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Case sensitivity and your data

When you send data to Customer.io, you should format it consistently so it’s easier to reference in liquid to personalize messages and send data to other platforms.

When is data case sensitive?

1. AttributeA key-value pair that you associate with a person or an object—like a person’s name, the date they were created in your workspace, or a company’s billing date etc. Use attributes to target people and personalize messages. Attributes are analogous to traits in Data Pipelines. names are always case sensitive.
   • You can save both first_name and First_Name to a profile; those fields will not merge together.
   • This is also the case for reserved attributes like timezone and unsubscribed. You must lowercase these attributes to use timezone match or our global subscription functionality.
2. Attribute values are case sensitive in liquidA syntax that supports variables, letting you personalize messages for your audience. For example, if you want to reference a person’s first name, you might use the variable {{customer.first_name}}. logic. For instance, if a person has a favorite attribute with the value Sports, the else statment below would render because of the different casing:

   {% if customer.favorite == "sports" %}
       Come to the game!
   {% else %}
       Try swing dancing!
   {% endif %}
   

3. Liquid logic - this is true for strings and booleans:

   {% if customer.favorite == "sports" %}
       This renders for people with a value of `sports`.
   {% else %}
       This would render for people with any other value, including a different casing of sports.
   {% endif %}
   

   {% if customer.unsubscribed == true %}
       This renders for people with a value of `true`.
   {% else %}
       This would render for people with any other value, including a different casing of true.
   {% endif %}
   

4. In-app message page rules

When is data NOT case sensitive?

1. AttributeA key-value pair that you associate with a person or an object—like a person’s name, the date they were created in your workspace, or a company’s billing date etc. Use attributes to target people and personalize messages. Attributes are analogous to traits in Data Pipelines. values are case insensitive in UI filters, segment conditions, and workflow logic conditions. For example, people with a language attribute value of Fr or fr will both receive the email variant for fr.
2. EventSomething that a person in your workspace did. Events can trigger campaigns, add people to segments, etc. You can access event properties in liquid with {{event.<property>}} names - an event course_signup sent to your workspace is the same as Course_signup. When you’re sending data out of Customer.io, make sure you’re sending the format your destinations would expect.
3. Trigger names for transactional messages