Extend the profile data model

Create a schema for profile extensions

To create a profile extension:

1. In the navigation menu, click Optimization.
2. In the left sidebar, select Profile schema.
3. Click extensions.
4. Click Add field.
5. In the Key field, enter a unique key for this extension.
6. Select a data type from the Type drop-down list.
7. Optionally, enter a Description, Pattern, and Examples for this extension.
8. If this extension is mandatory, turn on the Required switch.
9. Click Save.
10. Click Publish Schema.

After publishing the schema, profile extensions are available as profile attributes when building audience conditions. Existing profiles do not automatically receive a value for the new extension.

Populate profile extension values

After you have created a profile extension schema in SitecoreAI, you can populate or update profile extension values by importing a batch file.

Use the extensions object to include custom profile data.

For example, an online retailer might create a profile extension called orders to store customer purchase history. After publishing the profile schema, the retailer imports order data into customer profiles. This data can then be used when building audiences and personalizing experiences.

The following example shows a customer profile for Alice. In addition to loyalty membership information, the profile includes an orders extension that stores a history of purchases as an array of objects:

{
  "recordType": "PROFILE",
  "identifiers": [
    {
      "provider": "email",
      "id": "[email protected]"
    }
  ],
  "contact": {
    "firstName": "Alice",
    "lastName": "Smith"
  },
  "extensions": {
    "tier": {
      "discount": "10",
      "tier": "gold",
      "status": "active"
    },
    "orders": [
      {
        "orderId": "ORD-001",
        "amount": 299.99,
        "currency": "USD",
        "status": "delivered"
      },
      {
        "orderId": "ORD-002",
        "amount": 149.00,
        "currency": "EUR",
        "status": "shipped"
      }
    ]
  }
}

After the profile data is imported:

• The tier extension indicates that Alice is an active Gold-tier customer with a 10% discount.
• The orders extension contains multiple order records, stored as an array of objects.
• The retailer can use the imported values when creating audiences. For example, they might create audiences for active Gold-tier customers, customers with orders above a certain value, or customers with orders that are still being shipped.
• Those audiences can then be used to personalize experiences, such as displaying member-exclusive offers, promoting loyalty rewards, recommending products based on previous purchases, or showing order-status-specific messaging.

Profile extension values should match the data type defined for that extension.

Edit a profile schema extension

You can modify a profile schema extension after it has been created.

To edit a profile extension:

1. In the navigation menu, click Performance > Settings > Profile schema, and then click Extensions.
2. Click the extension you want to edit.
3. Update that extension's values.
4. Click Save.
5. Click Publish Schema.

The extension key can't be changed after creation because it is used as the unique identifier for stored profile data and audience criteria.

Delete a profile schema extension

If a profile schema extension is no longer needed, you can remove it from the profile schema.

To delete a profile extension:

1. In the navigation menu, click Performance > Settings > Profile schema, and then click Extensions.
2. On the extension you want to delete, click Options .
3. Click Delete.
4. Click Publish Schema.

After deletion, the extension is no longer available for new profile data or audience criteria.