In Customer Data Platform (CDP), you can leverage the 360-degree profile for all your marketing activities and customer interactions.
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 process queries data from individual customer records, and links to the 360 profile of the customers in the search results. This functionality is also available as an API. For more information, see Customer 360 Profiles API Documentation. 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 must enter the full or partial value in one or more search attributes. Currently, the following search attributes are supported:
| Attribute | Description |
|---|---|
| First name | The first name of the customer. |
| Last name | The last name of the customer. |
| Email address | The email address of the customer. |
| Phone number | The phone number of the customer. |
| Source customer number | The unique customer identifier or primary key that you use to identify your customers in your standard data feed. |
| Mailing address | The most recent mailing address of the customer as per the source customer number.
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The search functionality provides a lot of flexibility as you can search by full or partial values of one or more searchable attributes. For example, to find a customer whose email is “john.doe@gmail.com”, you can search for the term “john” in the email address field and click Search.
You can select the Exact Match Only checkbox to search for the exact name of the customer.
You can also find customers even when you do not know their full email address, first name, or last name. If you know that the first name of the customer is “John” and the last name starts with a “D”, you can search by adding that information in the First name and Last name fields. The search results include the records that match those criteria. You can navigate from each search result to that customer’s 360 profile UI.
For multiple search results, the full list is paginated with 10 records per page, and the results are sorted according to their relevance to your search, that is, the closest they match your criteria, the higher they are in the list.
Searching multiple words at once
The Customer 360 search functionality can search for multiple words at once. You can provide multiple values for a search attribute and the search looks for any of those values. For example, if you want to search for customer and you know that their first name is Katharina and last name is either “Gunnarsen” or “Guhnnarsen” or “Ghunnarsen”, you can enter all those values as “Gunnarsen Guhnnarsen Ghunnarsen” in the Last name field and click Search. This is an OR search that searches for all customers that have a last name equals to “Gunnarsen” OR “Guhnnarsen” OR “Ghunnarsen”.
360 Profile of a customer
The 360 Profile of a customer contains all the data processed and augmented by CDP. With this information, you can understand the customer and make the right decisions.
Cards
A card is organized into a header and multiple tabs, each of which tackles a specific aspect of that customer’s profile.
- Header: The top part of the card that shows the first name, last name, email address, phone number, and 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, and most CDP calculations, including the CDP predictive models such as Likelihood to Buy.
- 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. For example, “Cart updated” events 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. You can expand each transaction to view more details about the items that were purchased, the status of that transaction item, the revenue and discount for that item.
- 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 when they were last modified. This shows you a brief list of attributes that are relevant to better understand why and how they were deduped together. For example, first name, last name, email address, and postal address.
- Household (upon request): 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 such as postal address, and the calculations CDP did on the household members, aggregating them together (sum, averages) to produce a snapshot of the household’s overall metrics.
Note
If you have provided CDP with custom attributes for customers, transactions, and products, they are not displayed by default. However, you can contact your CDP customer value manager (CVM) to get your 360 Application configured to display such custom attributes.
FAQ
When I search by email address, why does the search return a lot more results than expected?
This behavior is expected. If you type the full email address of a customer, including the domain after the @ symbol, the search returns:
- The list of customers that match the text before the @
- The list of customers that have an email address with the domain you entered
For example, if you type “john.doe@aol.com” the search returns “john. doe@aol.com” as the first result, and also returns:
- The list of customers that have an email address starting with “john.doe”
- The list of customers that have an address “@aol.com”
If you search by the term before the “@” symbol, you get a smaller result set.
Sample attributes in 360 profile
The following are some of the attributes exposed in the 360 profile for specific entities. These attributes can 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 the customer. |
| Header | Last Name | The last name of the customer. |
| Header | Email Address | The primary email address of the customer. |
| Header | Postal Address | The primary address of the customer. |
| Header | Primary Phone | The primary phone number of the customer. |
| Overview | Average Discount Rate | The average discount rate the customer used in their lifetime, presented in buckets. For example, “0%-5%”, “5%-10%”. |
| Overview | Transaction Frequency | The number of transactions per year, on average, placed by the customer since their first transaction. This is a rounded number. |
| Overview | Average Order Value | The average order revenue across the entire lifetime of the customer. |
| Overview | Total Revenue | The revenue generated by the customer over their lifetime. |
| Overview | Total Number of Transactions | The number of transactions placed by the customer over their lifetime. |
| Profile | Gender | The customer gender, as provided by your customer feed or as deduced by the CDP Data Quality Engine based on the first name of the customer. |
| 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 the customer. This is calculated based on the customer’s primary address, and the store’s zip code as provided in your organization feed. |
| Profile | Primary Organization | The organization (physical store, ecommerce website) in which the customer has placed the most orders. |
| Profile | Emails sent in the last 30 days | The number of emails sent to the customer in the last 30 days. |
| Profile | Emails sent between 31 and 60 days ago | The number of emails sent to the customer in the last 31-60 days. |
| Profile | Emails open count in the last 30 days | The number of emails that the customer opened in the last 30 days. |
| Profile | Emails open count between 31 and 60 days ago | The number of emails that the customer opened in the last 31-60 days. |
| Profile | Emails click count in the last 30 days | The number of emails that the customer clicked in the last 30 days. |
| Profile | Emails click count between 31 and 60 days ago | The number of emails that the customer clicked in the last 31-60 days. |
| Profile | Web visit count in the last 30 days | The number of times the customer visited your brand’s website in the last 30 days. |
| Profile | Web visit count between 31 and 60 days ago | The number of times the customer visited your brand’s website in the last 31-60 days. |
| Journey | Event Date | The date and time when this event was recorded. This is set by the system of record for the given event type. For example, an “Email Open” event date and time are obtained from your ESP, a “Cart Updated” event date and 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. If you need to add such an event, contact your customer value manager (CVM). |
| Journey | Event information (applies to specific Event Types) | Additional information about the event, when applicable. For example, for email-related events, the name of the email campaign that the customer acted on. |
| Journey | Additional details (applies to specific Event Types) | Additional details about the event, when applicable. For 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. For example, “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. With this, you can look-up that transaction in your system as needed. |
| Transactions | Transaction Date and Time | The date and time when 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 (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 when this transaction item’s subtype changed. For example, when it was marked as “Shipped” or “Returned”. |