Customer Attributes
Customer Attributes are individual pieces of data relating to a customer.
They can be simple data attributes, such as a customer’s first name, last name, age, preferences or they can be key attributes, used to identify and link a customer across different Touchpoints.
As well as providing a large number of out-of-the-box data attributes, MXO also lets you create new attributes, allowing you to capture and store any information about your customers that you feel is relevant to your customer engagement strategy.
What are Data Attributes?
Data attributes are simple attributes that provide you with a relevant piece of information about a customer, such as first name, last name, date of birth, products held, or contact preferences.
These data attributes are all stored in the AEP, MXO's persisted customer profile. It is this data that enables MXO to tailor the customer experience to uniquely match an individual customers wants and needs, in real-time, across any Touchpoint.
What types of Data Attributes can I create?
You can create the following types of attributes:
- Text
- Boolean
- Numeric
What values can I capture for Boolean Attributes?
Accepted values for Boolean attributes are as follows:
| State | Accepted Values |
|---|---|
| True |
|
| False | Any value other than those listed for True. |
What are Key Attributes?
A key attribute is what MXO uses to identify a customer when they visit a Touchpoint. MXO allows you to create multiple key attributes in your Space. Customer data for all key attributes is stored against a single TID, enabling MXO to track a customer across multiple Touchpoints and Channels.
Key attributes are identified by a key icon on both the Attributes page in MXO, as shown above, and in the Data Item Picker used for creating Eligibility Rules.
How do I create Customer Attributes?
You create attributes using the Customer Attributes page in MXO. Use Attribute Capture Points to populate your new attributes with data.
Attribute data is updated whenever MXO captures new information about a customer. For example, if a customer provides a new email address, or updates their “Contact me” preferences on a form.
Are there any limitations to the attribute values I can capture?
Yes. Captured attribute values must not exceed 2000 characters. Values containing 2001 characters or more are not captured and stored by MXO. This limitation applies to both simple data attributes and key attributes.
