Microscope: Customer Profile and Demographics

Microscope is a great tool for understanding an individual customer's predictive analytics, but can also give you insight into where the customers are (geographically) as well as other important demographic data. Keep in mind that almost 100% of the data captured in the Profile section are provided via your integration with Retention Science. This majority of the information is data that your clients have provided and you have collected via your online forms, or account creation process. In this article we will go through each data point and any important information that can be relevant to marketers.

The basic demographic data that is provided to ReSci and shows up in the profile section is:

• Full Name - This First Name of each user can be populated in emails, subject lines and preview text by using the {{fname}} merge tag. This can add a personal touch to any email you're sending and had been proved to increase open rates when used in the subject line or preview text.
• Email - We collect this for every user (how else do you expect us to email them?). This can be used to populate information in surveys or other use cases in which an email needs to be fed for information. You can learn more about this functionality by reading this article.
• Phone - Want your CS team to reach out to a customer in a more personalized manner? A phone call is a great way to create engagement through another channel. For B2B or wholesale businesses use the Ready To Buy segment and give them a call to see if you can help them with a purchase.
• Location - You can use this to advertise a new B&M shop that is opening up. It can also be used to target specific users in a location that your product is making its debut. 
• Gender - If you're not explicitly collecting this, don't worry Cortex is predicting each user's gender based on the name and email address for each user with a 98% accuracy rate. You can use this to market gender specific products to the correct audiences.
• Age - This will populate only if you are collecting a birthdate.
• Registration Source - This is meant to allow you to identify your highest performing acquisition channels as well as allowing you to differentiate your users based on how they were acquired. Check out this article all about registration sources.
• Last Checkout Success - This is populated based on the JS tracking present on your website through your ReSci Integration. This gives you some insight into when this specific user last made a purchase. If the data here is N/A this means that the user has never made a purchase.
• Date Unsubscribed - This is the date that a user unsubscribed from your emails. You can resubscribe (only available if a user has unsubscribed) and unsubscribe users from your emails by clicking the button below this data point.

That's it for the Profile and Demographics section of the Microscope tool. Check out the detailed articles on the other sections in the Microscope Tool by clicking on the links below:

1. Predictive Analytics
2. Product Recommendations and Last Products Purchased
3. Email History
4. Activity and Latest User Actions