Profiles contain data about the “wants and needs” of customers as well as their emotions. Profiles make it easier to organize and visualize the data available in the Adaptive Engagement Profile (AEP), providing greater insight into context and behavior.

You can add individual data items to a Profile and organize those data items into categories. This allows you to build up your own "personalized" data dictionary, making the data you are most interested in easy to find and consume.

Think of a Profile as being an organizational view of your data a bit like a filing system. Each file in a filing system contains data relating to a specific category; for example, demographic, pyschographic, location, all Eligibiity Rules used in a previous Summer campaign. The filing system allows you to know where to look for a specific item of data immediately.

For more information, see Create and Manage Profiles.