Manage customer profiles

  • Updated

Customer profiles help you understand changes to your customer base, such as the size of your reachable audience or identifying information on an individual level.

Go to Customers > Profiles. There are three main components: the Customer Profiles Over Time chart, the Customer Profiles table, and individual customer profiles

Customer profiles over time

The page contains a configurable chart, providing insight into your total, reachable, and unreachable customers, and current and trended monthly active users. The key to the following image is listed below.

  1. Filter the chart by channel. The reachable metric then reflects the channel selection.
  2. Filter the chart by date.

    Chart data is only available from November 4, 2019, or your Optimizely Data Platform (ODP) integration date, whichever date is later. The SMS channel is available from June 9, 2020 or forward.

  3. Export the chart data in CSV format.
  4. The number of individual customer profiles in your account. Review the account's total customer count, updated nightly. 
  5. The number of reachable customers, updated nightly, represents customers with any messaging identifiers that have a deliverable identifier (for example, have not previously hard bounced, the identifier is not malformed or invalid, and so on) and have not explicitly opted out of marketing.

    Changing your account's app consent settings may cause sudden changes to your reachable customer counts when that day's data is aggregated overnight.

    Depending on your account's app consent settings, customers with messaging identifiers with the following attributes may or may not be reachable.

    • Customers who are CCPA opted-out (regardless of which identifier completed the opt-out) may or may not be reachable on a channel, depending on your settings.
    • Messaging identifiers with an unknown or null marketing consent value (also called implicit consent), may or may not be reachable on a channel, depending on your settings.
  6. Number of monthly active users (MAU), which represents identified customers and anonymous visitors with activity this month to-date. MAUs are calculated through midnight UTC each day. The number reflects the current month to-date across all channels, regardless if a filter is applied. MAUs are based on active events, such as a customer's personal interaction with your brand. A few standard ODP events are not considered active because there are other common ways that these events may occur, primarily due to syncing data between systems, or because they are not customer-initiated:
    • Marketing consent events
    • Marketing reachability events
    • List subscription events
    • Compliance (GDPR or CCPA) events
    • Marketing campaign sent events
    • Customer discovery events
  7. Toggle between the account's customer trends and MAU trends.

Customer profiles table

The page also contains a searchable and segmentable table for locating and reviewing the profiles of specific customers or specific customer segments.


You can do the following in the Customer Profiles area:

  • Search the table for specific customer profiles using identifiable information like name, ID, or phone number. The search query follows the segment if applied. 
  • Adjust the number of records shown in the table per page.
  • Export the customers included in the table and any applicable customer attributes or observations using CSV or JSON format.

Individual customer profiles

Click a customer's name or ID to access their customer profile and review the customer's activities and details.

The first section of the customer profile highlights:

  • Order history with your brand, including lifetime value, average value of their order, and total number of orders.
  • Name and when their profile began.
  • Contact information, including email and physical addresses.
  • Whether they are likely to order in the near future, when they will likely order, and level of engagement.

Things to note about this section:

  • The customer's image URL determines the avatar image associated with the profile. If a value is not available, the avatar becomes an icon instead.
  • The identifiable information displayed to the right of the customer's avatar includes an email address, street address, time zone, and phone number if available.
  • A number listed next to the customer's email indicates that user resolution was used to associate multiple email addresses with the profile. The email shown is the one related to the most recent event and would receive campaigns unless updated by an event from another address.
  • The system recalculates Order Likelihood, Time to Next Order, and Winback Zone predictions each night.

Generate an event summary using Opal

Opal is Optimizely's smart AI assistant and exists across the Optimizely suite to help inform and accelerate every phase of the marketing lifecycle. In the ODP customer profile, you can click Show Customer Summary to have Opal generate a summary of the customer's events.

Event History tab

Event History displays the customer's activities with your brand.

Things to note about this section:

  • The customer's activities are displayed on a visual timeline. Select events from the timeline to jump directly to them.
  • Activities can include actions like page visits, adding items to a cart, or subscribing to an email list.
  • You can filter the customer's timeline and activity feed by enabling and disabling the available filters. The available filters include Campaign, Subscription, and E-Commerce.
  • You can find further details inline when a single event is captured during a session.
  • Icons represent events captured. Expand on the line item to learn more about each event.

Customer Details tab

Customer Details reveals the customer's attributes determined by the standard, custom, and third-party (like integrations) fields in your account. These details let you inform your customer data with more context.

Things to note about this section:

  • Standard Fields include information like name, birth year, gender, and location.
  • Custom Fields include information you decide to add, such as information from a CRM.
  • The Last Updated By section tells you more about how and when the customer details were gathered.
  • You can search or filter the displayed fields at the top right. 
    • Show common fields is the default view. A common field is something a majority of customers have.
    • Show known field only shows fields with known values.
    • Show all fields shows all fields.

Identifiers tab

Identifiers displays the customer's identifiers and their relevant statuses. For messaging identifiers, like phone or email, you can adjust consent status (the customer's willingness to receive marketing messages).

Things to note about this section: 

  • Use the filters to select identifiers of interest, which persist across sessions on the same browser.
  • There are three tags that are adjusted based on events ingested into the platform, and that impact marketing messaging:
    • Last Seen – The most recent identifier of its type. This is the only identifier eligible to receive a message for messaging identifiers (with the exception of push tokens).
    • CCPA Opt-out – If an identifier has opted out under CCPA, it is denoted underneath the identifier. CCPA Opt-out impacts the entire customer; if any identifier is opted out, the customer cannot receive marketing messages.
    • Deliverable/Undeliverable – If a messaging identifier is not deliverable, you cannot deliver a message to that identifier, represented by red text below the identifier. A bounced message or a malformed ID are the most common reasons why an identifier is undeliverable.
  • Marketing consent may show as Unknown Consent, which means that neither an explicit opt-in nor an explicit opt-out was received. If this is the last seen identifier of its type, this identifier may receive marketing messages, depending on your settings.

Memberships tab

Memberships displays the customer's real-time segment memberships and list subscriptions. Click a real-time segment to view the segment details on the Real-Time Segments page or click in the Lists field to add or remove customers from lists.