B2C Data Points

The below table identifies the column title and description of each datapoint available in the B2C file.

Column Label	Description
HEM	Hashed email (sha256 lowercase)
UP_ID	Universal Person ID
FIRST_NAME	First name of the matched record
LAST_NAME	Last name of the matched record (family name, surname)
PERSONAL_EMAIL	The most observed personal email and match for visit
PERSONAL_ADDRESS	Personal address
PERSONAL_ADDRESS_2	Personal address 2
PERSONAL_CITY	Personal address city
PERSONAL_STATE	Personal address state
PERSONAL_ZIP	Personal address zip
PERSONAL_ZIP4	Plus 4 extension of PERSONAL_ZIP. Does not include PERSONAL_ZIP
MOBILE_PHONE	Mobile number associated with the record, run against FCC portability data (to be used for matching purposes only)
PERSONAL_PHONE	Personal phone associated with the record (for matching purposes only)
GENDER	Gender of record (M/F/U)
AGE_RANGE	Age range of record
MARRIED	Determination if the record is married (Y/N)
CHILDREN	Determination if the record has children (Y/N)
INCOME_RANGE	Income range of record
NET_WORTH	Estimate of a households total financial assets minus liabilities. Assets include financial holdings such as deposit accounts, investments, and home value. Liabilities include loans, mortgages, and credit card debt.
HOMEOWNER	Probabilistic and deterministic data set to capture home ownership (Y/N/P)
PERSONAL_EMAIL_LAST_SEEN	Unix timestamp of the last date the email was verified To convert the unix timestamp to a standard date format, use the following formula in Excel or Google Sheets: =(A1/86400)+DATE(1970,1,1)
ACTIVITY_DATE	Max date of Tag fire for period processed
PROCESSED_DATE	Date stamp of match process
EVENT_DATE	Timestamp (Date/Time) of the tag fire to the millisecond in UTC
IP_ADDRESS	IP address associated with the tag fire
PARTNER_ID	PID provisioned by Agency from the tag (feature is an aggregate of all PIDs associated the the Agency)
AGENCY_ID	AID provisioned by Untitled for Agency
UNIX_TIMESTAMP	Unix version of EVENT_DATE
JSON_HEADERS	JSON Header from the tag fire
REF_URL	Reference URL of the tag fire; last page visited
REFERER_URL	URL visited prior to the tag fire (when available), URL the visitor came from