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Customers

This topic describes customers and how to identify them in Optimizely Data Platform (ODP).

Customers are at the core of Optimizely Data Platform (ODP). ODP uses customer data to create user profiles, segmentation and reports. Aggregating customer data provides a more holistic view of your customers and lets you create distinct segments that target different sets of your customers.

Additionally, ODP lets you synchronize customer data with other products to enhance your marketing activities.

Customer data

Customer data are composed of fields that are typically grouped into attributes or identifiers. You can use the default fields ODP provides or create custom fields to store your external customer data. To send past customer data to ODP, see Import historical data.

Attributes

The following table shows the default attributes for customers (sorted alphabetically by field name):

Display name

Field name

Type

Description

CCPA Opted-out

ccpa_opted_out

Boolean

California Consumer Privacy Act (CCPA) Opt-out status.

City

city

Text

Country

country

Text

Country in ISO-3166-1 format

Customer Source

data_source

Text

The source of the update for this record.
For example, the ID of the app or the filename of the CSV.

Customer Source: Details

data_source_details

Text

Additional details about the source.

Customer Source: Instance

data_source_instance

Text

The unique namespace for the provided source.
For example, a store name in Shopify or a company name in Zendesk. This allows multiple versions of the same app to be installed.

Customer Source: Type

data_source_type

Text

The categorization of the source that updated this record. Examples include, csv, app, campaign, zaius, sdk, api.

Customer Source: Version

data_source_version

Text

If the source of the update has an associated version, the version is included in this field.

Birthday (Day)

dob_day

Number

The numeric day of the month the customer was born.
For example, 1-31.

Birthday (Month)

dob_month

Number

The numeric month the customer was born.
For example, 1-12.

Birthday (Year)

dob_year

Number

The numeric year the customer was born.
For example, 1980.

First Name

first_name

Text

Gender

gender

Text

Stored as M, F

Image URL

image_url

Text

URL of user profile image.

Last Modified At

last_modified_at

Timestamp

Last Name

last_name

Text

Time Zone (Last Seen)

last_observed_timezone

Text

Name

name

Text

State

state

Text

Street1

street1

Text

Street2

street2

Text

Time Zone

timezone

Text

Time zone in IANA format.
For example, America/New_York.

GDPR Opt-out Timpestamp

ts_gdpr_opted_out

Timestamp

General Data Protection Regulation opt-out timestamp.

ZIP code

zip

Text

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Note

You may see more default attributes than are listed in the table. Integrations within ODP can create their own attributes and will appear in the ODP application.

Identifiers

ODP uses customer identifiers (for example, emails, vuids and push_tokens) to merge users and determine which event is associated with what customer.

Including one or more of these identifiers in an event specifies the user who performed the event and lets ODP merge users when enough information becomes available. See Overview of customer identity and resolution.

Default identifiers

Display NameField NameDescription
Last Seen EmailemailThe last seen email associated with this customer.
PhonephoneThe most recently seen phone number for this customer
Last Seen Cookie IDvuidODP's unique Cookie/Device ID, used on web and mobile to identify anonymous customers.
Zaius IDzaius_idA unique, ODP-generated identifier, that represents a customer.

Custom integration identifiers

Many applications and integrations (such as Shopify or Magento) create identifiers that map to an external system (such as Shopify ID) to provide improved user resolution, troubleshooting and transparency. Some examples:

Display NameDescription
Last Seen Shopify ID (mystore)shopify_mystore_id
Last Seen Zendesk ID (mysupporteam)zendesk_mysupportteam_id

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Note

Every identifier is also stored as an array in the plural form (with up to 25 for each identifier type). For example, the emails for a customer are stored in a field called Emails (emails) and Cookie IDs are stored as vuids.

Custom external identifiers

If you have an external database, data lake or system (for example, a point-of-sale system) that uses a unique identifier to track customers, ODP supports creating custom identifiers to ensure that known information about your customers is tracked and you can reconcile information within ODP with the external data source.

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Important

At this time, only members of the ODP Customer Success team can create custom identifiers. Contact your Customer Success Manager or Support to learn more.

Resolution and stitching

ODP uses customer identifiers (for example, emails, vuids, push_tokens) to merge users and determine which event is associated with which customer. See Overview of customer identity and resolution.


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