User Data Enrichment is an Experience OS extension that enables you to upload your CRM data and use it for real-time segmentation and targeting, with reduced load compared to a file-based feed.
The User Data Enrichment extension enables you to onboard data from external sources, such as your CRM system, loyalty platform, or physical point-of-sale. This data is combined with user behavior information collected natively by Dynamic Yield—such as page visits and events like Add to Cart or Purchase—to power personalized experiences in Experience OS.
There are two categories of data you can onboard:
- Profile data: User attributes, usually static, that define the user's current state—such as loyalty status, age group, or gender. You can onboard this data via real-time API (when a specific user's attribute changes), or through a daily CSV upload to update all user statuses.
- Events: Activities performed by the user, such as offline purchases, support calls, or product returns. You can update this data via API.
How user data can be used
Uploaded user data can be used in several ways:
- To create audiences
- As targeting conditions in web and app personalization campaigns
- To trigger a Reconnect message when a CRM value changes
- As variables in Reconnect messages and Experience Emails
- As variables in API-based campaigns (the CRM value must be included in the API payload)
How CRM data affects audience membership
Audiences based on user data are evaluated for targeting in real time, regardless of the lookback window set in the audience settings. A user is included as long as their current CRM data meets the defined conditions.
If a user's CRM data changes or they are removed from the CRM dataset, they are immediately excluded from the audience—even if the audience has a lookback window (say, 7 days) and the condition was met in the past. Only users who meet the CRM conditions right now are included in the audience.