Use Case: Custom Data

Written by Natasha Janic on June 21, 2019

What is Custom Data?

Every home has one. A drawer with assembly manuals, screw drivers, extra chargers and a handful of pens or markers. They’re all things you may need, but you’re just not sure when, so you hold on to it all in one place.

Custom Data in the Hatch platform is kind of like a junk drawer for your customer data. While Hatch collects transactional and behavioral data, it can also store data points that are either important to you today, or that you think may be important to you in the future.

What problem does it solve?

Your relationships with your customers are complex and there are a lot of data points that result from their interactions with your business. We can’t predict the future, so storing data points that you may need later in a secure place is a safe way to make sure you’re prepared for the marketing initiatives your wildest dreams haven’t even conjured up yet.

Typically, different types of customer data live across a variety of different platforms, making it difficult for marketers to weave these pieces of information together into one cohesive story. This usually requires various queries from a data management tool that can be time consuming for your teams. Custom Data allows you to store the information you need in a central location, ready to be used when needed.

How would you use Custom Data?


The Custom Data attribute can store information about Memberships, Locations, Transactions, Rewards and Offers. The image above shows an example of Custom Data fields stored against a Membership profile. Determine the data points that you want stored and their naming conventions. Hatch will store that information and can ETL that data to and from your data warehouse or other business systems as needed.

Custom Data cannot be used within native platform features, such as API filters or offers. If it’s a data point that’s important to delivering a specific offer to a specific group of customers, Hatch recommends that you use Custom Segments (more to come on this in a future post).

What does Custom Data look like in practice?


  • You are a fuel & convenience retailer
  • Hatch is connected to your POS, mobile app and data warehouse

As a convenience retailer, the type of car a customer drives can be an important data point for you to store. This is not a native data field within the Hatch platform, so you would instead store this information within Custom Data. You can configure “vehicle_type” to be Sedan, SUV, etc. If make and model are important to you, those fields are configurable within Custom Data as well.

Let’s say you’re storing “vehicle_type” against Membership profiles and want to create Offers that consider the size of the fuel tank dependent on the vehicle type. Knowing the average fuel tank size based on the type of vehicle, you can ETL this Membership data to your data warehouse and create Custom Segments for Sedan Drivers, SUV Drivers, etc., to target them with offers that help increase your share of wallet depending on the total available gallons.

Check out our documentation on Custom Data here.