To achieve a comprehensive view of your customer, it is important to unify various types of data, including: 1. Behavioral Data: Information about how customers interact with your emails, such as open rates, click-through rates, and conversion rates. 2. Demographic Data: Age, gender, location, and other demographic details. 3. Transactional Data: Purchase history, cart abandonment data, and other transaction-related information. 4. Preference Data: Customer preferences and interests, often gathered through surveys and feedback forms. 5. Engagement Data: Social media interactions and other forms of engagement outside of email.