Blueshift stores various types of user data - explicit, derived and predictive.
Note: All of these user fields are case-sensitive and space-sensitive.
Standard (Blueshift Attributes)
Blueshift has a standard set of attributes you can map your data to.
| Attribute | Definition |
| Email address of the user, identifies a user uniquely. | |
| customer_id | Customer id for this user in your database, identifies a user uniquely. |
| firstname | User first name (optional) |
| lastname | User last name (optional) |
| gender | User's gender (optional): male, female or unknown |
| joined_at | Date user joined (optional) in ISO-8601 format |
| facebook_id | User’s Facebook id (optional) |
| unsubscribed | User’s subscription status (optional) boolean. Set to true - if the user has unsubscribed from mailing list |
| unsubscribed_at | Date when user unsubscribed in ISO-8601 format |
| email_hard_bounced | Automatically updated when a hard bounce occurs (true or false) |
| email_spam_reported | Automatically updated when a user marks your email as spam via the ISP (true or false) |
| phone_number | User's phone number, including ISD code. Used for SMS messaging. (optional) |
| device_ids | Mobile device identifiers (optional) |
| device_tokens | Mobile device tokens used for Push messaging (optional) |
Custom Attributes
Non-standard or other custom attributes.
| Custom Attribute (create your own) |
You may pass any other attribute, and it would get saved on the user. Ex: membership_level, loyalty_points, etc. |
Derived Attributes
Blueshift can compute certain attributes based on all the data (event, campaign) from a user. At the time of building a segment, you can select these in the segment builder.
| Attribute | Definition |
| last_browser_platform | Most recent browser platform used by user (for example, webkit or blink). |
| last_browser_type | Most recent browser used by user (for example, chrome or safari). |
| last_browser_version | Version of browser Most recently used by user. |
| last_campaign_uuid | UUID of campaign Most recently received by user. |
| last_click_at | Most recent time a user clicked on a campaign. |
| last_click_campaign_uuid | UUID of campaign on which user Most recently clicked. |
| last_click_creative_uuid | Most recent creative UUID where click occurred. |
| last_click_experiment_uuid | Most recent experiment UUID where click occurred. |
| last_click_trigger_type | Type of trigger where last click occurred (for example, email, sms, and so on). |
| last_click_trigger_uuid | UUID of Most recent trigger where click occurred. |
| last_creative_uuid | Most recent creative a user received. |
| last_device_id | Most recent known device ID from user's mobile app. |
| last_device_token | Most recent device token sent from user's mobile app. |
| last_device_token_updated_at | Time when the device token was last updated. |
| last_experiment_uuid | Most recent experiment sent to a user. |
| last_location_city | Most recent city for user based on latitude/longitude data. |
| last_location_country | Most recent country for user based on latitude/longitude data. |
| last_location_country_code | Most recent country code (ie +44 or +1) for user. |
| last_location_geo_delta_updated_at | Most recent time the geo delta was updated. |
| last_location_geo_latitude | Last known geo latitude of the user. |
| last_location_geo_longitude | Last known geo longitude of the user. |
| last_location_geo_updated_at | Most recent time the geo was updated. |
| last_location_state | Most recent state for user based on latitude/longitude data. |
| last_location_timezone | Last known timezone for the user. |
| last_open_at | Most recent campaign open time. |
| last_open_campaign_uuid | Most recent campaign UUID tied to open. |
| last_open_creative_uuid | Most recent creative UUID tied to open. |
| last_open_experiment_uuid | Most recent experiment UUID tied to open. |
| last_open_message_uuid | Most recent message UUID tied to open. |
| last_open_trigger_type | Most recent trigger type tied to open (for example, email, sms, and so on). |
| last_open_trigger_uuid | Most recent trigger UUID tied to open. |
| last_purchase_at | Date when a user last purchased. Derived from purchase event |
| last_sent_at | Most recent sent campaign time. |
| last_trigger_uuid | UUID of most recent trigger sent to user. |
| last_utm_campaign | The campaign name. For example, Abandoned Browse. |
| last_utm_content | Optional parameter for additional details for A/B testing and content-targeted ads. |
| last_utm_medium | The medium the link was used on such as, email, CPC, and so on. |
| last_utm_source | The source of your traffic. For example, Blueshift. |
| last_utm_term | Optional parameter suggested for paid search to identify keywords for your ad. |
| last_utm_updated_at | Most recent time utm was updated. |
| last_visit_at | Last known page load event. |
| session_last_activity_at | Last known session date |
| lifetime_revenue | Computed and aggregated from purchase event. Requires revenue as an event attribute |
| lifetime_orders | Computed and aggregated from purchase event. |
| lifetime_visits | Computed from session data. Each session lasts 30 minutes |
| lifetime_(custom goal) | Computed from custom event goals |
| unsubscribed_at | The time when a user unsubscribed from an email campaign |
Predictive Scores
Blueshift also computes Predictive Scores and affinities that can then be used in segments and campaign filters.
| Attribute | Definition |
| Predictive Scores | Derived from predictive models (engagement, purchase intent/conversion, and retention) |
| Category Affinity | Based on user interactions with your content/catalog in the last 28 days, computed daily. May contain category affinities |
| Top Hour | Optimal engagement time based on session data (events and campaign engagement) in the last 28 days, computed daily |
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