Centralizing customer data is a significant challenge in marketing and sales. At Avaus we address this issue through an innovative solution we’ve named the Profile Component, designed to streamline and standardize your customer data across various platforms and infrastructures. We see an increased interest in building warehouse-centric martech or composable CDPs, and when doing so, this microservice can save you months of work.
What are the Avaus components?
Avaus components are integral in managing data transformation and schema-related activities. They function independently of the existing infrastructure, whether it’s a data lake, data warehouse, or another system. These components efficiently transform data from the foundational layer to business applications, customer data platforms (CDPs), or customer experience platforms, tailored to your specific business case or use case for the data.
How does the profile component work, and what are the benefits?
The Profile Component is specifically designed for centralizing customer data. It standardizes every customer profile in a database, incorporating essential characteristics and traits such as names, addresses, and behavioral attributes in relation to those profiles. Behavioral attributes include actions like downloading elements or objects from a certain website. Additionally, the Profile Component gathers metadata of profiles, such as preferred currency or transactional metadata objects, as well as aggregated data, such as how many times a certain profile has been seen within any given context.
Grouping and managing profiles
Customer profiles always belong to a customer group to facilitate better data management. For instance, profiles can be grouped into families, which can then be associated with larger market groups. The profile component which saves these customer profiles is built so that it has a single identifier for every customer profile ensuring easy integration with other Avaus components. This setup provides seamless integration of centralized customer data with other components.
Flexibility and integration
The customer profile has a set standardized schema but it is highly flexible. For example, using BigQuery in the Google Cloud Platform, data for different customer profiles can be collected and managed efficiently. The schema has a profile ID for each customer. There are behavioural attributes, traits and additional information we want to use for a component. Sources where customers are acquired from, external IDs, and associated metadata to the customer profile are important also.
For example, if we write a sample query fetched by Profile ID and attributes associated for specific customers, filtered by specific criteria such as email domain ‘avaus.com’ it generates a table displaying unique identifiers for every single customer from the database and so you get the Profile ID along with emails, names, and acquisition sources, and all this is easily fetchable through the Profile Component.
Vendor independence
With the Profile Component you can stay detached from vendor locks and larger platform dependencies. This independence enhances data centralization capabilities, allowing you to manage your data without being tied to specific vendors.
Considerations for data centralization
Before centralizing your customer data, it is crucial to determine the intended use of the data, the collection and storage methods, and when you know where this information has been stored it can be made available for the Profile Component. Then you would have a centralized way of collecting and querying, as well as analysing the data.
Would you like to see the Profile Component in action? Watch this demo video:
As you can tell, the Profile Component offers you a robust solution for centralizing customer data. It provides flexibility, seamless integration, and independence from vendor constraints.
We’re more than happy to talk more about the profile component and other components and solutions that we offer. For more information or to implement this, please get in touch.
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