Customer preferences in CDP campaigns | Acquia CDP

The following table lists the customer preferences that you use to refine your audience based on email campaigns opt-out, primary brand, direct mail, and others.

Name	Description
Call Opt-out	You can select the customers that are opted-in or opted-out of your call campaigns. The following are the values: `Y`: Customers explicitly opted-out `N`: Customers explicitly opted-in `Unknown`: When no explicit value of call opt-in or opt-out is available, CDP displays the `NULL` value as `Unknown`.
Direct Mail Opt-out	You can select the customers that are opt-in or opt-out of your direct mail campaigns. The following are the values: `Y`: Customers explicitly opted-out `N`: Customers explicitly opted-in `Unknown`: When no explicit value of direct mail opt-in or opt-out is available, CDP displays the `NULL` value as `Unknown`.
Email Opt-out	You can select the customers that are opted-in or opted-out of your email campaigns. The following are the values: `Y`: Customers explicitly opted-out `N`: Customers explicitly opted-in `Unknown`: When no explicit value of email opt-in or opt-out is available, CDP displays the `NULL` value as `Unknown`.
Primary brand	The brand that the customers have purchased the most in their entire lifetime. The default value is `Unknown`. For example, The North Face, Patagonia, and Dakine.
Primary device type	The device that the customers have used the most for purchases in their entire lifetime. The default value is `Unknown`. For example, `Computer`, `Mobile`, and `Unidentified`.
Primary Physical Store	The store through which the customers have made the most of the purchases in their entire lifetime. The default value is `Unknown`. For example, Store#1000, Store#1001, and Store#1002.
Primary Physical Store ID	The unique identifier of the physical store at which the customers have made most of the purchases in their entire lifetime. The default value is `Unknown`. For example, 1000, 1001, and 1002.
Primary Sales Channel	The organization through which the customers have made most of the purchases in their entire lifetime. The default value is `Unknown`. The following are the values: `Physical` `Unidentified`: Invalid data `Unknown`: Missing data
Text Opt-out	You can select the customers that are opted-in or opted-out of your text or SMS campaigns. The following are the values: `Y`: Customers explicitly opted-out `N`: Customers explicitly opted-in `Unknown`: When no explicit value of direct mail opt-in or opt-out is available, CDP displays the `NULL` value as `Unknown`.