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

Customer ID

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

Text

Provider ID

The ID of the profile on the social network where it appears.

Text

Username

The profile's username.

Text

Communication Opt-in

The profile has provided permission to receive marketing communications.

Flag

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.

Text

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

Birth Month

The profile's month of birth.

Date

Birth Day

The profile's day of birth.

Date

Next Birthday

The profile's next birthday based on date of birth.

Date

Gender

The 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

Generation

Generation 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

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.

Text

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).

Text

City

The profile's residential city.

Text

Postcode

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

Text

Zip Code

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

Text

State

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

String

Country

The profile's residential country.

String

Avatar

The profile's avatar

Flag

Social Bio

The profile's bio on social media

Flag

And that's it! Now that you know which Personal attributes are available. You can use them to build your segments for activation and engagement.


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