For years, the answer to data fragmentation was to buy another tool. A new platform for loyalty. Another system for service. A separate solution for analytics. But more tools meant more silos, and now AI is acting like a spotlight on those cracks.
The conversation is shifting. Instead of debating which team owns the customer data platform, enterprises are asking a different question: how do we build a shared, trusted data foundation that works across the entire organization?
The real value of customer data is giving every team the same context to act on.
From segments to people
Think about a customer named Kathy. She's not a row in a database. She's a real person with immediate goals, interacting with your brand for a specific reason.
When you unify data into real-time dynamic profiles, you stop looking at marketing segments and start looking at people. You bridge what you know about Kathy historically with what she's doing right now, moving past static lists to create a living, dynamic profile.
The key shift is that every team can leverage the same profile. Your digital team, your marketing team, your service team, your operations team: they all know that Kathy is planning a ski trip.
As one customer put it in a Gartner Peer Insights review: "As a multi-brand retailer operating across 30+ brands, having a clear, unified view of our customers is essential and Amperity has made it possible. The platform enabled us to unify fragmented data sources into a single customer view, which significantly elevated the sophistication of our segmentation. Implementation was seamless, even across a complex, multi-brand structure. We're able to use the data from Amperity to generate audience insights that guide smarter targeting decisions. With Amperity, we're now able to send more data-driven, relevant, personalised communications - reaching the right customers on the right channels, at the right time. The platform helps our teams execute campaigns with greater confidence and precision, thereby driving stronger engagement and results."1
The P&L case for unified customer data
When every team shares the same customer context, three things happen to your bottom line.
First, you eliminate waste. You stop serving Kathy ads for the hotel she booked an hour ago. Your return on ad spend (ROAS) improves because you're not spending money reaching people who have already converted.
Second, you drive conversion velocity. You can drop a ski and spa offer while Kathy is still in the decision window, shrinking the gap between intent and purchase.
Third, you reduce the cost to serve. When Kathy calls support or interacts with an interactive chatbot, the service team has the same context as marketing. They don't need to repeat questions. Resolution time drops, and so does the cost of that interaction.
This is what we mean by return on customer data: unified profiles that pay off across marketing efficiency, conversion speed, and service costs.
Beyond marketing: where this is happening now
The proven ROI of customer profiles in marketing is well established. The more interesting shift is what happens when organizations reframe the value of a customer profile for the entire enterprise.
One Gartner Peer Insights reviewer described this evolution: "Very impressed - since the implementation of the Amp IDR and adopting its output for our esteemed Personalization charter, we've had a steadily reliable output. Over the years, multiple hyper-personalized experiences have been supported through the Amp identity, and it has been seamless. Amp probabilistic identity has since been adopted into campaigns, analytics & reporting and recently for operational use cases as well. The match rates and reliability has been consistently good.”1
We're seeing this play out across several functions.
Loyalty
A lot of loyalty re-platforming is happening right now: revamping tier structures, rethinking how value gets delivered to members. The interesting use cases involve ungating experiences based on loyalty status. How do you create exclusive access on your website and app for higher-tier members? How do you deliver dynamic offers that reflect someone's actual value to your brand? These questions depend on having real-time profile data that the loyalty program can actually use.
On-property guest experience
For hotels, the booking experience is largely solved. Most organizations have a relatively smooth reservation process. The differentiation now is the in-real-life property experience: what happens when the guest actually arrives.
Airlines have figured this out. The app acts as a personal travel advisor. Hotel brands are asking how to bring that same experience to their properties. The answer involves sharing long-term context about who the guest is and what they're doing, even as they're checking in or browsing recommendations from their hotel room. The goal is for the guest to feel remembered and leave with a positive impression.
Customer support and service
The most forward-thinking organizations are shifting customer service from reactive ticket handling to a more proactive, experience-driven function.
That shift depends on access to a trusted, real-time view of the customer. When support teams can see a unified profile that connects identity, history, and live behavioral signals across systems, they’re able to recognize issues earlier, tailor responses in the moment, and take action with confidence. Customer support then becomes less about closing cases and more about resolving the right problem for the right person, at the right time.
What this looks like in practice
M&T Bank: A unified view across all business lines
In a recent announcement, M&T Bank selected Amperity to unify customer data across the bank's operations. The goal: build more comprehensive customer profiles and deliver more personalized banking experiences.
"In today's competitive banking landscape, understanding our customers across all business lines is essential," said Kim Nupp, Director of Customer 360 Management at M&T Bank. "Amperity's platform will enable us to further consolidate customer interactions into a unified view of the customer, helping to deliver more relevant, timely communications to meet our customers' financial needs."
The implementation supports M&T's data-driven strategy by unifying online and offline customer interactions, supporting growth through targeted service offerings, and streamlining the banking experience across all touchpoints. For a relationship-oriented community bank, giving every channel the same customer context transforms how branch reps, call centers, and digital teams engage with customers.
