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The Customer data battery helps you know who your contacts are and what they want to hear. It adds audiences that keep themselves up to date, traits worked out from what people do, duplicate finding and merging, consent per channel with a preference page, and events from your own website and systems.
Your plan must include Customer data. Without it, every contact still keeps its messages and activity, and a STOP reply still stops messages — on every channel at once.

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Audiences

An audience is a group of people described by rules — “added to cart in the last 7 days and didn’t order”. People join and leave as they match, within a few minutes of what they do. Open Audiences from the menu.
The audiences list with how many people are in each

Audiences

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Build an audience

1

Name it

Choose New audience, and give it a name and, if you like, a description.
2

Add conditions

Choose whether people must match all or any of the conditions. You can add up to 20 conditions in up to 5 groups.
3

Check who matches

Matching right now counts as you edit, and Sample shows some of the people.
4

Save

Choose Save audience. OMNI works out who’s in, and keeps it current from then on.
Used in shows where an audience is used. An audience can be:
  • the recipients of a broadcast on SMS, WhatsApp or RCS — see Broadcasts;
  • what starts an AI agent’s workflow, when someone joins or leaves it — with AI Agents;
  • a condition in another audience.

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Traits

Traits are facts worked out for every contact from their messages, visits and deals. See them under Audiences → Traits, and on each contact’s page. Built-in traits include Last engaged, Last message from them, Last message to them, messages each way over 90 days, Reply rate · 90 days, Delivered rate · 90 days, Preferred channel, Lifetime value and Open deals (from Pipelines), Activity · 30 days and First seen. Messages on SMS, WhatsApp and RCS all feed them. You can add a custom trait worked out from an event your website or server sends: how many times it happened, when it last happened, or the total of a number in it, over the last so many days — “Cart adds · 30 days”, for example.

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Duplicates and merging

OMNI looks for contacts that may be the same person every night: Same email, Same customer id, Same number, or Same name and email domain. When it finds some, Possible duplicates appears on the Contacts screen with a count.
Pairs of contacts that may be the same person, with the reason and a Merge button

Possible duplicates

Each pair shows both contacts, why they look alike and how many messages each has. The one with more history is offered as the one to keep.
1

Open the pair

Choose Merge on the pair.
2

Pick what to keep

Where the two differ, pick which value to keep. Everything else from both is kept.
3

Merge

The other contact’s history moves to the one you keep. If both have an open ticket, the older one is solved as merged.
Not the same dismisses a pair; you can still see dismissed pairs. On a contact’s page, Identity lists every way OMNI recognises them — extra phone numbers, email, customer id — and lets you add another. With Customer data, consent is kept per channel and per kind of message:
  • Marketing — campaigns, promotional templates, offers;
  • Updates — replies, order and appointment updates.
Someone can stop marketing on WhatsApp and keep getting it on SMS, or stop SMS updates without stopping everything. Without the battery, STOP stops every channel. Voice is a channel people can stop too, so someone can stop calls without stopping messages. Every change is recorded with where it came from — a keyword reply, the preference page, an import, your server, your team or a merge — and is never edited. On a contact’s page, the Consent card shows where they stand on each channel, and Change consent lets your team record a change. A reason is required, and kept as proof.
Consent settings with opt-in for marketing, stop words, start words and the preference page

Consent settings

Open Settings → Consent to set how it works for your account: Held back · 7 days lists campaigns that skipped people who stopped or didn’t opt in.

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The preference page

Add {{preferences_link}} to any broadcast or template. It opens a page where the person chooses what they hear from you:
  • Offers on each channel your account has, one switch each;
  • Order and appointment updates, which are always on;
  • Stop all messages.
Links work for 90 days. After that, the person confirms their mobile number with a code. A contact’s own link is also on their Consent card.

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Data sources

Settings → Data sources takes in what customers do on your website and in your own systems. Events join the contact they belong to and show on their timeline; they can feed audiences and custom traits.
Data sources with event counts, keys and the website snippet

Data sources

The screen shows events in the last 24 hours, how many were sent in from your server and website, visitors waiting for a phone number, and recent rejections. Live events lists the last 50 sent in, with how each went.

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Keys

Choose New key and say where it is used: Revoke a key and anything using it stops at once.

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Sending events

  • From your website: make a website key to get your snippet, and add it to your pages. Page views count on their own. Say who someone is when they log in or check out.
  • From your server: the screen shows a ready example with your key. You can identify people (by phone, email or customer id, with traits), send single events, or send up to 100 at a time.
People without a phone number are kept as visitors, and join the contact once a phone is known.

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Who may use Customer data

An Owner or Admin can change these on the Roles screen. See Team and roles.