User profiles
Profiles support segmentation, personalization, lifecycle analysis, support, and cross-device understanding. They require clear identity rules for anonymous and known users, merge and split behavior, freshness, consent, access, and deletion. A profile should contain only data needed for defined purposes, and sensitive attributes should receive stronger governance.
What is User profiles?
User profiles are consolidated records that combine identifiers, attributes, preferences, and behavioral history associated with a user or account.
Why it matters
Profiles support segmentation, personalization, lifecycle analysis, support, and cross-device understanding. They require clear identity rules for anonymous and known users, merge and split behavior, freshness, consent, access, and deletion. A profile should contain only data needed for defined purposes, and sensitive attributes should receive stronger governance.
Example
After login, an anonymous browsing history is linked to the correct account profile under documented identity and consent rules.