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Persona 360

Unify, understand, and activate your customer data

Accelerate your AI transformation and develop use cases quickly, without reinventing the wheel.
 
Persona 360 is a "data AI product built on top of your existing data platform (Azure, AWS, Databricks, etc.)" that "unifies customer profiles and enhances them with digital behaviour insights and unstructured data like call centre recordings". Built on the Databricks Lakehouse Platform, it allows retail banks and insurance companies to "complete, unify and fully capture customer profiles in a smart data model".
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Built on the Databricks Lakehouse Platform, the solution utilises a banking-specific smart data model and over 1,695 prebuilt customer attributes.

This modular approach helps you optimise data collection, storage, and modelling while empowering you to personalise customer experiences effectively and scalably.

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For retail banks and insurers

Designed specifically for the FS&I environment to capture a comprehensive 360° view by supplementing basic profiles with digital behaviour and unstructured insights.

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For marketing specialists

Connects technical workflows to a user-friendly UI for audience management, enabling non-technical users to activate data for campaigns easily.

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For data scientists

Offers a "white-box" modular solution that includes Terraform scripts for Databricks setup and a framework for AI profiling that integrates with existing governance.

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For financial crime teams

Improves fraud detection by adding new digital behaviour cases into investigation workflows, leading to over £500k in annual savings.

Key modules of Persona 360

1
Composable customer data platform: 

  • Connectors to digital/unstructured data sources
  • Connectors to CRMs (Salesforce, Braze, etc.)
  • FSI Customer 360 data model
  • Framework for AI profiling
  • UI for audience management
  • Terraform scripts for Databricks setup
2
Connect to your data sources:
 
  • Vector DB and document embedding (making documents searchable)
  • Document chunking framework (preprocessing documents for LLM)
  • Dashboard and monitoring
  • UI for users
3
LLM inspector: call center compliance by LLM technology:
 
  • Speech to text module (for transcribing calls)
  • LLM feature engineering (for searching in text data)
  • Dashboard and monitoring
  • UI for LLM prompts (managing what to search for)
4
AI agent: LLM "brain" for voicebot and chatbot:
 
    • AI agent: LLM "brain" for voicebot and chatbot
    • Incoming call classification (sentiment, urgency and topics)
    • Enable complete call centre automation
    • Combines Composable CDP, LLM Inspector, and RAG techniques
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How it works

The deployment of Persona 360 is structured to deliver rapid value through a phased timeline. It begins with "Data platform infrastructure as a code" which is implemented in 14 days.

Following this, specialised data products for digital interactions and banking transactions are deployed over approximately 2 months each.

The complete integration, including the "Persona 360 segment manager," is generally finalised within 6 months, providing a full interactive app for managing automated export pipelines.

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End-to-End Security

Full supply chain transparency, advanced hardware protection, and trusted execution technologies.

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Energy Efficiency

Reduced power consumption per workload with eco-conscious infrastructure design and smart VM scheduling.

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Easy Expansion and Automation

Modular, composable hardware with API-driven orchestration for seamless scalability.

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Easy Deployment

An already validated reference architecture and a SPOC for hardware-software integration and support.

The power of Persona 360

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+37% engagement

 Provides the "tools to grow engagement by 37% and conversion rates by 45% with personalised campaigns". 

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FS&I NLP engine
Mine unstructured data for "customer life events (buying a car, house, having a baby)" and detect "trending topics".
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Propensity modelling

 Leverage 100+ pre-built features to prioritise digital leads and predict the "risk of contract cancellation". 

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Transaction intelligence

 Automatically categorise transactions for income estimation and to identify "high-risk transaction behaviour".  

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LLM call compliance

 Search text data and monitor transcripts using a "speech to text module" and "UI for LLM prompts".  

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Seamless activation

 Ready-to-use connectors to export data directly to Salesforce, Braze, Bloomreach, Google Ads, and Meta. 

Proven impact and integration  

Persona 360 is a certified Databricks Brickbuilder Solution, an elite status reserved for industry-specific solutions powered by the Databricks Lakehouse. Leading institutions like Česká Spořitelna (Erste Group) have used the solution to define AI-driven personas, such as "hipsters" or "planners", achieving significantly more conversions than through traditional communication. Additionally, digital insurers have saved £500k+ annually by integrating digital behaviour data into their fraud detection models.

Success stories

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 "DataSentics have provided invaluable support to Esure Group for 18 months. Hard working, diligent and always starting with deep engagement with stakeholders, the team were able to grasp very diverse business challenges and leverage state-of-the-art data science to solve them and drive an impact across the enterprise." 

Chris Pearce PhD

Head of Data Science, Esure, UK Leading Digital Insurance
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 "Advisors can easily see what happens within their portfolio and are in contact with the clients exactly when they need it the most. Thanks to the solution by DataSentics, we are now even closer to our customers and can promptly react to their needs and life situations." 

 

 

Eugenia Markhovska

Domain Lead, Česká Spořitelna, Part of Erste Group

A smarter and safer path to customer personalisation 

Every financial organisation has its own constraints, whether regulatory, operational, or financial. Persona 360 gives you the freedom to innovate within those boundaries by leveraging your existing data governance processes rather than disrupting them. It ensures full transparency and auditability while providing the state-of-the-art AI power needed to outperform competitors without sacrificing security or control.

FAQ

There are many SaaS “black-box” products, but they do not fit the complex FS&I environment. 

It unifies "Contact centre data (E-mails, chat, NPS surveys, call centre transcripts)" and "Digital interaction data (Mobile and desktop banking, web, ads, etc.)" with classic profiles. 

The dedicated FS&I NLP engine provides "white-box solutions and codes for re-usable features" for topic detection, sentiment analysis, and detecting life events. 

Yes. By using digital behaviour data and modern ML methods like LightGBM, institutions have "decreased the false positive rate by 20% while also detecting new fraud cases.

It can identify "product purchase drivers," "income estimation," and even specific lifestyles like "gambling" or "Internet shopping".

Yes. Persona 360 is "available on multiple clouds" and designed to be an "ODAP framework accelerator" for your existing data lakehouse. 

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