Help Products Data Introduction guide CM Data

Introduction guide CM Data

Colinda Leemans
Colinda Leemans
Updated 2 years ago

With the Customer Data Platform you have insight into all your customer data. You can link different sources and integrations to the Customer Data Platform, giving you a complete picture of your customers. You can use these insights to create segments. Segments can be used for (marketing) campaigns. By exporting a segment to Address Book you can, for example, create an e-mail or SMS campaign. The results of your campaigns are transferred directly to the Customer Data Platform. This allows you to immediately see which campaigns are successful and which conversion they generate. Thanks to the dashboard, these kinds of insights can easily be monitored.

You can find the Customer Data Platform app on the [ Platform]. Click on the nine dots and select the Data app. Click here for an extensive guide.

Where to find the customer data platform

Profile insights

When you open the App you come to the Profile insights page. On this page you get an overview of your profiles and the primary data that you have of these profiles. Click here for an extensive guide.

how to get insights in your profile

  1. On the left side of the sidebar you can see where you are in the Customer Data Platform. On the insights page you can easily get some insights into your data.
  2. Under Profile insights you can see a number. This number represents your number of profiles in CM Data.
  3. Below are the most important primary data. In the example you will see email addresses and names of multiple customers. By clicking on one of the headers, the list is sorted based on that value. For example, by clicking "Created on", the last added profile is shown at the top.

At the bottom of the page you can navigate through the columns.


By clicking on one of the rules on the Profile insights page you go to the profile of this person.

How to get insights in your profile

On the left you can find the details that belong to a profile. This contains, for example, the name, gender and primary e-mail address of a profile. A timeline can be seen on the right. This timeline shows all events that pass through a profile. Which Events are shown depend on the sources that are linked to your Customer Data Platform. In the example we see that the profile has bought a ticket, a ticket has been scanned and that he bought something at the bar. By clicking on an event, the event unfolds more information.

At the top right of the profile you see a button with three dots. If you press this button, you will see three important functionalities:

  • Export data: With this button you can export the profile and the events from the profile.
  • Consents: This button indicates whether the customer has given permission to receive marketing communications. By clicking on the button you can change the privacy settings of the profile.
  • Update details: Clicking on this will get you in the screen to edit the profile details manually.
  • Delete: Please note! With this button you delete a profile. Never delete a profile, because this profile can not be restored. If you want to delete a profile, for example at the request of a customer, click on Delete again. The profile has now been deleted from the Customer Data Platform.

Event insights

If you don’t want to look at customer profiles but at one specific event, you can do this with Event Insights. In Event Insights you can select an Event in the selection bar under Event type. By doing this you will see the insights changing with the data associated with that event. At the top right you can export this information as CSV.

Build segments

With insights you can start building segments. A segment is a group of profiles with matching characteristics. You define these characteristics with the filter button under the Insights tab. You can find an extensive guid here.

Click on the filter button to build a new block.

  1. Select the profile attribute or event which you want to segment. In this example, we only want to include profiles whose age is below 30.
  2. In the second field you indicate what you want to do with the attribute: Equals, Does not equal, Contains, Starts with, Ends with, Is Empty, Not Empty.
  3. Select a property of the attribute you want to segment. In the example this is 30.
  4. Click on the checkmark to execute the segment. This also shows the segment directly. If you don’t want to run the segment, click on the cross.
  5. If you want to include another characteristic in the segment, you can do this by filling in the next line. For example, if you want to mail all profiles below 30 years of age, it’s advisable to specify the segment with only customers who have an e-mail address: Email ~ Is not Empty. In the next paragraph we’ll go more in detail about extensive segmentation.
  6. Under Profile insights you can see how many profiles are in your segment.
  7. Are you satisfied with the segment? Save the segment with the Save button
  8. Do you want to retrieve the profiles from the Customer Data Platform? With the Export function you can export the segment completely as .CSV. When you open the .CSV with Excel, you see the same list as in CM Data.

Extend segmentation

The Customer Data Platform also gives you the possibility to put multiple target groups in one segment. This can be can come in handy if you want to send the same expression to multiple target groups. For example, we know that profiles under 30 years respond well to our promotion. Profiles that have bought a ticket for the event in 2017 also show interest. We would like to approach these two groups with one campaign. To put all these profiles in one segment, you extend the selection by adding an extra block.

