The 360° profile is a single, comprehensive record for each customer. It brings together information about who they are, what they bought, through which channel, how much they spent, how they respond to your messages, and what stage of their relationship with the brand they are in. It’s called 360° because it aims to show the person from every angle, not just from the perspective of a single system.

Why does it matter?

Personalizing without knowing the customer is like guessing. If you only look at their online purchases, you don’t know that they also visit your store. If you only look at their email open rates, you don’t know that they’ve been messaging you on WhatsApp for weeks. The 360° profile gives you the context you need to decide what message to send, through which channel, and when.

It also streamlines internal operations: marketing, sales, and customer service all have access to the same information and are on the same page regarding the same customer.

Story mode

Martín shops at an online pet store. His 360° profile shows that he buys dog food every five weeks, prefers WhatsApp over email, and inquired about an orthopedic bed last week. With that information, the store messages him on WhatsApp when his next dog food purchase is coming up and includes a recommendation for beds. One message, lots of context.

How to Use It with Data4Sales

• Data4Sales creates a 360° customer profile based on purchases from brick-and-mortar stores, e-commerce, ERP systems, marketplaces, campaigns, and conversations.
• Each profile includes more than 90 attributes that are updated daily, along with its life cycle stage and RFM segment.
• Identity Resolution merges duplicate records so that each person has a single record.
• The predictive models calculate the probability of churn, purchase propensity, days until the next purchase, and predictive LTV.
• With Orbis Creative, that context is used to craft a unique message for each client.

Related terms

• Customer Data Platform (CDP)
• Identity Resolution
• Custom attributes
• Hyper-personalization