What is One-to-Many Data and How to Use it

In customer communication and data-driven marketing, one-to-many data plays a key role in building richer customer profiles and enabling highly targeted segmentation. While most businesses focus on one-to-one data - individual customer details - one-to-many data allows you to capture multiple related data points linked to each customer, unlocking far more advanced personalization possibilities.

With MyLINK MarketingPlatform, you can easily work with one-to-many data to strengthen your segmentation, personalization, and campaign performance across channels.

What Is One-to-Many Data?

One-to-many data describes a data structure where a single customer record is connected to multiple related data entries. Instead of only storing simple fields like name, email, and phone, you also capture multiple related events, actions, or transactions tied to that one customer.

For example:

• One customer may have multiple purchases

• One customer may have multiple store visits

• One customer may be linked to multiple products, interests, or loyalty cards

• One customer may have multiple support cases

Each of these is a set of related records tied to the same customer ID.

This structure gives you a much deeper understanding of customer behavior over time and across touchpoints - far beyond what simple profile fields can offer.

Why One-to-Many Data can improve Marketing

Using one-to-many data allows businesses to:

• Build more detailed customer profiles

• Analyze customer behavior patterns

• Segment based on cumulative activity, not just profile data

• Trigger highly relevant and personalized marketing actions

Without one-to-many data, you’re limited to static segmentation. With it, you unlock dynamic, behavior-driven segmentation that reflects the full customer journey.

How MyLINK MarketingPlatform Handles One-to-Many Data

With MyLINK MarketingPlatform, working with one-to-many data is simple, fully supported, and ready to scale with your business needs.

Collect Data

Seamlessly import data such as:

• Purchase histories

• Transactions

• Subscriptions

• Bookings

• Loyalty activity

• Support cases

• Other data from your eCommerce, CRM, POS, and external systems

Organize Data

All collected records are automatically linked to each customer profile using relational data models. This gives you a complete 360-degree customer view, combining all relevant activities into a single profile.

Segment Using One-to-Many Data

Easily build dynamic customer segments based on:

• Number of purchases

• Total spend

• Last purchase date

• Products purchased

• Loyalty tier

• Service history

Trigger Campaigns

Set up automated triggers to send personalized messages when customers meet specific criteria based on their full interaction and transaction history.

Benefits of Using One-to-Many Data

One-to-many data allows you to go far beyond simple profile-based targeting. By capturing multiple related data points per customer, you unlock deeper insights and far more precise marketing opportunities. This leads to stronger engagement, better timing, and more relevant campaigns that feel truly personalized to each customer’s actual behavior.

Here’s a simple overview of the key business benefits:

Smarter Customer Segmentation with One-to-Many Data

One-to-many data gives businesses the deeper insights needed to build advanced segmentation, drive highly personalized campaigns, and automate communication at scale. With MyLINK MarketingPlatform, collecting, organizing, and activating one-to-many data is simple, fully integrated, and ready to support your business growth - helping you create more relevant customer experiences and long-term loyalty.