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Omneo provides three distinct mechanisms for removing or anonymising a customer profile. Each has different consequences for data recovery, reporting integrity, and regulatory compliance.

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Delete

A deleted profile is soft-deleted. The record is removed from all API responses and reporting views, so it cannot be found or used in normal operations. However, the underlying data is retained and the profile can be recovered by an administrator if needed. Use deletion when a profile needs to be hidden from the platform but there is a reasonable chance it may need to be reinstated: for example, a duplicate profile, a test account, or a customer who has left but may return. Deleted profiles appear with a profile type of Deleted in the database.

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Purge

A purged profile is permanently and completely removed from all Omneo systems. The record cannot be found, retrieved, or recovered by any means once purged. Use purge only when full removal is required and recovery is not a concern: for example, when a customer has explicitly requested erasure under applicable privacy legislation and there is no legitimate reason to retain the record.
Purging a profile is irreversible. All associated data, including transactions, incentives, and interaction history, is permanently deleted.

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Depersonalise

A depersonalised profile has its personally identifiable information (PII) replaced with unidentifiable values. The record itself remains in Omneo and continues to be counted in reporting and aggregations, but it can no longer be traced back to a real person. Fields affected typically include first name, last name, email address, phone numbers, dates of birth, and addresses. These are overwritten with anonymised placeholders. Use depersonalisation when you need to honour a customer’s right to be forgotten but want to preserve the statistical integrity of your historical data: for example, maintaining accurate lifetime revenue figures without retaining the identity of the individual who generated them.