Custom traits are data points that the customer already knows about their users and is provided by the customer to Unless. For example, this can include information about leads and their companies or existing customers and their purchase history.
They can be handled by Unless and are stored exclusively in a single database in Europe, Ireland. They are then available to be used for audience segmentation.
Identify API and email add-ons
The Identify API accepts an email address as a key to identify a visitor. Email capturing add-ons (for example newsletter lead generation popups) use the Identify API under the hood.
Customers may choose to add their own traits to identified visitors, for example from an integration with their CRM system. Below is a screenshot with an example of what such traits could include in the case of Hubspot.