User data flows
These diagrams show the main paths for customer data in Masivo: what you collect when someone uses your app, how it is stored, and how it powers loyalty, marketing, and reporting.Product-level flow maps. For API details, see the CDP guides and API reference.
Overview
Customers and contacts
Masivo stores user data in two related layers:- Customers — loyalty and marketing profile: wallet, tier, metrics, consent, devices, and audience membership. Created via registration or imports.
- Contacts — CDP touchpoints unified under a shared
persona_idthrough identity resolution. Used for cross-channel unification; see Customers & contacts.
What data enters Masivo
| Source | Examples |
|---|---|
| Registration | Name, email, phone, optional profile fields |
| Activity | Purchases, custom events, and tracking events from your app or site |
| CDP contacts | Email, phone, document, or external ID touchpoints |
| Consent | Marketing and ad preferences (when you collect them) |
| Devices | Push notification tokens from mobile apps |
| Imports | Audience lists or historical profiles you upload |
| Connected sources | Conversion or behavioral data from integrations you configure as sources |
What Masivo does with it
| Use | Outcome for your business |
|---|---|
| Loyalty | Points, tiers, campaigns, and rewards |
| Segmentation | Dynamic audiences based on behavior and profile |
| Journeys | Automated email, push, WhatsApp, or in-app messages when rules match |
| Reporting | Performance metrics in the dashboard |
| Connected tools | Sync to Meta, Google, Braze, your warehouse, and more |
| Webhooks | Real-time notifications to your backend (registration, rewards, tier changes) |
Flow diagrams
| Diagram | What it covers |
|---|---|
| Registration | What happens when a user signs up |
| Activity & events | What happens when a user buys or triggers an event |
| Marketing & destinations | Audiences, journeys, messages, and external sync |
| Privacy & consent | How consent controls sharing and deletion |