Accounts

What Are Accounts?

An Account tells you who is behind your feedback: a customer profile such as a user, a business, or a subscription. Accounts are a complementary and optional data type in Birdie, different to Feedbacks and Conversations which drive our product.

Accounts can adapt to your business model:

• B2B companies can use Accounts to identify their client companies, grouping the feedback from every contact at a client under the same business profile (e.g., "Acme Inc.").

• B2C companies can use Accounts to identify the individual users who publish Feedbacks and Conversations, with attributes such as plan, region, or signup date.

Accounts let you bring customer context into Birdie separately from the feedback itself. This context usually lives in systems other than the ones that hold feedback, and it comes in two layers:

• Profile: who the customer is. Attributes such as plan, industry, company size, region, or lifecycle stage typically live in a CRM, a billing system, or a data warehouse.

• Behavior: what the customer does. With Cohort Sync, you can also bring behavioral cohorts from product analytics platforms such as Mixpanel or Amplitude into Birdie. Each cohort is attached to the accounts that belong to it, so you can segment your Voice of Customer data by real product behavior, not just by profile. For example, you can:

  • Compare feedback from users who dropped off at a key journey step (such as onboarding or checkout) with feedback from those who converted.

  • Understand why one variant of an A/B test outperforms the other by reading what users exposed to each version are saying.

  • See how power users and dormant users react differently to a newly launched feature.

  • Track complaints and praise from users who triggered a specific event, such as downgrading a plan or contacting support more than once in a week.

Instead of copying account attributes into every feedback record, you upload each account once, and Birdie links it to every Feedback and Conversation that shares the same account identifier. This keeps account data normalized: each profile is stored in a single place within Birdie, and updating it doesn't require re-sending the feedback associated with it.

You may also see Accounts referred to as Audience, for example in the Ingestion API path /ingestion/audience/accounts.

How Accounts Are Linked to Feedbacks and Conversations

The link between an Account and your feedback data is the account_id field:

• Feedbacks (reviews, NPS, CSAT, CES) carry the account_id on the top level record, inside its kind fields.

• Conversations (support tickets, complaints, social media posts, issues) can carry the account ID in the kind fields at the top level (conversation) or the message level, which requires consistency with the conversation to ensure the correct behaviour.

• Accounts carry the same account_id as their unique identifier.

Each Feedback or Conversation belongs to one (or zero) Accounts, while a single Account can be linked to any number of Feedbacks and Conversations, from any source. Conversations/Feedbacks that don't have accounts will function normally since providing accounts is optional. Accounts without feedbacks won't be matched to any feedbacks, but may be analysed by themselves.

For example, the account below is linked to an NPS response and a support ticket, even though each record came from a different system:

Record	Source	account_id	Data
Account	Salesforce	acct-123	plan: Platinum, industry: Retail
Feedback (NPS)	Qualtrics	acct-123	Rating 4: "Checkout keeps failing"
Conversation (Ticket)	Zendesk	acct-123	"I can't complete my purchase..."

The account_id must be the exact same string across all data types. If an NPS response uses 123 and a support ticket uses acct-123, Birdie treats them as different accounts and the link silently fails.

Uploading Accounts

An Account record requires only an account_id. Every other attribute (plan, region, industry, churn risk, etc.) is sent as a custom field. See the Accounts schema for the full definition.

Account attributes are only persisted if a matching custom field mapping exists with the record type set to Account. Configure the mappings in Settings > Data Management > Custom fields before uploading your accounts. See Custom Fields for details.

Accounts can be uploaded through the different integration paths:

• Birdies Ingestion API

• Data lake and data warehouses connectors, e.g. S3 and Snowflake.

• Salesforce connector

• Cohort sync connectors like Amplitude and Mixpanel.

Updates append new fields to the entire account record, preserving unsent fields. This behaviour was implemented to allow incremental cohort syncs like the ones implemented by Amplitude and Mixpanel.

Before uploading accounts

• Define a single account_id format and use it across every source that sends Feedbacks, Conversations and Accounts.

