Configurability Changes the Game: Part 2 Five Examples of Meeting Unique Enterprise Needs with a Configurable, Agile Approach

December 19, 2016


AgilOne focuses exclusively on enterprise B2C brands. Such brands have a lot of unique requirements, and it’s important that they are able to configure their customer data platform to precisely meet these requirements. These configurations extend through all layers within AgilOne, from integration, to analysis, to engagement, end-to-end across the platform, allowing brands to fully use AgilOne to reflect their business and engage with their customers at every step.

Here are five real-life examples of configurability in action:

Example 1: Configurable appended attributes. An athletic apparel company has very specific definitions for shopping behavior and customer segments, and in addition to leveraging AgilOne’s standard attributes, this brand has configured its own attributes into the AgilOne platform. Here are they ways this plays out in AgilOne:

  • Scope: The scope of custom attributes configured into the system for this brand includes 90 appended attributes across shopping behavior segments, and nearly 600 custom attributes in all. This breadth of customization would not be possible without a configurable platform.
  • Marketer-friendliness: AgilOne has configurable integrations with many data append providers (e.g., Acxiom, Experian, DataLogix, etc.). All of the attributes have user-friendly names in the UI, which can be mapped from the “codes” provided by data append providers, making it easy for marketers to understand their customers in business terminology.
  • Leveraging custom attributes in multiple places: The business impact for configurable attributes is in how these attributes show up across the entire platform. For example, they appear in the AgilOne 360 Profile, showing marketers the exact customer details they care about. The attributes are used as criteria for analysis, in both summary reports and in models for analysis themselves. The attributes also serve as criteria for segmentation and targeting through their ESP.
  • Value from AgilOne: This brand leverages custom attributes in every way they need to, without compromise, and across every layer of marketing. Being able to customize their business to this degree boosts customer lifetime value and return on marketing spend.  

Example 2: Configurable data feeds supporting custom entities, attributes, and events. It is important for enterprise brands to control exactly what data goes into their system without relying on agency work or building extra in-house tools. Here are some examples of retailers with custom configured data feeds:

  • Support for a business’s exact needs: AgilOne customers have defined their own custom data feeds based on the attributes, entities, and events that are important to each business. For the athletic apparel company, some of these feeds include their own custom-defined color and pattern combinations, custom geo-mapping, and custom segments based on in-store event attendance. Another AgilOne customer, a premium luggage brand, has configured its own feed based on custom product names, price, availability at different warehouses, and description depending on customer-preferred language and country. These retailers also uses their own customer segments along with these custom feeds.
  • Value from AgilOne: When you can configure all of these things together into your customer data platform, the possibilities for marketing are endless. You can leverage all the fields for every use case, across every point of engagement, analysis, and anywhere else.

Example 3: Configurable single view of the customer. Every brand seeks to have a “single view” of the customer, but what exactly that view should include is different from brand to brand. AgilOne lets you configure exactly what you want to know about your customers into the profile. Here are some examples of how customers are using this important feature.

  • Many ways to leverage a 360 Profile: The AgilOne 360 Profile is like a configurable lens through which a brand views what’s important about its own customers. The 360 Profile can be viewed directly in the AgilOne UI or leveraged in an external system via the AgilOne API. A high-end clothing retailer gives store sales associates access to the 360 Profile UI; a different retailer uses the 360 API to send 360 Profile data to their call center.
  • Visibility into customers on each brand’s terms: A premium luggage brand includes their own custom criteria in the 360 Profile, such as email source, newsletter frequency, whether customers are subscribed to SMS, country shipping preferences, and preferred language and store. A different retailer has configured their 360 Profile to show preferred product color combinations and recent in-store event attendance.
  • Value from AgilOne: Each company is different, and AgilOne lets each brand configure these differences into their own single view of the customer.

Example 4: Configurable scores, triggers, and calculations. Enterprise marketers also need to be very granular with how they calculate criteria for analysis and personalization. Not only are configurable data attributes important, but being able to configure the way the system scores customers and personalizes against those scores is equally important. Here are some examples of how this can vary from brand to brand:

  • Defining engagement on a brand’s own terms: The athletic apparel retailer we’ve been discussing calculates several KPIs based on in-store event attendance, which is then leveraged via scripting and surfaced in AgilOne Actions and Metrics—meaning scores based on criteria like “specific type of events attended in the last six months” can be used to trigger targeted email, recommendations, and any other personalization, and it can also be used for analysis in reporting. The athletic apparel retailer sends personalized welcome emails based on the when the customer signed up, but excludes pop-up stores and other events from the “closest store” calculations. With AgilOne, this retailer can easily configure both the calculations and the exceptions to those calculations.
  • Leveraging social interest data: An enterprise fabric and craft company uses AgilOne to personalize based on customer social interests collected from their social log-in platform.
  • Value from AgilOne: Because every brand is unique and the way they calculate and score segments is inherently different, AgilOne lets brands customize not just their definitions, but the calculations on their definitions too.

Example 5: Configurable deduping. Another significant difference across brands is how they prefer to dedupe across multiple data sets into a single customer ID. A core differentiator for AgilOne is our Data Quality Engine (DQE), which continuously cleanses, dedupes, and enriches data from all sources. In addition to the standard deduping rules and AgilOne’s own “secret sauce” of fuzzy deduping, we can add additional deduping rules leveraging client-specific attributes. Here are two examples:

  • Deduping to align with business needs: Typically within the DQE, a phone number is an exact match. One enterprise retailer includes phone numbers in four different attributes, and they wanted the deduping process to match across all four. With AgilOne, the retailer could configure the DQE to accommodate this requirement.
  • Deduping by loyalty ID: For another retailer, it is important to dedupe against the loyalty ID number. While this isn’t AgilOne’s standard deduping process, the retailer was easily able to configure this requirement into the system.
  • Value from AgilOne: Even the way we reconcile data to create single customer IDs is configurable. Enterprise brands who have their own way of deduping records into a single ID can configure this right into the platform.


As brands prioritize digital marketing investments that are future-proofed, agile, and able to meet unique needs at a very granular level, we will see a shift away from the old methods of long custom engagements and internally developed supplemental software tools, and a move toward investing in solutions that provide enterprise flexibility right out of the box. And the world’s top retailers are leading the way with AgilOne.


To learn about lululemon’s comprehensive and forward-looking omni-channel strategy, check out this recent article from Retail Touchpoints.

To learn more about AgilOne, download our datasheet.

To learn more about our recent AgilOne V6 launch, read the press release.