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Home/Documentation/Data and Customer 360

Data and Customer 360

How Appice captures events, unifies profiles, supports ELT, and activates data downstream.

Appice IntegrateCustomer Data Platform · ELT & Reverse ETL

Events, attributes, and SDK data

Appice starts with event collection. Development teams instrument events in the app or web experience, and those events become the behavioral foundation for analytics, segmentation, journey mapping, and campaign triggers.

Each event can include attributes that add context such as channel source, screen, amount, status, or error state. The manual uses financial journey examples like fixed deposits to show how Appice models steps and drop-offs.

{ "event": "FDCreate", "attributes": { "DepositAmount": "50000", "Tenure": "12M", "InterestRate": "7.1", "FDOpened": true } }

Customer 360

Customer 360 is the unified profile built from transactional, behavioral, and demographic data. The product manual also describes this as the single customer view or golden record. It acts as the source of truth for segmentation, personalization, and targeting.

  • Behavioral events from SDKs
  • User properties and app traits
  • Transactional data from banking or enterprise systems
  • Demographic and product-level data
Why this matters: without a unified record, personalization becomes fragmented. Campaigns may still go out, but they are less contextual and less precise.
Appice screenshot
Customer 360 and detailed user profile screens from the manual.
Appice screenshot
The unified record becomes the basis for downstream targeting.

ELT and data unification

The manual describes a broad ELT capability: extract data from source systems, load it into storage, and transform it into usable unified structures. Appice supports both streaming and batch ingestion patterns, as well as temporary staging, validation, and auditability.

ExtractSQL, NoSQL, CRM, files, APIs, logs, websites, and internal systems.
LoadObject storage and warehouse-aligned landing zones.
TransformSchema mapping, data quality checks, business rules, and enrichment.
UnifyBuild a usable profile and trait model for targeting and reporting.

Reverse ETL and data activation

Once customer data is unified, Appice can activate it into downstream systems. The manual refers to this as reverse ETL or data actions. It is the process of taking modeled data from the warehouse and pushing it into operational systems like marketing, advertising, or messaging platforms.

This turns customer data from a reporting asset into an action asset. A common use case is finding dormant or high-value users and activating that audience through push, web, or ad platforms.

Practical publishing note

For the live help center, keep this topic separate from campaign setup. Data articles should explain how profiles are built, while campaign articles should explain how those profiles are activated. That split makes the documentation much easier to scan.