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 your 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 a CSV format.
  4. Number of individual customer profiles in your account. Review the account's total customer count, updated nightly. 
  5. Number of reachable customers, updated nightly, represents customers with any messaging identifiers that have a deliverable identifier (for example, have not previously hard bounced, identifier is not malformed/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.

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

    • 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/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 represent all identified customers and anonymous visitors with activity this month to date. MAUs are calculated through Midnight UTC each day. The number always 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 specific, 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/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 segment-able 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, along with any applicable customer attributes or observations, using the CSV or JSON formats.

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 identicon 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 a new event from another address.
  • The system recalculates Order Likelihood, Time to Next Order and Winback Zone predictions each night.

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 vires, 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 allow you to 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 in Customer Details reveals all of 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. For messaging identifiers (with the exception of push tokens), this is the only identifier eligible to receive a message.
    • 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.

List Subscriptions tab

List Subscriptions in Customer Details shows the customer's list subscriptions. You can add or remove customers from lists by clicking in the field to show the drop-down menu.