Use customer profiles to understand changes to your customer base, from the size of your reachable audience to identifying information on an individual level. 

You can access customer profiles by going to Customers > Profiles. The tool has 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 as well as your current and trended monthly active users. 

1. Filter the chart by channel. The reachable metric then reflects the channel selection.
2. Filter the chart by date. Note: 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. Review the account's total customer count, updated nightly. This figure represents the total number of individual customer profiles in your account.
5. Review the account's reachable customer count, updated nightly. This figure represents all customers with any messaging identifiers that have a deliverable identifier (for example, have not previously hard bounced, identifier is not malformed/invalid, etc.) and have not explicitly opted out of marketing. Customers with messaging identifiers with the following attributes may or may not be reachable, depending on your account's app consent settings. Changing your account's app consent settings may cause sudden changes to your reachable customer counts when that day's data is aggregated overnight.
   1. 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.
   2. 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. Review the account's 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, as there are other common ways that these events may occur, primarily due to syncing data between systems, or because they are not customer-initiated:
   1. Marketing consent events
   2. Marketing reachability events
   3. List subscription events
   4. Compliance (GDPR/CCPA) events
   5. Marketing campaign sent events
   6. 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. 

1. Apply a segment to the table to populate with customer profiles that meet the criteria.
2. Search the table for specific customer profiles using identifiable information like name, ID, or phone number. The search query follows the segment, if applied. 
3. Adjust the number of records shown in the table per page.
4. Export the customers included in the table, along with any applicable customer attributes or observations, using the CSV or JSON formats.
5. The table remains blank by default unless you select the option to Show All available profiles.

Individual Customer Profiles

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

The first section of the profile highlights the customer's order history with your brand, who they are, how you can reach them, and whether they are likely to order in the near future.

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 displays the customer's activities with your brand. 

Things to note about this section:

• The customer's activities will be displayed on a visual timeline. Select events from the timeline to jump directly to them. 
• 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.
• When a single event is captured during a session, it is elaborated on inline.
• Icons represent events captured. Expand on the line item to learn more about each event.

Customer Details reveals the customer's attributes determined by the standard, custom, and third-party (like Integrations) fields in your account.

Things to note about this section:

• 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 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 will persist across sessions on the same browser.
• There are three "tags" that may be shown for an identifier, which are adjusted based on events ingested into the platform, and which impact marketing messaging:
  
  • Last Seen – This is the most-recently seen 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, we 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 has been received. If this is the last seen identifier of its type, this identifier may receive marketing messages, depending on your settings.

List Subscriptions in Customer Details reveals the customer's list subscriptions. You can add or remove customers from lists by clicking in the field to reveal the dropdown.