How to add a group

By clicking on the OR button you can add an extra group.

  1. With the first field you select the characteristic. This time the attribute is not profile data but information that comes from an Event. An Event is an event in one of the linked sources. In the example, the Event is a "Bought a ticket" (profile has bought a ticket).
  2. At this Event you can choose between "At least" or "At most".
  3. Enter the quantity in the third field. For example, if you only want to select customers who have purchased a ticket at least twice, make it "2". Do you want to select customers who have not purchased a ticket? Then select "At Most" | "0"
  4. You can add a date. This date is now on "Anytime". If you only want to select the profiles for which the ticket was sold on a specific date, you can enter a date. You can filter in time on the following: Anytime, on (a specific date), between, last N days, On exactly given days ago, in the past given years, more than given years ago and in between selected past years.
  5. (Optional) In the fifth field you can indicate whether you want to take certain characteristics of the Event into account. In our example, we only want to include ticket buyers from the "The Festival 2018" event.
  6. Click on the check mark and the new segment is calculated. Now have now created a segment with profiles:
  • Who's age is under 30 AND have an email address OR
  • Who's purchased a ticket for The Festival 2018

7. Save your segment by clicking on the ‘save’ icon. Enter a name for your segment. You can optionally add a description. Click ‘Save Segment’ to complete the save.


After you have created the first segment, you can find it under the ‘Segments’ tab. ‘Segments’ is an overview of all segments that you have created and saved. You can also create a new segment with the "Add" button. If you want to change a segment you can click on it, you will get in the first step as described above. Behind the saved segment is indicated how many profiles are in the segment. At the far right of the segment are three dots. If you click these dots you will get multiple options:

How to export to Adress book or Facebook

  • Sync: The first button causes the segment to appear in Address book. With Address Book you can kick off different campaigns. You can find more information on the Address Book Help Center.
  • Export to Audience: If you want to export your segment to Facebook for advertisement you can select it here.
  • Rename: If you want to give the Segment another name you select this.
  • Consent: Here you can view the Consent management of the segment.
  • Duplicate: If you click on this you will duplicate the segment. This can become handy if you want to make a likewise segment but with some small changes.
  • Delete: The second button makes sure that the saved segment is deleted. If you click on this, the segment will be taken directly from your overview. So be careful if you are not sure whether you will need a segment in the future.


All insights come together in the dashboard. You can decide for yourself which graphs you want to see with which data. Click here for the extensive guide.

Create new graph

To add a new graph to your dashboard click on Add in the top right corner.

  1. Start with the title for your graph.
  2. Decide what you want to see with the graph. Do you want to get insights about your customer details? Then select the profile data. If you want to get insights about the events over time for instance the timeline of your ticket sales? Then select the Events over time. Do you want to get insights about your Event properties? For instance, you want to know what the favorite stage was of your event? Then select Event and their properties. The example image shows the steps for the Events over Time data.
  3. Indicate whether you want to display a graph or a table.
  4. (Optional) If you want to look into how events change overtime, this field shows up, in this field you have to select the quantity of the time interval.
  5. (Optional) To follow up previous step, in this field you select the kind of quantity. You can choose between hours, days, years etc. In the example you see that the graph shows the statistics of the last 30 days.
  6. Here you can indicate whether you want to work with Series. A series is actually one segment in a segment. In some cases, it is valuable to compare different segments. For example: how is the ticket sale of young people running as compared to the elderly? If you want to make a new series you have to click on the Add series button.
  7. Give a title for the Series.
  8. (Optional) Choose the segment for which you want to create a graph. You do not have to choose a segment if you want to look at the total number of profiles. Choose a visualization: pie chart, line chart or bar chart.
  9. (Optional) Here you indicate which event type you want to watch. In this case we look at the event type Demo upload.
  10. Here you can filter in your segment for your series, so for instance if you want to know the differences between youngsters and elderly you can here filter on the age.
  11. Indicates what you want to do with the Event type, count, cumulative count, sum or the average.
  12. Here you can type the text for the Y-axis, so what unit are you showing in the graph? In this example you show how many registrations there are in the series that is select, so you fill in registrations.

