Profile unification and Identity management

Blueshift builds a single, 360-degree profile for each of your customers by tracking behavioral, event, and attribute data for both anonymous and signed-in identifiable customers across devices and sessions and merging/stitching profiles using explicit, deterministic methods using a hierarchy of customer identifiers.

Blueshift provides a highly sophisticated, flexible approach to identity resolution. It connects, unifies, and resolves identity, attribute, and event data from multiple touch points, devices, and channels into a single customer view. It supports both anonymous and known customer data and resolves identities between them.

Identifying customers

Customers are initially tracked anonymously with a first-party cookie or device ID, and once customer identity is known after an authentication event (the customer signs in), customer profiles are merged.

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.

Customer profiles get merged when a customer identifier is available. 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. Customer attribute data and event data are resolved and merged into the customer profile based on the customers identifying themselves using one of the known customer identifiers.

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.

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.


The customer overview contains the basic customer profile information  like 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.

Blueshift also enriches customer profiles using our AI patent technology with additional insights, including predictive scores about customer's likelihood to purchase, churn, retention, engage, or perform over key behaviors, as well as their channel, brand, and category affinities.

Campaigns Shows a history of all the messaging activity and engagements across all marketing campaigns sent to the customer.
Activity Shows customer behavior and activity. For example, view, purchase, add_cart, search, and so on.
Transactions Shows 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. 

Updating customer profiles

As new data comes into Blueshift, the customer profile is updated with the new and latest data in real-time based on one of the known customer identifiers (i.e., customer_id, email, device_id). For customer profile attributes, in-order data processing is done in real-time using a streaming lambda architecture to update the customer data in the order in which it was received. This ensures that the customer profile is updated with the most recent name, address, and so on.

Additionally, Blueshift uses explicit, deterministic methods to accurately merge and update customer profiles to ensure the most accurate and complete version of the customer profile.

Additional information

Was this article helpful?
1 out of 1 found this helpful



Please sign in to leave a comment.