Enhanced Customer Profiles allow you to consolidate information from various sources, including CRM, loyalty program, or e-commerce platform, into a single view within the platform. This feature is designed to handle large-scale data updates, ensuring that your customer records are comprehensive and synchronized without the delays often associated with high-volume data transfers.
Core Capabilities
- Expanded Data Fields: Each customer profile supports over 25 standardized fields (such as mailing address, birthday, and full name) in addition to custom attributes specific to your business.
- Consolidated Updates: Information can be updated simultaneously in a single action, rather than separate uploads or complex technical steps.
- Unified Identifiers: Profiles can be matched and retrieved using multiple identifiers, including Email, Phone, Shopify ID, or Klaviyo ID, ensuring you don't create duplicate records.
- Data Availability: Any data synced through this method is immediately available for use in customer segments and dynamic message macros.
Practical Applications for Marketing Workflows
Advanced Audience Segmentation
By centralizing more data points, you can create more specific segments. For example, instead of just segmenting by "Last Purchase," you can use 25+ standardized attributes to filter by city, specific interests, or custom loyalty tiers.
Automated Personalization
Data synced to these profiles can be pulled directly into your messages. If you sync a "Preferred Store" or "Loyalty Points" attribute, you can insert that information into a campaign automatically, ensuring the content is relevant to the individual recipient. Check out this article for how to add dynamic content to your emails.
Efficient Data Migrations
When moving data from another service, this feature handles the transfer of large datasets in the background. This allows you to move complete customer histories—including their original opt-in details—directly into your active database.
Getting Started
To use these enhanced profiles, your technical team or platform partner will need to connect to the Bulk User Profile API.
- Identify your data points: Determine which customer details (e.g., membership level, favorite category) you want to use in your marketing.
- Map to standard fields: Align your data with the 25+ pre-defined fields to ensure the highest level of compatibility with the platform’s personalization tools.
- Sync your identifiers: Ensure your CRM uses a consistent ID (like an Email or External ID) so that updates are applied to the correct customer record.
| Category | Attributes |
| Basic Identity | First Name, Last Name, Middle Name, Honorific Prefix, Honorific Suffix |
| Contact Info | Email, Phone Number, Secondary Phone Number |
| Location | Street Address (Line 1 & 2), City, State/Province, Postal Code, Country |
| Personal Details | Birthday (Month, Day, Year), Gender, Preferred Language |
| Digital Identifiers | External ID, Shopify ID, Klaviyo ID, Marketing Cloud ID |
| Work/Social | Job Title, Company, Nickname, Profile Picture URL, Website URL |
| Status/Other | Timezone, Verified Status, Custom Attributes (Unlimited) |