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Custom attributes are brand-defined fields that store additional data against a profile that the default schema does not cover. They provide a flexible, extensible layer shaped to meet brand-specific data requirements.
Other objects in Omneo (such as Transactions and Locations) support custom fields, which behave similarly. The term “attribute” is specific to profiles. See Custom fields for the distinction.

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What custom attributes are for

Every brand has unique data points they want to capture about customers. Common examples include:
  • Pet name and breed (for pet supply retailers)
  • Vehicle make, model, and year (for automotive brands)
  • Referral source or acquisition campaign
  • Dietary preferences (for food and beverage brands)
  • Skin concerns or product sensitivities (for beauty brands)
  • Custom profiling questions, such as a customer’s favourite gemstone

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How they work

Custom attributes are defined in CX Manager under Configuration. Each definition specifies:
  • Namespace: a grouping prefix that classifies the attribute (e.g., pet, preferences, beauty)
  • Handle: the machine-readable identifier within that namespace (e.g., breed, dietary_preference)
  • Type: the data type (string, number, boolean, date, or select)
When a value is set on a profile, the stored entry contains the namespace, handle, and value: the actual data captured for that customer. Once a definition exists, values can be set on individual profiles via the API or through CX Manager.

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Namespace design

Namespaces group related attributes and serve as the top-level identifier for a set of custom data. As with identity handles, namespace names should be agreed during solution design and treated as part of the data model: they are not easy to change after data has been written. Omneo Extensions may reserve specific namespace names to store their own data. For example, an integration Extension might write attributes under a namespace matching the integration name. Using a conflicting namespace name will cause that Extension to behave incorrectly.

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Accessing custom attributes

Custom attributes are returned on profile responses in the custom_attributes array. Each entry contains the namespace, handle, and stored value. They are also available in reaction conditions and event context templates, allowing brands to build automation logic based on custom attribute values.