Customer 360 - Using the Unified Customer View

Customer 360 is the single, consolidated profile for each customer, built on top of CDM:

  • One row per logical customer (party_id)
  • Demographics, risk, consent, accounts, products
  • Behavioral and transactional metrics
  • Campaign interaction history and performance

This is the table that CDP, segmentation tools, and MaxAI will hit first.

Major Attribute Categories (Without Drowning in Columns)

Customer 360 attributes (from your list) can be grouped into:

  1. Core identity and demographics
    • party_id, name, date of birth, age
    • Gender, marital status, education, income, occupation
    • Citizenship, ethnicity
  2. Risk, compliance, and sanctions
    • PEP flags and levels
    • Sanction flags and status
    • High-risk country flags
    • AML flags and risk scores
    • Fraud flags and fraud risk scores
    • KYC status, risk level, scores, review dates
  3. Consent & preference management

    Consent flags for:

    • Data processing, legal compliance, fraud processing
    • Email/SMS/phone/postal/newsletter marketing
    • Third-party marketing
    • Personalization & auto-decisioning
    • Sensitive, biometric, geolocation, affiliate, and internal data sharing
  4. Contactability & addresses
    • Email, phone, mobile + verification flags
    • Permanent and correspondence addresses (line1, city, state, country, postal code, status)
  5. Product and account holdings
    • Total accounts, deposit accounts, CASA, loans, credit cards
    • Key balances:
      • CASA balances
      • Loan outstanding
      • Credit card outstanding
      • Available credit limit
    • product_holdings, products_held_count
  6. Transactional behavior
    • 7-day and 30-day metrics for CASA, credit cards, and loans:
      • Min/Max/Average balance
      • Debit/credit counts
      • Debit/credit amounts
      • Highest transaction values
  7. Campaign interaction & response
    • Contacts and responses over 7-day and 30-day windows by channel like Email, SMS, Push, WhatsApp, RCS, WebChannel.
    • Failed contacts, actual responses received
    • Dates of last contact and last response
    • Multichannel responder flags
    • Best channel and best time to send
  8. Offer and revenue impact
    • Number of offers served (offers_count)
    • Total conversions (total_no_of_conversions)
    • Total_revenue, total_spent

How Customer 360 Is Used

Typical use cases:

  • CDP & segmentation: Build segments combining demographics, behavior, and campaign response. For example, "Customers aged 25–35, high CASA balances, multi-channel responders, high SMS engagement."
  • Journey and personalization engines: Use best_channel, best_time_to_send, and consent flags to power real-time decisioning.
  • Risk-aware marketing: Filter out PEP/sanction/AML high-risk customers from certain campaigns.
  • MaxAI analytics: Ask "why" questions on performance by customer attributes, and let MaxAI leverage these fields for insights and recommendations.