Unified Customer Database

Unified Customer Database (UCD) is the core Customer Data Platform (CDP) technology in all Insider products enabling them to operate on the same customer behavior history obtainable from any third-party tool (Upsert user data), online channel, or offline channel such as a call center that you can connect to UCD.

The database stores customer behavior data from different sources and unifies it based on identifiers which can be anything particular to the user (email address, phone number, user id, etc.). UCD stores the events and attributes, the first of which can have parameters.

Events are what users do on all online and offline channels which can cover add-to-carts, purchases, visits, logins, etc. For instance, a “Purchase” event has parameters such as “Product Name”, “Product Color” or “Product Size”. Attributes enable you to collect users' information such as age, gender, birthday, and items that are singular for each user. For instance, “Last Visited Product” is an attribute in the “Visit” event. If any user is logged in with the same identifier (e.g. an email address) on web and app channels, attributes such as “Last Visited Product” and “Last Visited Page” can be unified.

When User A browses on the same business from different digital assets, the last-visited product is updated for this user on all online and offline channels. New events such as “Purchase”,”Add to Cart”, ”Custom Event X” are recorded to the respective user profile upon these events being triggered on all online and offline channels.

By combining events and attributes collected from any online or offline channel, Unified Customer Database enables you to do your segmentation and targeting, and to run campaigns based on any user’s actions across all channels for a personalized experience and boosted conversions.

You can leverage Insider's unified customer database in various use cases as follows:

• Send emails to the users who did not open their app in a specific period of time and remind them of the app's benefits to regain and retain them
• Send an app push to the users who did not open/click any emails or web pushes in a specific period of time to keep them engaged with your brand
• Take users who sign up on the website to an Architect journey, and send an email to drive them to install your app. After 7 days, if the user has not installed the app, send another message (e.g. email, web push, etc.) to nudge them to install the app
• Send a web push to users based on your CRM data (e.g. loyal customers, risky customers, etc.) to retain them with personalized product recommendations
• Export raw user data and import it to your own tools to run business intelligence analysis or update your CRM systems
• Get the attributes and events of a user to send personalized messages from your own messaging solutions
• Check whether a user belongs to a specific segment to target them in your own engines (e.g. website content management tools)