A Profile in Omneo is the record representing a single known person. Most other data types (transactions, incentives, interactions, addresses, and identities) link back to a Profile via the profile ID. Profiles are not limited to customers. They can represent staff members, corporate accounts, dependants, or system-level placeholders depending on the profile type in use.Documentation Index
Fetch the complete documentation index at: https://docs.omneo.io/llms.txt
Use this file to discover all available pages before exploring further.
Profile types
Omneo supports several profile types to cover different use cases:| Type | Description |
|---|---|
| Active | A standard profile for a known customer. The most common type. |
| Deleted | The profile has been soft-deleted. It is removed from API responses and reporting views but can be recovered. |
| Dependant | Used for associated persons such as children or pets, linked to a primary profile. |
| Incomplete | A profile created as part of a workflow where full details have not yet been captured. |
| Pending | A profile in a pre-activation state, used for certain onboarding and workflow scenarios. |
| System | A profile representing a system or generic entity rather than a real person (for example, a Guest user placeholder). |
| Temporary | A profile created to identify a person for a service interaction, scheduled to be forgotten once the service is complete. |
What a Profile contains
Profiles are rich data objects with several layers of information.Core profile fields
Fundamental identifying information: first name, last name, email, mobile phone, date of birth, gender, currency, and join details. See Core fields for the full field reference.Attribute tables
Extended data linked to the profile:| Attribute namespace | Description |
|---|---|
| Addresses | One or more postal addresses |
| Aggregations | Calculated facts like lifetime spend and average transaction value |
| Appearance attributes | Physical measurements, size preferences, style attributes |
| Comms attributes | Communication preferences and opt-in/opt-out status |
| Custom attributes | Brand-defined fields for any additional data |
| Dates attributes | Key dates associated with the profile, such as birthdays or anniversaries |
| Identities | External system IDs (Shopify ID, loyalty card number, etc.) |
| Tags | Short labels for categorisation |
| Statuses | Special reserved tags that identify classes of profiles and can influence incentives and other platform behaviour. See Tags and statuses. |
Activity tables
Records of what the customer has done:| Table | Description |
|---|---|
| Transactions | Completed purchases and returns |
| Interactions | Non-purchase events (store visits, profile updates, ratings) |
| Ledger | Immutable audit trail for all incentives earned or redeemed, credits, payments, and running balances |
| Audits | System-level change log |
Incentive tables
Current incentive state:| Table | Description |
|---|---|
| Rewards | Active reward balance |
| Points | Point balances by definition |
| Benefits | Issued and claimed benefits |
| Tiers | Current tier assignment |
| Achievements | Achievement progress and levels |
| Redemptions | History of used incentives |
Known vs Guest customers
A Known Customer is a profile with at least a name and contact details, to which transactions and interactions can be attributed. A Guest is an anonymous shopper who has chosen not to create a profile. The value of Omneo is in the Known Customer: the ability to personalise, incentivise, and maintain a relationship with an individual over time.Profile lifecycle
- Created: when a customer signs up in-store, online, or via API
- Enriched: as more attributes, transactions, and interactions are recorded
- Merged: if duplicate profiles are found and consolidated
- Deleted: soft-deleted; removed from API responses and reporting but recoverable
- Purged: fully and permanently removed from all systems; cannot be recovered
- Depersonalised: record remains for reporting but all PII is removed and replaced with unidentifiable values; often done to comply with a customer’s right to be forgotten
Related
Core fields
The full reference for all default profile fields.
Identities
How external system IDs link to a profile.
Tags and statuses
How labels and status types work on a profile.
Profiles API
Create, read, update, and delete profiles via the API.