02 — Capability · BC-410.30
Customer Data & Segmentation
Hold one trustworthy picture of each customer across every touchpoint, and derive from it the segments and scores that marketing, sales and service act on.
- Customer 360
- Customer Data Management
- Audience Segmentation
In scope
- Identity resolution across channels and records
- Behavioral and value-based segmentation
- Propensity and lifetime value scoring
- Audience definitions shared with activation channels
Out of scope
- Consent capture and preference choices made by the customer (see BC-460)
- Enterprise data governance and platform operation (see BC-750)
Realized by · 1
- Salesforce · Data Cloudpartial
Used in · 1
Build it · 0
- Nothing in the library points here yet.
Decomposes into · 4
- BC-410.30.10Customer Profile UnificationMatch and merge customer records from every channel into one profile with a clear survivorship rule, so the same person is not three people.
- BC-410.30.20Segmentation ModelingDefine and maintain segments based on behavior, value and need, with membership rules that can be recomputed as data changes.
- BC-410.30.30Propensity & Value ScoringScore customers for likelihood to buy, churn or respond and for expected lifetime value, and publish the scores where decisions are made.
- BC-410.30.40Audience Activation HandoffTranslate segments and scores into audience definitions that campaign, sales and service systems can consume without reinterpreting them.