Click on the Save button if you want to save your Graph.

Adjust graph

If you want to change a graph, you can easily do so in the Customer Data Platform, you can find the extensive guide here.

  • Click on the three dots at the bottom right of the graph that you want to adjust.
  • The menu opens and you can choose between Edit, Duplicate and Delete. To edit the chart click on edit.
  • The edit screen appears. This corresponds to the Create Chart screen as described above.


In Integrations you see data sources that you can link or configure. The Consents source is on by default. This source allows you to configure the privacy settings from profiles. Customers can give permission or unsubscribe from (marketing) communications. For more information, please contact your onboarding manager.

Probably more sources are integrated than you can see on the Integrations page. These are resources that are implemented by default on the account. If you want to see all Integrations you can best view the field at Event Insights. Here you see all Events that are integrated.


If you want to set up automated communication flows you can use workflows. A workflow can be helpful if you want to sent out campaigns that are triggered by an event. For example: sent out three welcome e-mails for every new registration.

There are ways to make a Workflow, the first one is a Click and Select menu the other way is a Drag and Drop interface. You can start with workflows by clicking on Workflows on the side-bar. Hit the Add button or the Add-in-editor in the top right corner to start a new workflow

When first opening Workflows you will just see a white screen with the Add button in the top right corner. When finishing you first workflow, it will appear here.

Next you can set up the Workflow. If you want to use e-mail as a action, make sure you've set up triggered Email campaigns.

  1. First give your workflow a name
  2. Triggers When: When do you want the workflow to be activated? When a profile is added to a segment: When an activity of a profile causes the profile to meet segment criteria, a workflow can start. triggers are always future based events, this mean that profiles already in the segment won't get the workflow. When a profile is removed from a segment: When an activity of a profile causes the profile to not meet criteria of a segment any more. for example: we have a segment: "has not made a payment" and then the customer buys something and a payment-event comes into the Customer Data Platform. The profile falls out of the segment so a workflow can be triggered. When an event is added: When a profile has a new event (activity) the workflow is triggered. If you choose this option a new option appears. If you check the box Filter specific property you get two new fields. Enter the property that you want to filter on and add a value. For example: if you want to trigger a workflow when a profile buys a ticket, you can specify the event by selection the event_name.
  3. This field depends on the trigger you set up. When you want to trigger a segment you have to fill in the segment name. If you want to trigger an event, you'll have to set up the event type (activity).
  4. Consent is important when sending out workflows. With this field you can obey to the GDPR rules. when selecting "-" like in the example, you explicitly don't take the consent rules into account.
  5. Click Add step and start the configurations of you first step.
  6. Choose an action from the drop down menu
  • Wait: a wait is a pause in between communications. For example if you have two e-mails you want to sent, you can add a wait of a day in between so the customer isn't spammed with two e-mails right after each other.
  • Http Call: A Http Call is the most extended action and can be set up to do a number of things. With a POST you can for example sent information from Customer Data Platform to another System. Think of a trigger that requires an action from an account manager. The workflow with Http call can POST this to a CRM system.
  • Send email: the most common use of workflows is setting up a e-mail flow. E-mail flows are one or more triggered e-mail campaigns in a row. Make sure your triggered e-mail campaigns are set-up, reviewed and active before making a workflow.

For Email property, choose the field name that represents an Email Address in your account. Next choose the email campaign you want to use for this step. Only the email campaigns set-up as triggered and that are active are show in the drop down menu. If you've used Merge tags in your email campaign then these will be shown in the step. Choose the fields that the merge tags represent. In the Default option you can fill in a default value for when the field is empty. If you want the default option to be blank, use a space.

  • Send Message: Send a campaign message, for example a remind to them with a text message to their phone.
  • Wait until: Here you can select to wait until a certain event is happening or before a certain event is happening. For example: if you want to wish them a lot of joy on your event, you select here: wait until before 1 hour as the event starts.

7. You can add as many steps as you want. Don't forget to use wait steps to prevent spamming.

8. Click on Save and the workflow is directly active.


Questions? Reach out to your dedicated Data Consultant for help!

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