With Customer Insights, your organization can build a deep understanding of your customer base by connecting customer data from various transactional, behavioral, and observational sources to create a 360-degree customer view. After these data sources are combined into a unified customer profile, your organization can use these insights to drive customer experiences and processes.

This module examined how to create a unified customer profile in Customer Insights, including:

  • Explaining Customer Insights at a high level, and how to get started with it.

  • Describing how you can use the mapping process to define which entities and fields you want to include in your unified customer profile.

  • Examining how defining a match order controls how different records will be matched together, and the process of creating and defining conditions within match rules.

  • Reviewing how to optimize matching sets to help ensure that you're getting the best results possible.

  • Examining how to use the merge function to clean up and omit items from the matching results.

Your next steps would be to learn how to enhance and enrich your customer profiles by using measures to define the KPIs that best reflect the performance and health of your business. These steps include understanding how to enrich your data to unlock data on affinities toward different brands and interest categories.