With customer profile enrichment, your understanding of the customer goes far beyond a simple email address or phone number. Profiles are filled with rich insights such as purchase history, browsing behaviour, predicted customer lifetime value (LTV), channel preferences, and more. You understand not only who your customers are, but what they want, when they want it, and how they prefer to engage.
Why it matters
Why Klaviyo
Key features
Get started
Why does customer profile enrichment matter?
Generic marketing no longer works. Customers expect personalised experiences that feel relevant to their individual needs and preferences.
Customer profile enrichment makes this possible by giving you the data foundation you need for genuine personalisation. Ideally, customer profile enrichment happens automatically as customers interact with your brand. Each click, purchase, and engagement adds another layer of insight, creating profiles that become more valuable over time.
With enriched customer profiles, you can send messages that feel more personal, and use AI-powered predictive insights to:
- Identify behavioural changes before they happen so you can adjust your messaging proactively.
- Time your outreach.
- Choose the right channels for connecting with customers.
Why choose Klaviyo for customer profile enrichment?
1. Real-time data foundation with over 350 integrations
Klaviyo connects to your entire tech stack through over 350 pre-built integrations, automatically pulling data from your website, subscription management software, data warehouse, and more. This creates a complete customer view without manual data entry or complex setup.
2. AI-powered predictive insights
Klaviyo AI (K:AI) analyses customer behaviour patterns to predict future actions such as churn risk, LTV, and next purchase date. These insights appear automatically on every profile, giving you actionable intelligence for better targeting and personalisation.
3. Behavioural and preference tracking
Klaviyo captures every customer interaction, from email opens and product views to purchase patterns and channel preferences. This behavioural data enriches profiles continuously, so you always have the most up-to-date picture of each customer.
4. Custom property collection and management
Collect specific customer preferences through sign-up forms, preference centres, and surveys. Klaviyo stores this information alongside behavioural data, creating profiles that reflect both what customers do and what they tell you directly.
Key features of Klaviyo’s customer profile enrichment
Feature | Description | Available with Klaviyo |
|---|---|---|
Unified customer profiles |
| ✔️ |
Probabilistic matching |
| ✔️ (Limited Availability) |
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| ✔️ |
| Track website activity, email engagement, text message interactions, and purchasing behaviour to build a complete view of every customer’s relationship with your brand. | ✔️ |
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| ✔️ |
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| ✔️ |
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| ✔️ |
How to get started with customer profile enrichment
- Connect your data sources.Install Klaviyo’s tracking code and connect your ecommerce store. Customer profiles start enriching automatically as data flows in from your website and other integrated tools.
- Review your merged profiles.Go to your unified customer profiles to see how Klaviyo has combined data from every touchpoint into a single view—and, where applicable, how probabilistic matching has merged profiles that are likely to belong to the same person. Use this view to confirm you’re working with a complete picture of each customer.
- Gather more zero-party data.Create sign-up forms, preference centres, and surveys to collect customer interests, preferences, and attributes directly from your audience—such as favourite product categories, preferred communication frequency, or lifestyle details. This zero-party data enriches profiles beyond what behaviour alone can tell you.
- Enrich profiles with AI/ML. Let Klaviyo’s AI do the rest. As customers browse, make purchases, and engage with your messages (opens, clicks), Klaviyo automatically generates insights such as channel affinity, predictive LTV, RFM score, and churn risk—no data scientist required. These properties appear on every profile and power smarter segmentation and personalisation.
- Use enriched data for targeting and personalisation. Put your profiles to work. Build segments and trigger flows—like birthday discounts, cross-sell sequences, or win-back campaigns—using behavioural data, predictive insights, and custom properties. Personalise by sending to the channel each customer prefers and by dynamically tailoring content (for example, using a show/hide block conditional on whether someone is an RFM Champion) so every message feels relevant.
- Monitor and optimise. Track how enriched profiles improve your marketing performance through better segmentation, personalisation, and LTV growth.
Customer profile enrichment transforms scattered data points into a complete understanding of each customer. With Klaviyo, this process happens automatically, giving you the insights you need to build stronger relationships and drive sustainable growth.