Brooks Running: Service as a differentiator
Brooks Running has used Amperity for years to put the runner at the center of every interaction, not just marketing. According to their customer story, Amperity data gives every team, from digital marketing to customer service and operations, the insights needed to position the runner at the center of their strategy.
The service use case is particularly compelling. "The connection between Amperity and Zendesk allows our customer service agents to service the runner better because they can access important information like past purchase data and preferences," said Melanie Allen, SVP and Chief Marketing Officer at Brooks Running. "Usually, when somebody is calling in, they have a problem with their order or they're trying to figure out what the best product is to order. Being able to reach past purchasing information easily helps our agents have a faster, more productive exchange with our runners."
Mark McKelvey, former VP of IT at Brooks, reinforced this: "Everything we do revolves around improving our runners' experience, and that means having our systems work in lockstep to leverage customer data in every interaction. When a runner contacts us with a question or an issue, the additional customer data now available enables the Brooks team to serve them even faster."
Alaska Airlines: Personalization across the entire journey
Alaska Airlines was Amperity's first customer, partnering in 2017 to solve a common problem: customer data scattered across reservation systems, loyalty platforms, and mobile apps, making it nearly impossible to build a complete view of the guest.
According to their customer story, Alaska now uses Amperity data across four different teams: Marketing, Flight Operations, Loyalty, and eCommerce. The platform enabled context-rich, unified customer profiles across all touchpoints, real-time integration with booking systems via API, and personalized marketing by combining travel behavior, loyalty status, and engagement signals.
"Partnering with Amperity helps us unlock data to deepen personalization and become more relevant to our customers," said Lori Ho, Director of Lifecycle and Growth Marketing at Alaska Airlines. "We focus on showing our guests that we truly know them, understand their needs, and anticipate what they'll want next."
In 2025, following the acquisition of Hawaiian Airlines, Alaska extended its Amperity partnership to integrate Hawaiian's data. With Amperity Bridge, customer data from both airlines was unified in just two days, enabling enriched profile-building and AI-powered personalization across both brands.
How Amperity facilitates these insights
Amperity was recently recognized in the 2026 Gartner® Magic Quadrant™ for Customer Data Platforms.2 We believe that recognition reflects where we've focused: solving complex identity challenges for large B2C enterprises in retail, travel, and financial services.
Identity resolution you can trust and inspect
Most identity systems are a black box. Our approach delivers an explainable ID with clear lineage for every match, so teams can inspect and tune the logic rather than hoping it works.
Our patented technology uses over 40 AI models to resolve complex identity challenges without requiring rigid schemas. For enterprises dealing with messy, fragmented data spread across dozens of systems, this means higher match accuracy independent of third-party data providers.
As one Gartner Peer Insights reviewer noted: "Overall, Amperity has been fantastic to work with. The people there, combined with a strong and well-built product, are what truly set them apart from competitors. Their team is highly engaged, responsive, and knowledgeable, which has made the partnership both collaborative and productive. From a product perspective, Amperity has unlocked our ability to access and trust our data in ways we couldn't before. The platform gives us the flexibility to analyze, segment, and activate audiences more effectively. ultimately creating stronger business outcomes. Their approach has accelerated how quickly we can move from insight to execution. What stands out the most is the combination of technology and partnership - they don't just deliver a product, they provide expertise and guidance that helps us get the most value out of the platform. This has given us confidence that we're building a sustainable foundation for future growth.”1
AI-first by design
We've embedded AI across the entire lifecycle using specialized agents for identity resolution and customer data management. These automate complex data workflows and provide insights in real time to more users across the business. Marketers can build segments using natural language. Data engineers can use Chuck Data, our AI-native terminal assistant, to simplify customer data model management and reduce coding time.
Works with your existing infrastructure
Enterprises have already invested heavily in cloud data infrastructure. Amperity's architecture separates compute and storage, enabling zero-copy data sharing with platforms like Databricks and Snowflake. Customers can run queries on their own cloud computing layer and execute predictions using their own AI models.
One reviewer captured this well: "The overall experience has been great, largely the platform itself is the right fit for us, it enables us to retain our data and control rather than shipping everything over to a third party and it being black boxed. The team also have been great throughout the process supporting us every step." Who we're built for
Amperity goes deep on complex enterprise-grade identity by design. We're built for enterprises where identity accuracy is foundational to personalization and AI: retail, travel, hotels, financial services. We're not trying to be everything to everyone, and that focus is intentional.
From analyzing to acting
The shift underway isn't about better dashboards or more sophisticated segmentation. It's about giving every team shared context they can actually use, then watching what happens when marketing, service, loyalty, and operations all see the same customer.
