Buy, etc…
  • Journey: a detailed timeline of all interactions between your brand and this customer, across any channel including web and email, and including custom events that may be ingested into CDP. This shows the most recent events first, and you can scroll to see earlier events, or search for specific events by type or date. Some events include more information (e.g. “Cart updated” events will show you the product number of the item that was added to the cart at that time).
  • Transactions: the full list of transactions this customer placed, ordered by showing the most recent transactions first. You can scroll to see prior transactions. Each of the transactions can be expanded to see more details about the items that were purchased, the status of that transaction item, the revenue and discount for that item, etc.
  • Machine Learning (upon request): the results of CDP’s machine learning models, including:
    • Likelihood to Buy
    • Likelihood to Convert
    • Likelihood to Engage
    • Behavior Clusters
    • Product Clusters
    • Product Recommendations
  • Identities: a detailed timeline of the customer records we deduped together to obtain this master profile you are viewing, sorted by date at which they were last modified. This shows you a brief list of attributes that we think are relevant to better understand why and how they were deduped together (e.g. first name, last name, email address, postal address, etc…).
  • Cross-Brand Customer (upon request): for clients with multiple brands, this tab shows you a list of the brand-specific master customer profiles that belong to the same individual. This way you can see how this individual engages with each of your brands.
  • Household (upon request): this tab shows you a list of the customers that are in the same household as the profile you are currently viewing, with links to their own 360 Profile page. It also shows details about the Household attributes (in particular the postal address of the Household), and the calculations CDP did on the Household members, aggregating them together (sum, averages, etc…) to produce a snapshot of the Household’s overall metrics.

Note

If you have provided CDP with custom attributes for customers/ transactions/products, they will not be displayed by default. However, contact your CDP Client Success Manager so that your 360 Application can be configured to expose such custom attributes.

FAQ

When I search by email address, why does the search return a lot more results than expected?

If you type the full email address of a customer (including the domain after the @ symbol), the search will interpret this and return both the list of customers that match whatever is before the @ and the list of customers that have an email address with the domain you just entered. This behavior is expected. For instance, searching for “john.doe@aol.com” will return “john. doe@aol.com” as the first result, and then both the list of customers that have an email address starting with “john.doe” but also the customers that have an address “@aol.com”.

If you search by just the term before the “@” symbol, you will get a smaller result set.

Appendix: Sample attributes in 360 profile

Below are some of the attributes exposed in the 360 profile for specific entities. Note that these could change in future. Also configurations can change the exact list returned for your specific tenant.

Location Data element Description
Header First Name The first name of that customer.
Header Last Name The last name of that customer.
Header Email Address The primary email address for this customer.
Header Postal Address The primary address for this customer.
Header Primary Phone The primary phone number for this customer.
Overview Average Discount Rate The average discount rate this customer used in her lifetime, presented in buckets (eg. “0%-5%”, “5%-10%”)
Overview Transaction Frequency The number of transactions per year, on average, placed by that customer since her first transaction. This is a rounded number.
Overview Average Order Value The average order revenue, across that customer’s entire lifetime.
Overview Total Revenue The revenue generated by that customer over her lifetime.
Overview Total Number of Transactions The number of transactions placed by that customer over her lifetime.
Profile Gender The customer gender, as provided by your customer feed or as deduced by the CDP Data Quality Engine based on that customer’s first name.
Profile Mobile Phone The customer’s mobile phone, as provided by your customer feed.
Profile Preferences The customer’s preferences, as provided by your customer feed.
Profile Primary Store The physical store in which the customer has placed the most orders.
Profile Closest Store The closest store for that customer. This is calculated based on that customer’s primary address, and the store’s zipcode as provided in your organization feed.
Profile Primary Organization The organization (physical store, ecommerce website, etc…) in which the customer has placed the most orders.
Profile Emails sent in the last 30 days The number of emails sent to that customer in the last 30 days.
Profile Emails sent between 31 and 60 days ago Same as above, in the last 31-60 days.
Profile Emails open count in the last 30 days The number of emails that customer opened in the last 30 days.
Profile Emails open count between 31 and 60 days ago Same as above, in the last 31-60 days.
Profile Emails click count in the last 30 days The number of emails the customer clicked on in the last 30 days.
Profile Emails click count between 31 and 60 days ago Same as above, in the last 31-60 days.
Profile Web visit count in the last 30 days The number of times that customer visited your brand’s website in the last 30 days.
Profile Web visit count between 31 and 60 days ago Same as above, in the last 31-60 days.
Journey Event Date The date and time at which this event was recorded. This is set by the system of record for the given event type : e.g. an “Email Open” event date & time are obtained from your ESP, a “Cart Updated” event date & time are obtained from the CDP Webtag implemented on your website.
Journey Event Type The event’s type. There are standard event types that come from the CDP platform out-of-the-box : Email Open/Clicked, Login, On-site Search, Product Browsed, Cart Updated, Checkout. Any custom event type added to your CDP tenant by the CDP Implementation team can be surfaced here as well, please review with your CDP CSM if you need to add such an event.
Journey Event information (applies to specific Event Types) Additional information about the event, when applicable. Example : for email-related events, the name of the email campaign that the customer acted on would show up.
Journey Additional details (applies to specific Event Types) Additional details about the event, when applicable. Example : Cart Updated events can be expanded to show the SKU of the product that was added to the cart.
Transactions Sales Channel The sales channel through which the transaction was processed (e.g. “San Francisco Store”, “Web”…). This is represented by the logo on the left of the line representing the transaction in that card.
Transactions SourceTransactionNumber The identifier for that transaction, as provided by your transaction feed. This enables you to look-up that transaction in your system as needed.
Transactions Transaction Date and Time The date & time at which this transaction was placed, according to your transaction feed.
Transactions Transaction Revenue The total revenue for that transaction, according to your transaction feed.
Transactions Transaction Item Subtype The subtype of the transaction item : Demand (ie pending), Cancelled, Shipped, Returned. This is provided by your transaction item feed.
Transactions Transaction Item Shipping Revenue The shipping revenue for that item, as provided by your transaction item feed.
Transactions Product Number The identifier of the product sold in that transaction item, as provided by your transaction item feed.
Transactions Transaction Item Revenue The revenue for that item, as provided by your transaction item feed.
Transactions Transaction Item Discount The discount for that item, as provided by your transaction item feed.
Transactions Product URL The URL pointing to that product’s page on your website. You can click this link to view this product on your site.
Transactions Product Name The name of the product purchased in that transaction item.
Transactions Transaction Item Shipping Date The date at which this transaction item’s subtype changed, e.g. : when it was marked as “Shipped” or “Returned”.