Customer Profiles
Know every person in seconds.
One person across four focused views: Overview, Vehicles, Activities and Household.
Built on the Data Management Layer
Every profile sits on the Data Management Layer. It brings DMS, CRM and website records together into one accurate person and household and keeps the best contact information current, so everything shown on a profile, every view and every number, is already resolved and clean.
Overview
Total spend across sales and service, based on available DMS history, plus last purchase and last service. Identity, household and garage counts at the top.
Start every call knowing what they're worth.
Vehicles
Buyer and co-buyer, deal type, exact term and rate, estimated mileage and VIN, for every vehicle, with current ownership status.
Spot equity, lease-end and service opportunities.
Activities
Marketing, CRM, web and sales/service touches in one timeline, filterable by channel, including the vehicles and pages they viewed, with time on page.
Reach out while they're still in-market.
Household
Every identity at the address, what they drive, how many sales and service visits each has, and what the household is worth in total.
The second car is where the next sale is.
The four views, on a real person
The same profile also shows:
- Vehicles: every vehicle owned, with buyer and co-buyer, deal type, exact term and rate, estimated mileage and VIN, and current ownership status, so you can spot equity, lease-end and service opportunities.
- Activities: every marketing, CRM, web and sales or service touch in one filterable timeline, down to the vehicles and pages they viewed with time on page.
- Household: every identity at the address, what each drives, sales and service visits per person, and total household spend, including members with no contact data of their own who would be invisible without resolution.
- Under the hood: duplicate DMS, CRM and website records, in different spellings and with mixed contact quality, resolved to one person and one household, with the best verified email, phone and address surfaced and opted-out contacts flagged.
Three data sources, five records, one person.
Three spellings and mixed contact quality come in across DMS, CRM and website. What your team sees instead: one person, one total spend, and the best contact information, with an email opted out on any source shown as opted out on the profile, so no one sends to it.
Platform figures are current totals from the Activator Data Quality dashboard; spend and household examples are drawn from a live profile with personal details masked. Website behavior requires the Activator website pixel; CRM activity requires a supported CRM integration.
Frequently asked questions
Customer Profiles, in plain terms.
What is a customer profile in Activator?
It is a single view of one person built from the DMS, CRM and website records that belong to them, so a marketer sees the whole person instead of scattered pieces.
What do the four views show?
Overview summarizes the person, Vehicles lists what they own, Activities is a timeline of what they have done, and Household groups the people and vehicles at one address.
How does Activator know several records are the same person?
The Data Management Layer resolves DMS, CRM and website records into one identity when a name and a contact point agree, so several records across three sources can resolve to one person.
What is the household view?
It groups the people and vehicles that share an address, so a marketer can see the full household rather than one isolated buyer.
Where does the activity timeline come from?
It draws on the DMS, CRM and website records behind the profile, including pages viewed, so the timeline reflects what the person actually did.
Is the profile built on resolved data?
Yes. Every profile sits on the Data Management Layer, so it is built on one resolved identity and household rather than duplicate records.