Using the Customer Identifier
In the Use phase, the MXO Data Adapter framework requires read access to any relevant data you may want to use for decisioning.
When your organization wants to make decisions about presenting customers with optimized content based on existing data you hold for that customer, you can expose that data to MXO through the Data Adapter framework. The Data Adapter framework can use any attribute as a key for accessing an individual customer’s existing information.
Points to Note
| Phase | Note |
|---|---|
| 1 | A customer visits a Touchpoint. For example, a web page, mobile app page, call center, or social app. |
| 2 & 3 | MXO identifies the customer based on their identifier and context. |
| 4 | A request is made to your data source using the data adapter framework and attribute specified as the key for this data source. |
| 5 | MXO stores the retrieved customer data in a cache. It is not persisted on disk. |
MXO assumes that a customer identifier can be used directly as a key for your data sources. MXO stores this identifier as an abstract value, using it only to link a customer across Touchpoints and to access data sources. Example customer identifiers might include a CRM contact ID or email address.
