Use this data dictionary as a reference when building precise customer segments or triggering personalized marketing journeys in Attentive.
Profile Attributes (For Segmentation)
Attributes continually update a user's profile and are available inside the Attentive segment builder.
| Attribute | Description | How to Use in Messaging |
| Anniversary | The user’s personal anniversary date, such as a wedding anniversary. This is separate from loyalty enrollment. | Send a celebratory message or offer in the week leading up to the user’s anniversary. |
| Banned | Indicates whether the user is marked as banned in Punchh: true or false. | Suppress banned users from promotional campaigns to avoid sending to ineligible accounts. |
| Birthday | The user’s birthday in YYYY-MM-DD format. Supports exact date matching or month/day matching in segments. | Trigger a birthday reward message on or before the subscriber’s birthday month. |
| City | The city where the user lives, as recorded in Punchh. | Target users in a specific city for local store promotions or regional events. |
| The user’s email address as recorded in Punchh. | Use for identity matching or cross-channel audience building. | |
| Favorite Store Numbers | The IDs of the user’s favorite store locations in Punchh. Cross-reference these IDs with Punchh location data for store names. | Send location-specific promotions to users whose favorite store matches a targeted location. |
| First Name | The user’s first name. | Personalize message copy with the subscriber’s first name, such as “Hi [First Name], your reward is waiting!” |
| Gender | The user’s gender as recorded in Punchh, such as male, female, or decline to state. | Tailor product recommendations or creative to gender-based audience segments. |
| Guest Type | The user’s loyalty classification in Punchh, such as Loyalty. | Segment loyalty members from non-loyalty contacts to send targeted loyalty-exclusive offers. |
| Joined At | The full timestamp of when the user enrolled in the Punchh loyalty program. | Identify and reward long-tenured loyalty members with anniversary milestones. |
| Last Activity At | The timestamp of the user’s last recorded activity in Punchh. | Re-engage subscribers who haven’t had activity in 60 or more days with a win-back offer. |
| Last Name | The user’s last name. | Use alongside First Name for formal or personalized messaging. |
| Marketing Email Subscription | Indicates whether the user is opted in to marketing email communications, as reported by Punchh. This reflects Punchh’s record and does not directly create or modify Attentive channel subscriptions. | Identify users who are opted in to email in Punchh but not yet subscribed in Attentive for re-engagement. |
| Marketing Push Notification Subscription | Indicates whether the user has opted in to push notifications, as reported by Punchh. | Identify push-enabled users for cross-channel coordination with SMS campaigns. |
| Phone | The user’s phone number as recorded in Punchh. | Use for identity matching to connect Punchh loyalty profiles to Attentive SMS subscribers. |
| Preferred Locale | The user’s preferred language or locale setting in Punchh, such as en-US. | Route subscribers into locale-specific message variants or journeys for multilingual campaigns. |
| Punchh Anniversary | The date-only representation of the user’s loyalty enrollment, in YYYY-MM-DD format. This is distinct from Joined At, which is a full timestamp, and from the personal Anniversary field. | Use for loyalty enrollment anniversary campaigns, such as “You’ve been a member for one year!” |
| Punchh Last Visit | The timestamp of the user’s most recent loyalty visit recorded in Punchh. | Trigger lapsed-visit re-engagement messages for users who haven’t visited in a defined period. |
| Punchh Loyalty Points | The user’s current points balance earned through loyalty activity, such as check-ins or purchases. Does not include gifted points. | Notify subscribers when they’re close to a reward threshold, such as “You’re only 50 points away!” |
| Punchh Membership Level | The name of the user’s current membership tier in Punchh, such as Gold or Silver. | Send tier-specific messaging or exclusive offers to high-tier members. |
| Punchh Total Credits | The user’s combined current balance across all point types, including loyalty points, gift points, and other credits. | Use as a proxy for overall loyalty value when segmenting users with high balances for VIP campaigns. |
| Punchh User Status | The user’s account status in Punchh: active, banned, or deactivated. | Suppress deactivated or banned users from all promotional sends. |
| Referral Code | The user’s unique referral code generated by Punchh. | Include the referral code in messages encouraging subscribers to share the loyalty program with friends. |
| Signup Channel | The channel through which the user originally signed up for Punchh, such as WebEmail or MobileFacebook. | Tailor re-engagement messaging based on how the user originally joined. |
| SMS Subscription | Indicates whether the user is subscribed to SMS via Punchh: true or false, as reported by Punchh. This reflects Punchh’s record and does not directly create or modify Attentive channel subscriptions. | Identify Punchh SMS subscribers not yet in Attentive for migration or re-enrollment campaigns. |
| State | The state where the user lives, as recorded in Punchh. | Target regional promotions or state-specific compliance messaging. |
| Unsubscribed Reason | The reason recorded if the user unsubscribed from email via Punchh, such as By User or Admin. | Differentiate voluntary opt-outs from admin-driven removals when auditing list health. |
| Unsubscribed Status | Indicates whether the user is unsubscribed from email communications via Punchh. | Suppress Punchh-unsubscribed users from email campaigns to honor opt-out preferences. |
| User ID | The unique identifier assigned to the user in Punchh. | Use for identity resolution or cross-referencing Punchh records with Attentive profiles. |
| Zip | The user’s ZIP code as recorded in Punchh. | Target users in specific ZIP codes for hyperlocal store or delivery promotions. |
Punchh Loyalty Signup event
Punchh Loyalty Signup is a custom event, rather than a profile attribute. It triggers conditionally on users/create.
