Owning the personalization experience with Unified Customer Profile APIs

Owning the personalization experience with Unified Customer Profile APIs

Unified Customer Profile APIs allow brands to programmatically access user-level insights from various channels and serve highly-targeted interactions.

TL;DR: Dynamic Yield’s Unified Customer Profile APIs allow brands to programmatically access user-level insights from a wealth of new and existing sources and serve highly-targeted personalized interactions across both traditional channels and a whole new set of modern digital interfaces.

Real-time website personalization doesn’t happen in a bubble and it requires collecting and deriving huge amounts of data about user attributes from multiple channels and sources to get it right. In a reality where US adults have doubled their digital screen time since 2008, reaching a peak of nearly six connected devices per person – consumers expect a consistent customer experience when interacting with brands, whether online, in-store, via mobile app, or even during conversations with representatives in the call center.

This increased digital connectivity is transforming the way teams are thinking about and building experiences.

With more touchpoints being added to the customer journey seemingly every day, there comes a new set of opportunities, and with them, a slew of corresponding challenges. As the personalization market matures, many organizations are beginning to find themselves in the position where the time to overcome disjointed marketing stacks has finally come – motivating them to look for solutions that will allow them to unify user data stuck in silos once and for all. While others, farther along the maturity ladder, require the flexibility to interact programmatically with the organization’s vast array of information sources to further embed personalization into the customer experience and user-level data sharing into third-party platforms.

For these teams, Application Programming Interfaces (APIs) are critical in helping accomplish this, providing full control in the management of data and how it’s implemented within a personalization program. In fact, according to a 2018 study by ProgrammableWeb, in the last five years, financial services institutions and eCommerce organizations have become key sectors in which API adoption has grown most dramatically. These companies leverage APIs in diverse ways, not just for integrating and consolidating data but also to identify patterns in user behavior and optimize the overall customer experience.

And the need for unified customer profiling solutions to cover all of these platforms and devices is growing exponentially as today’s digital identities continue to spin an intricate web of fragmented lines of information.

How Dynamic Yield democratizes user identity intelligence

With our Unified Customer Profile (UCP) API solution, a single API can be leveraged to read a unique new set user-level customer data. Using server-side testing, developers are able to query an entire user profile programmatically returning affinity, behavioral, purchase, or events data making up a user’s journey across all available touchpoints.

Furthermore, information gained can then be fed into Dynamic Yield, or any other system, such as a chatbot, smart TV, client-telling app, and more for the creation of highly-targeted experiences.

The UCP API will expose a number of attributes to start, including:

  • IDs and traits
  • Transactional data (days since last purchase/visit, AOV, observed LTV)
  • Session attributes (list of used devices & browsers, locations, traffic sources)
  • Product engagement (recently viewed/purchased products, products in the cart)

These represent a subset of attributes from a growing list, all which are to be available in real time as well as across channels (for identified users).

UCP API User Interface Example
Example of a dashboard that can be built using UCP APIs

Collecting, accessing, and actioning user attributes from multiple channels has never been easier for developers.

A few use cases of how teams can implement the Unified Customer Profile API in their personalization efforts:

Surface customer data anywhere – to empower sales and customer service representatives with complete customer context by embedding the most up-to-date user profile data in third-party tools like call center platforms, point-of-sale software, and more.

Tailor in-app/web recommendations – to show users the most recent products they viewed in the last 90 days but didn’t purchase, or surface the most preferred items based on their affinity profile at any particular moment in time.

Develop custom individualized experiences – from data aggregated across solutions within the technology stack through a server-side implementation and into connected devices, kiosks, or in-store devices.

Having API access to unified user data gives companies the complete freedom to access rich data in real time, allowing them to fetch entire user profiles in milliseconds.

Grow your brand with Personalization APIs

Customers are expecting deeper and more tailored interactions from brands, and APIs allow them to control the personalization experience.

The Data Group at Dynamic Yield understands, the need for real-time, cloud-based access to user profile data is growing – and the use cases and problem statements we are solving with our customers are broadening and becoming more complex.

Now, with Dynamic Yield’s Unified Customer Profile API, teams can scale their personalization programs and develop custom solutions to fit their specific needs.

If you want to learn more about our APIs and reference our full API endpoint documentation, contact us here.

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