Attributes - Personal

Personal Information Attributes

Personal Information Attributes are derived from the identifiers a profile has shared with you. As many identifiers are not the same between profiles, these Attributes can be used to distinguish profiles across different sources, allowing for insight into the identification of the relationship between you and your profiles. In this article, you will find a comprehensive list of our Personal Information Attributes, their definitions, and their types.

Name

Description

Type

Record

An indicator of truth, the Record Attribute is used to flag a profile within a dataset.

Flag

%{esp_name} Record

Similar to Record, this Attribute concerns a profile’s record in a dataset; however, here they are specified as a source flag to identify a profile's record in Email Service Provider datasets, such as Shopify and Mailchimp.

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Customer ID

A unique profile identifier generated from the information you have in your company database.

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Employee Flag

Defines whether the profile is an employee. It’s useful for suppressing them from messages, ad campaigns, and excluding them from your searches.

Flag

First Name

The profile's first name, useful for searching by name or addressing people specifically. For example, you might want to email your top 20 shoppers and refer to them specifically in your email.

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Last Name

The profile’s last name.

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Full Name

The full name of the profile, populated by merging the values from First Name and Last Name.

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Birth year

The year a profile was born, used for demographic segmentation purposes to search and categorize profiles into specific years.

Number

Date of Birth

The profile's date of birth, used to search specific birthdays and useful for profile loyalty cases, such as offering birthday discounts.

Date

Gender

The profile's specified gender, typically used in gender based segmentation.

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Inferred Gender

Lexer's inferred gender, based on the person's first name, scored against the probability that the name would be given to a male or a female.

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Generation

Generation based on year of birth. Baby Boomers are born after 1946, Gen X after 1965, Xennial born after 1977, Millennial born after 1984, Gen Z born after 1997.

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Email

The profile's email address. Lexer typically uses this field as a primary identifier and will merge information about this profile from different sources if the email address is a match.

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Hashed Email

The SHA-256 hash of the profile's email address, typically used to identify the customer without exposing the email address. Advertising platforms such as Facebook and Google require this format for custom audiences.

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Mobile

The profile's mobile phone number. This is typically used as an identifier when creating audiences on advertising networks such as Facebook and Google.

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Address 1

A profile’s residential address. Including a street number and name, Address Attributes are used not only to understand where a profile lives but can also be utilized for geospatial analysis, such as postcode studies for segmentation.

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Address 2

An optional second address for a profile. This could be a postbox, or an extension of their first address (an apartment number for example).

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City

The profile's residential city.

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Postcode

The profile's residential postcode, used for segmentation and demographic information.

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Zip Code

The profile's residential ZIP code, used for US based segmentation and demographic information.

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State

The profile's residential state or region, used for segmentation and demographic information.

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Country

The profile's residential country.

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