Custom Field Data
In addition to all of the standard User profile fields such as first name, last name etc. there are 30 Custom Fields where custom data can be stored.
Friendly field names can also be set to more easily identify Custom Fields within features, reporting and exports.
Custom Fields can also be used to store arrays of data. Useful for holding shopping basket contents, flight itineraries etc. array elements can then be referenced within Email Templates using the Template Language.
Custom Fields are completely free-format and stored data is 'un-typed'.
Any value can be stored in each field and when used as selection rules within Targeting values can be dynamically cast as dates and numbers if required.
Personalisation, Conditional & Dynamic Content
Custom Fields are treated the same as standard User fields so can be used with the Template Language to generate conditional content or for more general message Personalisation.
Array Data (JSON)
By using Array Data (JSON) in Custom Fields it is possible to store more information than the 30 Custom Fields would normally allow.
Array data is useful for storing arrays of information such as shopping basket contents, flight itineraries, booking confirmations etc. and can be accessed using the Template Language.
Targeting
Values stored within Custom Fields can be used to create selection rules within the Targeting feature. This enables any easy way to combine User data with Campaign delivery and response information to create segmented and targeted Lists.
Web Metrics
Custom Fields can be used to tag links with User data to support tracking through Web Metrics services such as Google Analytics.
Content Snippets
CRM, Database, Integration & Other Applications
Applications that are integrated via the API to automate creation and updating of Users commonly use Custom Fields to store additional information to help identify records and create a relationship between applications.