If a visitor is identified by the Identify API or an email capture add-on, additional data points can be added to the visitor profile. These traits can be used for highly specific targeting of certain groups. An example is "job title", that may allow you to show specific messages to visitors with a certain professional background.

Data points

The following traits can be handled by Unless, and stored in our European data warehouse cluster or available for segmentation - or both.

Identify API and email add-ons

The Identify API accepts an email address as a key to identify a visitor. The email address is stored in a special database in Europe. Email capturing add-ons (for example newsletter lead generation popups) use the Identify API under the hood.

Auto-enrichment

Customers can choose for auto-enrichment through Clearbit. This is a third-party service that returns the following data points, aggregated from publicly available sources on the internet. Data points are stored in our data warehouse in Europe, with the exception of the starred given and family names. These elements are stored in a separate database in Europe.

Data point	Stored	Available for segmentation
Given name *	Yes	Yes
Family name *	Yes	Yes
Avatar	Yes	Yes
Company name	Yes	Yes
Company domain	Yes	Yes
Job title	Yes	Yes
Job role	Yes	Yes
Seniority	Yes	Yes
Twitter followers	Yes	Yes
Twitter handle	Yes	Yes
Github followers	Yes	Yes
Github handle	Yes	Yes
Industry	Yes	Yes
SIC code	Yes	Yes
Number of company employees	Yes	Yes
Alexa US rank	Yes	Yes
Alexa global rank	Yes	Yes
Money raised	Yes	Yes
Estimated annual revenue	Yes	Yes

Custom traits

Customers may choose to add their own traits to identified visitors, for example from an integration with their CRM system.