Attributes are specific data points collected during customer interactions, such as website inputs or API values. Stored as Customer or Activity Attributes in MXO, they facilitate orchestration and journey analytics.

Customer Attributes, such as contact details or preferences, are linked to individual customer profiles in MXO and are essential for identifying customers across touchpoints. Activity Attributes are associated with customer events and are crucial for analyzing historical data and informing decisions.

• Customer Attributes include personal details and preferences associated with a customer's profile in MXO. Key Attributes, a subset, facilitate linking customer interactions across touchpoints.

• Activity Attributes pertain to customer events and are stored with the event record in MXO, providing insights for future decision-making and journey analytics.

MXO offers predefined Customer and Activity Attributes and supports the creation of custom ones to meet engagement strategy needs.

Refer to the Attributes section for more information on attributes and how to manage them.