Custom attributes by industry
For every customer we can capture and store an array of useful information. These data points come in two varieties: standard and custom attributes.
The question "What information about our customers do we need to use to personalize their experiences successfully?" is of central importance. Over the years we have seen that businesses within the same industry tend to rely on a core of custom attributes, which we have summarized below for convenience. The various use cases for custom attributes can be found in overview of personalization.
We provide as much information as possible on each, with possible values (breakdown of segment groups for each attribute). However, in each business these attributes may or may not be directly applicable. So the list below is meant to be used as a springboard for ideas, not a goal in its own right.
Retail
- Most Viewed Category or Sub-category or Brand
- Most Shared/Liked/Commented upon Category or Sub-category or Brand
- Login Status (Logged in Yes, No)
- Purchase Frequency
- Purchase Price Range
- Referrer / Entry Page
- Engagement with filters / search / recommendations (High, Medium, Low level)
- Buyer Status (1 year, lapsed, prospect, unknown first, unknown return, other)
- Number of Items / Value in Cart
- Number of Items / Value in Wish List
- Lifetime Value
Travel
- Business v. Leisure
- Login Status
- Loyalty Status / Membership
- Lead Time (for days to booking / or flight / or car pick-up)
- Booking Type / Class (type of room or car / class of travel)
- Number of Days to Booking
- Duration (of stay / car hire / trip duration)
- Preferred Extras
- Number of Adults
- Number of Children
- Last Destination
- Saturday Night Stay (whether it is included or not)
Finance
- Prospect v. Customer
- Personal v. Business v. Corporate
- Login status
- Product Holding
- Traffic Source / Referrer
- Quote Funnel Data (depends on the funnel - but may include: Gender, Age Group, Quote Value, Children, etc.)
- Calculator Usage (tracking whether a visitor has used Mortgage / Loan / Savings calculators)
- Last Viewed Category
- Last Viewed Product
- Most Viewed Product
- Loan Value (from loan calculator)
- Mortgage Type
Gaming
- VIP Status
- Last Deposit
- Average Deposit
- Last stake/bet
- Average stake/bet
- Favorite game
- Favorite Category
- Favorite sport
- Login Status
- Registered Status
- Traffic source (e.g. Social Network)
Media
- Content Affinity
- Channel Affinity
- Logged in/logged out
- Clips vs Full Episodes
- Genre Affinity
- Time watched
- Demographics
B2B
- Industry
- Role
- Filled out lead card
- Company revenue
- Product affinity
- Existing customer vs. new customer