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, their types, and see how to use them in action.

RecordAn indicator of truth, the Record Attribute is used to flag a profile within a dataset.Flag
Customer IDA unique profile identifier generated from the information you have in your company database.Text
Provider IDThe ID of the profile on the social network where it appears.Text
UsernameThe profile's username.Text
Communication Opt-inThe profile has provided permission to receive marketing communications.Flag
Employee FlagDefines whether the profile is an employee. It’s useful for suppressing them from messages, ad campaigns, and excluding them from your searches.Flag
First NameThe 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.Text
Last NameThe profile’s last name.Text
Full NameThe full name of the profile, populated by merging the values from First Name and Last Name.Text
Birth yearThe year a profile was born, used for demographic segmentation purposes to search and categorize profiles into specific years.Number
Date of BirthThe profile's date of birth, used to search specific birthdays and useful for profile loyalty cases, such as offering birthday discounts.Date
Birth MonthThe profile's month of birth.Date
Birth DayThe profile's day of birth.Date
Next BirthdayThe profile's next birthday based on date of birth.Date
GenderThe profile's specified gender, typically used in gender-based segmentation.String
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.String
GenerationGeneration based on year of birth. The "Lost Generation" are born after 1883, the "Greatest Generation" are born after 1901, the "Silent Generation" are born after 1928, "Baby Boomers" are born after 1946, "Gen X" after born after 1965, "Xennial" are born after 1977, "Millennial" are born after 1984, "Gen Z" are born after 1997, and "Gen Alpha" are born after 2013.String
EmailThe 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.Text
Hashed EmailThe 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.Text
MobileThe profile's mobile phone number. This is typically used as an identifier when creating audiences on advertising networks such as Facebook and Google.Text
Address 1A 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.Text
Address 2An optional second address for a profile. This could be a postbox, or an extension of their first address (an apartment number for example).Text
CityThe profile's residential city.Text
PostcodeThe profile's residential postcode, used for segmentation and demographic information.Text
Zip CodeThe profile's residential ZIP code, used for US based segmentation and demographic information.Text
StateThe profile's residential state or region, used for segmentation and demographic information.String
CountryThe profile's residential country.String
AvatarThe profile's avatarFlag
Social BioThe profile's bio on social mediaFlag


In this article you've learned about which Personal attributes are available in the Hub and how you can use them to build your segments for activation and engagement.

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