Amperity helps enterprises move from analyzing customer data to using it consistently across teams. Ask us for a demo to learn how you can deploy customer intelligence across your enterprise.
FAQs
How does identity resolution improve customer segmentation?
Segmentation is only as good as the data behind it. If your customer records are fragmented across systems, with the same person appearing as three different profiles, your segments will include duplicates, miss key behaviors, and target people with irrelevant messages.
Identity resolution fixes this by connecting fragmented records into a single, accurate profile for each customer. When you know that the "Kathy" who bought in-store, the "K. Smith" who browsed your app, and the "ksmith@email.com" who opened your last campaign are all the same person, your segments reflect actual customer behavior rather than data artifacts.
The result is smaller, more accurate segments that perform better. You stop wasting spend on duplicates and start reaching real people based on what they've actually done across every touchpoint.
What role does unified customer data play in real-time personalization?
Real-time personalization depends on knowing who someone is and what they've done the moment they interact with your brand. That requires a unified customer profile that updates continuously as new data comes in.
Without unified data, personalization tools are working with incomplete information. They might know what someone did on your website today but miss the purchase they made in-store last week or the service call they had yesterday. The result is personalization that feels generic or, worse, out of touch.
When customer data is unified into a single profile that every system can access, personalization becomes contextual. You can serve a ski and spa offer while someone is still planning their trip, suppress a promo for a product they just bought, or surface relevant content based on their full history with your brand. The profile is the foundation; personalization tools are the execution layer.
Can a CDP be used outside of marketing?
Yes, and that's where much of the value is shifting.
Customer data platforms (CDPs) originated as marketing technology, built to unify data for campaign targeting and audience segmentation. But the same unified profiles that power marketing are valuable to every team that interacts with customers.
Service teams can use real-time profiles to understand who's calling and why, reducing resolution time and avoiding repetitive questions. Loyalty teams can trigger dynamic offers and ungated experiences based on member status. Hotel operations teams can personalize the on-property experience by knowing guest preferences before check-in. Branch representatives in financial services can see intent signals, like repeated visits to a mortgage calculator, and have more relevant conversations.
The common thread is shared context. When every team works from the same customer profile, interactions feel connected rather than siloed. The customer doesn't have to repeat themselves, and your organization stops duplicating effort across departments.
What is identity resolution and why does it matter for enterprise customer data?
Identity resolution is the process of connecting fragmented customer records into a single, accurate profile. It takes data scattered across systems, collected under different identifiers and formats, and determines which records belong to the same person.
For enterprises, this matters because customer data is inherently messy. The same customer might appear as "Katherine Smith" in your point-of-sale (POS) system, "K. Smith" in your loyalty program, and "ksmith@gmail.com" in your email platform. Without identity resolution, these look like three different people, which skews analytics, wastes marketing spend, and creates disjointed customer experiences.
Accurate identity resolution gives you a true count of your customers, a complete view of their behavior, and a foundation you can trust for segmentation, personalization, and AI. Everything downstream depends on getting identity right.
How can customer service teams use customer data to reduce costs?
The biggest cost driver in customer service is time: time spent asking customers to explain who they are, what they bought, and why they're calling. When service teams lack context, every interaction starts from zero.
Unified customer data changes this by putting a real-time profile in the hands of service representatives. Instead of asking "how can I help you today?" a rep can see that the customer purchased running shoes last month, browsed a new product line yesterday, and has been a loyalty member for three years. They can lead with context and skip the interrogation.
This reduces average handle time, improves first-call resolution, and lowers cost per interaction. It also opens the door to service as a revenue channel. When reps have visibility into browsing behavior and purchase history, they can make relevant recommendations rather than just solving problems. Service becomes a moment of connection rather than a cost center to minimize.
What is a Customer 360 and which teams can use it?
A Customer 360 is a unified, real-time view of everything your organization knows about a customer: their transactions, behaviors, preferences, service interactions, loyalty status, and engagement across channels. It consolidates data from multiple systems into a single profile that updates continuously.
Historically, Customer 360 initiatives sat within marketing, used primarily for audience segmentation and campaign targeting. But the same profile is valuable across the enterprise.
Marketing uses it to build accurate segments and personalize campaigns. Service teams use it to understand who's calling and resolve issues faster. Loyalty teams use it to trigger tier-based experiences and dynamic offers. Digital teams use it to personalize web and app experiences in real time. Analytics teams use it to measure customer lifetime value (CLV) and churn risk. Operations teams in hospitality or retail use it to deliver more relevant in-person experiences.
The value of a Customer 360 scales with how many teams can access and act on it. When the profile stays locked in marketing, you're leaving money on the table.
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2 ^ Gartner, Magic Quadrant for Customer Data Platforms, Lizzy Foo Kune, Rachel Dooley, Suzanne White, Benjamin Bloom, Audrey Brosnan, 26 January 2026.
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