Unified 360-degree customer profile

Blueshift builds a single, comprehensive 360-degree profile of every anonymous and identifiable customer that includes their complete histories and real-time behaviors from across channels, devices, and systems. Blueshift unifies all the data into individual profiles for each individual and anonymous customer. These profiles are flexible and customised to your unique data sets. As you continuously learn more about your customers and send new data to Blueshift, the customer profile becomes more granular and robust.

Customer Identifiers

Blueshift uses several standard identifiers to identify customers and generate comprehensive customer profiles. You can also use custom identifiers based on your business requirements. Blueshift supports a maximum of 10 identifiers, which includes standard and custom identifiers, in a custom hierarchy.

Standard identifiers

Here are the customer identifiers in Blueshift.

  • uuid: Blueshift internal UUID for each customer
  • customer_id: Unique customer ID from your system
  • email: Email address
  • device_id: One or more device ids associated with the customer
  • cookies: One or more cookies associated with the customer

You can also add phone_number as a standard identifier to address SMS marketing use cases. You can define the required hierarchy for this identifier with respect to the other standard identifiers. Contact your CSM to use phone_number as a standard identifier.

Custom identifiers

You can add custom identifiers based on your requirements and define the hierarchy in which they should be used in Blueshift.


  • IDs from your internal systems so that it is easier to match data. For example, Customer IDs, Account IDs, Order IDs.
  • Multiple email addresses. For example, Customer email, Billing email, Ship to email.
  • WhatsApp phone number, Instagram profile, and other unique social media identifiers.


To use custom identifiers, discuss your specific ID resolution requirements with your CSM.

Customer Identification

Blueshift connects, unifies, and resolves identity, attribute, and event data from multiple touch points, devices, and channels into a single customer view. A 360-degree customer profile is built by tracking both anonymous and logged-in behavior across devices and sessions and merges them using explicit first-party data.

Anonymous customers

A first-party cookie is used on your website to track anonymous website behavior. The device_id collected from the mobile SDK is used to track anonymous mobile app behavior.

After the customer signs in (authentication is completed), the anonymous data is merged with the customer profile.

Identified customers

Blueshift merges anonymous customer profiles based on sign-in activity (using first-party login data). Blueshift uses explicit, deterministic methods to merge customer profiles. Customer attribute data and event data are resolved and merged into the customer profile based on the customer identifying themselves using one of the known customer identifiers.

If you are using standard customer identifiers, customer profiles are merged when either a customer ID or email (or both) are available, with the customer ID getting a higher priority.

If you are using custom identifiers, customer profiles are merged based on the identifiers available and their defined hierarchy.

Blueshift is uniquely able to support customers' use cases where account, group, and a householding data model is applicable. In this scenario, different customer profiles are linked to a common parent entity called a group.

For more information on how unification is actually achieved, see Profile unification examples.

Comprehensive customer profiles

Blueshift creates unified, comprehensive profiles of each customer by aggregating data from across all customer touchpoints. You can easily search and access a customer profile within the Blueshift UI based on any customer attribute.

The customer profile is intuitively organized into sections. You can view campaigns sent to customers and all customer activity in these sections. You can also apply filters to find specific activities.

For a detailed list of customer attributes, see Customer attributes and types.


Overview View standard and custom customer identifiers, key lifetime statistics, predictive statistics, mobile device IDs (and subscription to push notifications on each device), and visual representation of recent activity with your content/products.

View a history of all the messaging activity and engagements across all marketing campaigns sent to the customer.

You can filter campaign activity by channel, campaign, template, and trigger to find a specific campaign activity.


View customer activity and events. For example, view, purchase, add_cart, search, and so on.

You can also filter the event data by event attribute to find a specific event.

Transactions View a history of the customer's transactions. For example, orders, subscriptions, and so on.
Recommendations Provides a preview of 1:1 personalized recommended content/products that are derived from our predictive recommendation engine.
Interests View topics that the customer has subscribed to. 

Additional Information


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