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
Customer 360 is the primary table consumed by ML models (STO, NBC), segmentation tools, and MaxAI.
Major Attribute Categories
For Customer 360 attribute list, refer 360_Attributes.
Authoritative Sources for Schema Details
Customer 360 is metadata-driven and extensible, and the exact set of attributes may vary by implementation. For this reason, schema-level details are maintained in authoritative system artifacts, not in this guide.
Users should refer to the following sources for exact column names, data types, and definitions:
- Canonical Metadata Repository (Primary Source)
- Single source of truth for Customer 360 attributes
- Generated Customer 360 Views in the 360 Layer
- Physical tables or views with business-friendly naming
- Customer 360 Data Dictionary (If Provided)
- Generated from metadata
How Customer 360 Is Used
Typical use cases:
- CDP and segmentation: Build segments combining demographics, behavior, and campaign response. For example, "Customers aged 25-35, high CASA balances, multi-channel responders, high SMS engagement."
- 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.