Our Customer DNA Features

NGDATA’s Customer DNA is at the heart of our Intelligent Engagement Platform. With an unlimited number of metrics – or advanced attributes -, you gain full understanding of every individual customer: the context when the customer is interacting with your brand such as the device and the weather, the engagement or purchase history of that customer, their behavior, preferences, and needs.

So it essentially helps to power a 360 customer view. With these detailed insights, your business can drive relevant and more personalized interactions with individualized engagements.

What does Customer DNA do more
than standard 360 customer view?

Access to an unlimited number of data metrics

In-built and customizable metrics form Customer DNA. These are built on top of simple attributes such as name, gender, address, or the outcome of a formula. For example, the average number of a customer’s website interactions.

More insightful are advanced metrics such as a propensity score for a service or the preferred channel of a customer during a particular time of the day. Customer DNA does not only include the current value of metrics, but also historical values and trends allowing you to gain true insight into the customer behavior with regards to your brand.

Intelligent Engagement Platform - IEP

Customer DNA takes you from data to insights

With our Customer DNA, you are not dependent on predefined flows or metrics. And even though some Standard DNA metrics could be interesting for certain industries, data is too business-specific to generalize this. That is why everything is fully customizable to your business needs. Easily define custom metrics using various methods including formulas, predictive models, neural network models, linear models, and more. 

Relevant experiences drive customer engagement. You can’t make a connection with your customers merely based on that data. Beyond standard customer data aggregations, you need meta information about products, offers, context variables, etc., to continuously score that customer’s propensity or eligibility for converting. 

This strong combination of meta- and context information and model scoring is where our Customer DNA differs from others, as we go beyond the standard digital customer info.

Real-time alerts for behavioral changes

You cannot just rely on a human team to continuously evaluate a customer’s situation. The NGDATA IEP calculates customer values based on incoming interactions, updated entity information, etc. To make practical use of these values in a marketing context, the IEP allows you to configure and manage defined thresholds by means of Alerts, indicating when a particular critical value is met. The purpose of an Alert is to inform you of a value change and optionally trigger personalized experiences as a response to that change. 

Alerts are defined and applied to one single entity, a specific collection of entities, or to all entities of that type, depending on the type of Alert. This functionality is very powerful: the IEP monitors the entire profile population this way and enables you to take – automated – actions on an individual customer level.

Household Insight in Telco

Get insights into group or household usage

With our Customer DNA, businesses get valuable insights into service usage on an individual level, yet them seem to sometimes forget that products and services can be used by multiple people in a group or household. 

All this information aggregated into a single view of the group or household, is NGDATA’s Group DNA. Businesses, such as those in the telecommunications industry, can then manage the information available at the appropriate level, being a group or individual member, such as device usage, subscriptions, or contract and consider it when interacting with them.  

As such, businesses can use Group DNA to send out alerts to customers when their behavior is changing in an unforeseen way. In a household, there are various roles such as the decision-maker and those just using the services. When looking at a household’s data consumption, for instance, businesses can alert the decision-maker when other data packages would be more interesting for that specific household’s behavior. 

How real-time Customer DNA benefits both your customers and your business

1-1 personalization is the optimal way to nurture potential customers and to strengthen the customer-brand relationship. However, real-time updated Customer DNA is not only valuable to the customer himself, but to your entire business. By bringing together the scattered data and intelligence into one platform, it is not only beneficial for the marketing department but it will also mean a big advantage for IT, customer support, and local customer-facing officers.


Imagine one of your customers has contacted the call center 5 times over the past 7 days about a certain complaint. Your customer support representative can then easily pull up that customer’s report and see the full history of everything the customer has done in the past and how they engaged with your brand. It will become clear why the customer is reaching out to you, why they complain, what communication they have received already, etc. This detailed single customer view is then very valuable to your customer support department. And you will also know not to send them a new product offer when that is clearly not what they need right now.

Another example, when a customer inquires about a product or service through customer support (or a direct sales channel), the representative will first see all the available info about you and he will log the new info from the call. When right after that call, that customer walks into his local branch, the sales rep will know exactly what he is looking for and what info he has received already. There is nothing more annoying for a customer to have to repeat all the background context for yet another time. The conversation can be picked up right where it was left off on another channel thanks to that unified customer view.