Use this event as a journey trigger to send a loyalty welcome series when a subscriber enrolls.
Account Status & Profile Lifecycle Rules:
- Punchh User Status (Banned/Deactivated): If a user is deactivated or banned in Punchh, their subscription status remains unchanged, and no removal request is sent to Attentive.
- User Deletions: If a user profile is permanently deleted in Punchh, Punchh sends a "Remove Subscriber" request to Attentive to update subscriber records.
Loyalty Events (For Journey Triggers)
Events represent real-time actions taken by a member. Use these to trigger automated messages (e.g., "Congrats on your reward!").
| Punchh Naming Convention (event_name / event_type) | Attentive Naming Convention (journey trigger) |
|---|---|
Event Name: Checkins Event Type:loyalty | Punchh - Checked-in for Loyalty |
Event Name: Checkins Event Type:gift | Punchh - Checked-in for Gift |
Event Name:Rewards Event Type: N/A | Punchh - Rewards |
Event Name:redemptions Event Type: N/A | Punchh - Created Redemption / Punchh - Updated Redemption |
Event Name: Transactional Notifications Event Type:redemption_applied | Punchh - Applied Redemption |
Event Name: Transactional Notifications Event Type:reward_notification | Punchh - Rewards—verify exact mapping |
Event Name: Transactional Notifications Event Type:reward_expiry_reminder | Punchh - Earned Expiring |
Event Name: Transactional Notifications Event Type:pos_scanner_checkin | Punchh - Checked-in at POS Scanner |
Event Name: Transactional Notifications Event Type:points_to_reward | Punchh - Converted Points to Reward |
Event Name: Transactional Notifications Event Type:card_completion | Punchh - Completed Card |
Event Name: Transactional Notifications (PAR sample) Event Type:login_from_new_device | Punchh - Logged In from New Device |
Event Name: Transactional Notifications Event Type:reset_password_instruction | Punchh - Triggered Password Reset |
Event Name: Marketing Notifications Event Type:signup_campaign | Punchh - Received Marketing Notification |
Event Name: Marketing Notifications Event Type:anniversary_campaign | Punchh - Received Anniversary Campaign |
Event Name: Marketing Notifications Event Type:challenge_campaign | Punchh - Received Challenge Campaign |
Event Name: Marketing Notifications Event Type:compression_campaign | Punchh - Received Compression Campaign |
Event Name: Marketing Notifications Event Type:coupon_campaign | Punchh - Received Coupon Campaign |
Event Name: Marketing Notifications Event Type:post_checkin_campaign | Punchh - Received Post Check-in Gift Campaign |
Event Name: Marketing Notifications Event Type: post_checkin_campaign | Punchh - Received Post Check-in Notification Campaign |
Event Name: Marketing Notifications Event Type:referral_campaign | Punchh - Received Referral Campaign |
How to Use Punchh Loyalty Events in Attentive
Before building your journey, work with your Punchh administrator to generate a test event for the activity you want to use. Supported triggers appear in Attentive after the corresponding event is received. To properly enable these triggers, please ask your Attentive contact to enable “custom event properties for Punchh”.
To target a specific campaign or reward, add an event-property branch beneath the trigger:
- Select What properties the event has.
- Choose the property that identifies your intended campaign or reward, such as payload.redeemable_id, where available.
- Enter the matching value provided by your Punchh administrator. Confirm that the value belongs to your production campaign or reward.
- Test the journey with both a matching event to confirm it follows the intended path.
Available properties depend on the event received. If a trigger or property is missing, generate a new test event and contact your Attentive team for assistance.