The Datasource described on this page is an illustrative example. The actual fields, structure, and naming will vary based on your brand’s specific data model and integration. Use this as a reference for the type of data needed, not as an exact specification.
Overview
CRM 360 is the master Datasource that provides the individual customer profile to all Workflows. It contains everything needed to identify a customer and understand their relationship with the brand: identity, purchase behaviour, lifecycle stage, value metrics, channel preferences, and loyalty status.
This is the most-connected Datasource — used by every Use Case.
Key Fields
| Field | Type | Description | Example values |
|---|
customer_id | String | Unique customer identifier | "C-2847391" |
email | String | Primary email address | "marie@example.com" |
lifecycle_stage | Enum | Current lifecycle position | prospect, one-timer, repeat, loyal, at-risk, dormant, VIP |
purchase_count | Integer | Total number of orders | 7 |
last_purchase_date | Date | Date of most recent order | 2024-11-15 |
first_purchase_date | Date | Date of first order | 2023-02-20 |
total_spend | Currency | Cumulative revenue from this customer | €1,247.50 |
average_basket | Currency | Average order value | €178.21 |
preferred_category | String | Most-purchased product category | "shoes" |
locale | String | Language/country preference | "fr-FR", "en-GB" |
channel_preferences | Object | Opt-in status per channel | {email: true, push: false, sms: true} |
loyalty_member | Boolean | Whether enrolled in loyalty programme | true |
app_installed | Boolean | Whether mobile app is installed | false |
churn_score | Float | Proprietary churn risk score (0–1) | 0.73 |
segment | String | Business segment assignment | "high-value-recurring" |
Connected Use Cases
| Use Case | How CRM 360 is used |
|---|
| Enriched Product Recommendation | Customer segment, preferences, and locale for targeting |
| Lifecycle Banner | Lifecycle stage detection and messaging adaptation |
| Loyalty Programme Banner | Membership status, enrolment eligibility |
| Customer Value Block | Total spend, purchase count, relationship metrics |
| Live Polling | Profile completeness, data gaps to fill |
| 1:1 Personalised Digest | Master orchestration of all blocks |
| Drive to Store / Web / App | Channel preferences, location, app status |
| Opt-in Banner | Current opt-in status per channel |
Data Requirements
| Requirement | Details |
|---|
| Update frequency | Daily minimum — ideally real-time for transactional fields |
| Minimum fields | customer_id, email, lifecycle_stage, purchase_count, last_purchase_date |
| Recommended fields | All listed above for full personalisation coverage |
| Format | JSON or CSV via Datasources API |
| Volume | No limit — one record per customer |
Integration Notes
CRM 360 is typically sourced from the brand’s CDP (Customer Data Platform) or CRM system. It can be populated via:
- Batch import: Daily CSV/JSON upload via the Datasources API
- Real-time sync: Webhook-triggered updates on purchase events
- DataHub connectors: Pre-built integrations with major CDPs
CRM 360 is the only Datasource required for ALL Use Cases. Start here when integrating with Reelevant — other Datasources add depth but CRM 360 is the foundation.
