Customer Data

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Overview

The Customer Data module collects, models, and activates customer data, working like a composable Customer Data Platform (CDP). Its core object is the Contact: every interaction across your touchpoints is resolved to a unified contact, organized through profiles, grouped into organizations, and activated through segments and views. You adopt only the pieces you need. For how Customer Data fits the rest of the platform, see Core concepts. The module is built around a few connected ideas.

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Contacts and identity

A Contact is the unified record of a person. Because the same person shows up across channels and devices, CXF performs identity resolution — consolidating multiple identifiers (email, phone, UUID, OAuth, and more) into one coherent contact, so you have a single 360° view instead of fragmented records. Each identifier carries its semantic type, source, and how and when it was validated.

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Profiles

Profiles model and organize a contact’s data. A profile is a schema — a set of attributes, taxonomies, and tags — that describes one role or relationship a contact has. A contact can hold several profiles at once:

• Customer — demographics, interests, purchase history.
• Member — membership type, start and expiration dates.
• Student — grades or academic records.

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Organizations and documents

Organizations group contacts into the companies or accounts they belong to, so you can model B2B relationships and query a contact by the attributes of its organization. Document Templates define structured documents attached to contacts and organizations.

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Segments and activation

Segments turn customer data into action. A segment filters contacts by their attributes, taxonomies, tags, and relationships — combined with boolean logic — to build dynamic audience cohorts (for example, contacts filtered by the attributes of the organization they belong to). Save a segment as a View to reuse its filters, fields, and relationships — the foundation for data activation: feeding customer data to downstream marketing, sales, and support tools.

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In this module