The User Data Enrichment extension syncs 2 types of data for use in audiences and targeting:
- User profile data: User attributes like age group, loyalty status, or location, synced via API or nightly CSV file upload.
- External events: User actions outside of Dynamic Yield, like offline purchases or customer support calls, synced via API (as described herein).
External events report on user activity outside the scope of your Dynamic Yield implementation. For example, if you have Dynamic Yield implemented on your website but also want to track user activity at the point of sale of your physical store.
Your developer will construct and call this API based on the events and information you decide you want to report to Dynamic Yield for use in audiences and targeting.
The External Events API can report the following events to help you enrich your user data:
- Offline Purchases: Any purchase that happens offline, in a physical store, or in another channel that isn’t tracked by Dynamic Yield.
- Inform Affinity: Anything you want to use to influence a specific attribute of the affinity profile (for example, increasing affinity to the Shoes category).
- Custom: Any other activity you want to track, such as calling support, returning a product, interacting with a kiosk in the store, and more.
See the API technical requirements and guidelines in our API reference on our Developers Docs site.
Note: The User Data Enrichment extension also supports updating the user profile with “static” information, such as loyalty tier, age group, gender, and so on. Learn more about the full capabilities of the User Data Enrichment extension.
How it works
When the events fire, data is stored based on the CUID (customer unique ID). When a user visits your app or website and performs an identification with the CUID—say, when they log in, sign up, or subscribe to a newsletter—the information is attached to the device identifier, which is the DYID. This means that data from this source can be used only for users who previously identified on this device.
When a user is identified, they become eligible for targeting or inclusion in audiences based on these events. Relevant targeting can be done with the Product Purchased Offline condition for the Offline Purchase event API, and Event Triggered for the Custom API.
If this is the first time the user is identified, note that connecting the CUID to the DYID isn't done in real time and can take ∼24 hours. However, if the user was identified using the device in the past, the data update occurs in real time.
What the events can be used for
- The Offline Purchases and Custom events can be used for event audience conditions and experience targeting.
- The Offline Purchases event also impacts recommendation algorithms, including Popularity, Purchased Together Offline, Purchased Together Offline & Online, Affinity, Recently Purchased, and Last Purchased.
- The Offline Purchases and Inform Affinity events also impact the affinity profile, which in turn impacts affinity audience conditions, affinity targeting, affinity allocation, and Profile Anywhere.
What isn’t impacted by these events
- Trigger by event
- Conversion tracking in Experience reports