Census Use Case

Enrich user details to create a comprehensive view of your customers

Learn how to use Census to enrich users' details with essential customer fields — like product usage, role, company size, and industry — to improve customer success, marketing, and sales efforts.


Getting to know your users is crucial to ensuring both their success and their satisfaction with your product.

But uncovering this level of detail can be tough — especially when you’re dealing with large enterprises that have thousands of users and roles.

Fortunately, enriching user details with product usage and other third-party data can help you gain a deeper understanding of your users and their needs, enabling you to provide more personalized and effective customer support.

How do you enrich your users’ profiles? You’ll need these 10 customer fields (and Census Data Activation):

Customer field name Field description
product_usage The user's level of product usage, including frequency and duration
role The user's job title or role within the company
company_size The company's size in terms of number of employees
industry The industry the company operates in
location The user's location, including city, state, and country
last_interaction The user's last interaction with the product, such as login or feature usage
support_tickets The number of support tickets submitted by the user
NPS_score The user's Net Promoter Score, indicating their likelihood to recommend the product
subscription_type The user's subscription type, such as free trial or paid
renewal_date The date of the user's subscription renewal

Use Case

By creating  a holistic, 360-degree view of your customers, you’ll reap benefits like:

  1. Personalized customer support: By knowing your user's product usage, role, and industry, you can provide more targeted and effective customer support, such as offering training resources or suggesting features that are most relevant to their needs.
  2. Upselling and cross-selling: By understanding the user's subscription type and product usage, you can identify opportunities for upselling or cross-selling, such as suggesting a higher-tier subscription or additional features.
  3. Improved customer retention: By monitoring the user's last interaction, NPS score, and support tickets, you can proactively address any issues and ensure their ongoing satisfaction with the product.
  4. Enhanced marketing efforts: By knowing the user's company size, industry, and location, you can tailor your marketing campaigns to specific segments and improve your overall ROI.

Here’s a step-by-step walkthrough to get started:

  1. Connect Census to your data source.
  2. Select the 10 customer fields (above) that you want to use.
  3. Use Census Enrichment to build the most complete Customer 360 profiles that combine first- and third-party data in one source of truth – the data warehouse. Just enrich once and use everywhere!
  4. Connect the relevant customer success, marketing, and sales destinations to empower them to do their best work in the tools they use every day. We have integrations with 130+ SaaS apps (and counting!). With this comprehensive view, all teams have the context they need to make more informed decisions.

What's next?

You can use the enriched user details to further enhance your customer success and marketing efforts. For example, you can use the data to:

  • Personalize onboarding experiences and improve product adoption rates.
  • Segment users for targeted email campaigns and improve email engagement rates.
  • Analyze user behavior and identify trends and patterns to inform product development and strategy.

By continually enriching user details and leveraging the data for insights and action, you can ensure your users' success and satisfaction with your product while driving business growth.

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