• Calculating / maintaining a single global account id in all platforms may be complex. Birdie supports account id normalization, which allows you to share / upload normalization lists so N unique identifiers can be mapped to one single true value, e.g. (user-1, Usr-1, USER1, 1) -> User-1. See Field Lookups to configure this option.

• Create the custom field mappings for the Account record type before the first upload, since mappings are applied at ingestion time.

• Accounts are never anonymized, they are stored as is. Avoiding using PII fields for identifiers or for configuring custom fields, as they will be stored and displayed as-is within the Birdie platform.

• If you absolutely have to use a PII field, reach out to Birdie so we can configure field cryptography for the PII fields before you upload the data.

• Schedule regular account uploads from your source of truth (CRM, data warehouse, etc.) so filters and segments reflect the current state of your customers.

Using Accounts in Your Analysis

Accounts can be analyzed on their own, or linked to your Feedbacks and Conversations.

Analyzing Accounts Linked to Feedbacks and Conversations

When exploring feedback, account attributes are available as filters alongside the feedback fields.

Account filters in the Exploration page

When you select an account filter, Birdie performs the match between Accounts and your feedback data, returning only the Feedbacks and Conversations whose account_id belongs to an account that matches the filter.

This lets you answer questions such as:

• What are the most relevant opportunities for accounts on the Platinum plan?

• How does sentiment differ between enterprise and SMB accounts?

• Which Areas concentrate complaints from accounts at risk of churning?

Account filters can be combined with any other filter, and can be used to:

• Create Account-level Segments, such as segmentation by industry, plan, lifecycle stage, company size or revenue.

• Narrow down your analysis, e.g., combine the Sentiment filter with a plan filter to read only the negative feedback from Platinum accounts.

• Build focused Dashboards, e.g., a dashboard where every widget only shows feedback from your enterprise clients.

• Ask Skye about a group of accounts with a specific account behaviour.

• Get Digests containing a weekly summary of the feedback from your top clients

• Get Alerts when a negative feedback is published by a critical account.

Feedbacks and Conversations without an account_id are excluded from results that use account filters (e.g account id or a specific account field).

Another set of supported account filters are the cross reference filters. These filters allow you to filter feedbacks and conversations based on the other records of the same account. For example, you can find the support tickets from accounts that answered an NPS survey with a rating of 6 or lower, even though the tickets themselves don't have a rating. Cross reference filters are available under the Cross-reference option of the filter menu.

When using cross reference filters, keep in mind that:

• All cross reference conditions must match the same record. Filtering for NPS responses with a negative sentiment only matches accounts that have a negative NPS response. An account with a positive NPS response and a negative support ticket doesn't match.

• The filtered record also counts as one of the account's records. Filtering for accounts with an NPS response returns every record from these accounts, including the NPS responses themselves. Combine it with a regular filter to narrow down the results, e.g., to only see support tickets.

• You can also filter by the number of days between the records. Positive values mean the other record was posted after the record in your results, and negative values mean it was posted before. For example, filtering support tickets with a cross reference to negative NPS responses and 0 to 7 days between records returns the tickets opened up to 7 days before a negative NPS response. This filter only works together with other cross reference filters.

• Only the 100 most recent feedbacks and conversations of each account are considered.

• The text and messages of the other records can't be used in cross reference filters.

• Cross reference results are updated a few minutes after new records are ingested for an account.

Analyzing Accounts on Their Own

Account data is useful even before it's combined with feedbacks. You can:

• Quantify accounts that match specific criteria, such as the number of accounts on the Platinum plan, or in a given industry.

• Track how accounts evolve over time with historical analysis. Birdie keeps the history of changes to account attributes, so you can analyze behaviour changes e.g.:

  • Find accounts that recently upgraded from a Gold to a Platinum plan.

  • Track account retention over time.

  • Identify accounts that have recently churned.

As of now, this type of analysis is still undergoing internal testing, but this type of analysis will soon be available via our APIs and MCP.