Customer 360 table

The Customer 360 table is the unified view of the customer across all points of engagement, including attributes that cross systems. This table does not exist by default and must be created within the customer 360 database. Each row represent a complete record for a unique individual, including their Amperity ID, merged PII data, and summary attributes.

Add table

The Customer 360 table is the most important table in the customer 360 database. The Customer 360 table is built as a passthrough from the Merged Customers table, which makes available to the Customer 360 table a unified view of the customer across all points of engagement, along with any attributes that cross systems.

Attributes will vary tenant-to-tenant, but typically include profile information (names, addresses, email, phone), interactions by channel (ecommerce, point of sale, loyalty), insights (total lifetime value, transaction frequency, recency), and predictions (next best purchase, next best action, churn prediction).

Important

This table is added automatically when the “Customer 360” template is used to add the customer 360 database. Using a template is the recommended way to add the recommended way to add the Customer 360 table. This section documents how to manually add this table, should it be necessary.

To add the Customer360 table

  1. From the Customer 360 page, under All Databases, select the menu for the customer 360 database, and then click Edit.

  2. From the Database Editor, click Add Table.

  3. Name the table “Customer_360”.

  4. Set the build mode to SQL.

  5. Click Apply template, and then select Customer 360.

  6. Click Validate to verify the SQL runs without error.

  7. Click Next. This opens the Database Table Definition page.

  8. Add a table description. This enables a tooltip that is visible from other areas in Amperity.

  9. Verify that the db/required and db/unique database field semantics were applied to the amperity_id column.

  10. Verify that semantic tags–given_name, surname, email, phone, address, city, state, postal, birthdate, gender, etc.–were applied to all PII fields correctly.

    Tip

    You can clear incorrectly tagged semantics individually or for the entire table. To clear semantic tags for the entire table, under Semantic Suggestions click Clear semantics.

  11. Review picklists to ensure they have the desired sorting parameters.

  12. Add friendly names for any field. For example, add First Name as a friendly name for given_name.

    Tip

    The profile attribute names under Customer Profile on the Customer 360 page are the same names that are entered in the Friendly Names column. If a friendly name is not added, Amperity will use the Field Name as the profile attribute name, including capitalization and underscores.

  13. Define the general sort order for fields in the customer profile.

    Note

    Fields in the customer profile are sorted in the following groups:

    1. Starred

    2. With icon

    3. Without icon

  14. Review icons assigned to fields. Assigned icons are visible under Customer Profile on the Customer 360 page.

    Note

    You may use any icon in the Font Awesome library.

    Icon identifiers start with fa-, and then a unique string. For example: fa-home (for   ), fa-star (for   ), and fa-project-diagram for (  ).

    Icons are available in four styles: regular (far), solid (fas), light (fal), and duotone (fad).

    Use a style prefix in front of an icon identifier to apply that style. For example: fad fa-home for a duotone icon or fas fa-home for a solid icon.

  15. From the Table Semantics drop-down, select Customer 360.

  16. Leave everything else unchanged.

  17. Click Save.

Add SHA-256 hashed columns

You can add SHA-256 hashed PII columns to your Customer 360 table to enable their use from within campaigns.

For example, Pinterest Ads and Reddit Ads allow audiences to be upload directly to their ads managers as a CSV file when the CSV file contains SHA-256 hashed email addresses. Build an audience Amperity, and then from the Campaigns page choose the column that contains the SHA-256 hashed email address from the Edit attributes page, send the results as a CSV file to cloud storage or SFTP, and then upload that CSV file to Pinterest Ads or Reddit Ads.

Add hashed PII columns to the Customer 360 table using the SHA2() function:

,SHA2(LOWER(TRIM(email)),256) AS hashed_email
,SHA2(phone,256) AS hashed_phone

Column reference

The following table represents a Customer 360 table with profile data and a few summary attributes based on interaction records for transaction data:

Column Name

Data type

PII

Description

Amperity ID

String

The unique identifier that is assigned to clusters of customer records that all represent the same individual. The Amperity ID does not replace primary and foreign keys, but exists alongside them within unified profiles.

Note

The Amperity ID is a universally unique identifier (UUID) that is represented by 36 characters spread across five groups separated by hyphens: 8-4-4-4-12.

For example:

123e4567-e89b-12d3-a456-426614174000

Given Name

String

The first name that is associated with an individual customer record.

Also in: Merged Customers, Unified Coalesced, Unified Customer, Unified Preprocessed Raw

Surname

String

The last name that is associated with an individual customer record.

Also in: Merged Customers, Unified Coalesced, Unified Customer, Unified Preprocessed Raw

Email

String

The email address that is associated with an individual customer record. A customer record may be associated with multiple email addresses.

Also in: Merged Customers, Unified Coalesced, Unified Customer, Unified Preprocessed Raw

Phone

String

The phone number that is associated with an individual customer record. A customer record may be associated with multiple phone numbers.

Also in: Merged Customers, Unified Coalesced, Unified Customer, Unified Preprocessed Raw

Address

String

The address that is associated with the location of an individual customer record. For example: 123 Main Street.

Also in: Merged Customers, Unified Coalesced, Unified Customer, Unified Preprocessed Raw

City

String

The city that is associated with the location of an individual customer record.

Also in: Merged Customers, Unified Coalesced, Unified Customer, Unified Preprocessed Raw

State

String

The state or province that is associated with the location of an individual customer record.

Also in: Merged Customers, Unified Coalesced, Unified Customer, Unified Preprocessed Raw

Postal

String

The zip code or postal code that is associated with the location of an individual customer record.

Also in: Merged Customers, Unified Coalesced, Unified Customer, Unified Preprocessed Raw

Birthdate

Date

The date of birth that is associated with an individual customer record.

Also in: Merged Customers, Unified Coalesced, Unified Customer, Unified Preprocessed Raw

Gender

String

The gender that is associated with an individual customer record.

Also in: Merged Customers, Unified Coalesced, Unified Customer, Unified Preprocessed Raw