Custom Parameters Overview

Custom Parameters are flexible data fields that let you store extra info about members, locations, coupons, etc. They sit across all lifecycle stages by powering highly personalized messaging and dynamic app content.

Why it matters

Impact Area	Business Value
Revenue	Enables 'Hyper-Personalization' which significantly boosts conversion rates and LTV by offering precisely what the customer wants.
Efficiency	Automates data collection for specific business needs without requiring a custom database build or complex developer intervention.
Customer Experience	Allows the app to greet users by name or show tailored content based on their unique stored preferences and past behaviors.

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Risk if ignored — The loyalty program feels generic and 'one-size-fits-all,' failing to create the 'emotional loyalty' that drives long-term retention.

Example use cases

Personalized Greeting — Using a String parameter to display the member's first name or nickname on the app homepage.
Preference-Based Logic — Storing a 'Favorite Store' parameter to prioritize specific location news in the user's news feed.
Automated Milestones — Tracking custom dates (like a birthday) to trigger automated reward emails.
Integration with your POS - Storing a Coupon's ID which can be automatically recognized by your POS.

How to measure success

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Key Performance Indicators

Primary KPI: Percentage of member profiles with 'Complete' custom parameter data.

Secondary KPIs: Conversion lift on campaigns using 'Dynamic Text' vs. static text.

Governance & Operations

Guardrails: Privacy and GDPR compliance for sensitive custom data; data entry consistency.

Review Cadence: Weekly for the first month, then monthly.