Core Profile Fields

The core fields are the default fields present on every Omneo Profile, regardless of brand configuration. Extended data lives in linked attribute tables.

Identity fields

Field	Type	Description
`id`	UUID, system-generated	Unique Omneo identifier. Example: `8ad465ea-4b2c-4d2a-bace-87b3a45f76a1`
`external_id`	String, nullable	Optional external identifier for use by integrating systems
`title`	String, nullable	Title (Mr, Mrs, Ms, Dr, etc.)
`first_name`	String	Customer’s first name. Defaults to `Unknown` if not provided on creation.
`last_name`	String	Customer’s last name. Defaults to `Unknown` if not provided on creation.
`full_name`	String, computed	Concatenation of first and last name

Contact fields

Field	Type	Description
`email`	String, required, unique	Email address. Unique across all profiles.
`mobile_phone`	String, nullable, unique	Mobile number in E.164 format (e.g., `+61412374263`). Unique across all profiles.
`secondary_phone`	String, nullable	Secondary phone number in E.164 format

Mobile uniqueness is enforced globally. If a mobile number already exists on another profile, the incoming value will be rejected. Omneo can be configured to route clashing numbers to secondary_phone instead, but this should be used with caution. The preferred resolution is to flag the conflicting profiles for merge or deletion.

Personal details

Field	Type	Description
`gender`	Enum, nullable	`MALE`, `FEMALE`, `WITHHELD`, or `OTHER`
`birth_day`	Integer, nullable	Day of month (e.g., `15`)
`birth_month`	Integer, nullable	Month number (e.g., `9`)
`birth_year`	Integer, nullable	Birth year (e.g., `1984`)
`next_birthday`	Date, computed	Next upcoming birthday anniversary
`birth_date`	Date, computed	Full date of birth
`company`	String, nullable	Business or company name
`occupation`	String, nullable	Customer’s occupation
`avatar_url`	URL, nullable	Full URL to a profile avatar image
`currency`	ISO 4217, nullable	Customer’s preferred currency (e.g., `AUD`). Defaults to tenant default if not set.

Location and joining

Field	Type	Description
`joined_at`	Timestamp, nullable	When the customer joined. Defaults to `created_at` if not set. Only updates if the incoming value is earlier than the current value.
`join_location_id`	Integer, FK	Location where the profile was created. Does not change once set, unless an earlier `joined_at` date is received alongside a new location.
`preferred_location_id`	Integer, FK	Customer’s preferred store location

System fields

Field	Type	Description
`created_at`	Timestamp, system	When the profile record was created
`updated_at`	Timestamp, system	When the profile record was last modified
`deleted_at`	Timestamp, nullable	Soft delete timestamp
`is_completed`	Boolean	Whether the profile is considered “complete” by the brand’s definition

Incentive summary fields

These computed fields are available on profile responses:

Field	Type	Description
`reward_balance`	Decimal	Sum of all active, unexpired rewards
`point_balance`	Integer	Total point balance across all point definitions
`combined_balance_dollars`	Decimal	Combined dollar value of rewards and redeemable points
`tier_handle`	String	Handle of the profile’s current tier

Extended profile data lives in linked attribute namespaces: Addresses, Aggregations, Appearance, Comms, Custom, Dates, and Identities. These are returned via separate endpoints or included via query parameters on the profile response.

Platform

Profiles

Commerce

Incentives

Visits

Lists

Feedback

Organisations

Extensions

Platform surfaces

Groups

Automation

Core Profile Fields

Identity fields

Contact fields

Personal details

Location and joining

System fields

Incentive summary fields

​Identity fields

​Contact fields

​Personal details

​Location and joining

​System fields

​Incentive summary fields

​Related

Identity fields

Contact fields

Personal details

Location and joining

System fields

Incentive summary fields

Related