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Overview of a Populo contact

A contact is a container that stores logs about a visitor, browsing behaviour, device used, location and in some instances personal contact information.

When a visitor comes to a website where Populo is enabled, a tracking script is called and downloaded via a REST service, and a first party cookie is set against the visitor. The cookie is used to identify a contact in Populo.

A contact is made up of collections of data called logs. This data is obtained using two capture methods.

Implicit data capture

Implicit data, is data that can be obtained during a visit session from the browser. This could include browsing behaviour, session duration, origin of visits, as well as more technical information such as user agent string, screen resolution, and IP address.

Explicit data capture

Explicit data, is the data that a user provides or explicitly allows. Its usually obtained from some type of form input; filling out a form, carrying out a search or updating a profile. Explicit data could also be in the form of allowing access to data from other 3rd party systems such as Facebook or allowing a browser to obtain a current location using the HTML5 location API.

What data is available?

Populo in conjunction with Contensis is capable of recording significant volumes of data against a contact. Whilst this data is recorded, not all the data is surfaced for use in Populo.

The data that is readily made available is surfaced as a trait.


In its basic form trait is an attribute or property of a contact. It may be content that is directly captured or computed to determine its value.

Example traits

  • date of visit
  • gender
  • first name
  • surname

It’s worth noting that the data returned from traits may not be as expected, this is due to the way a trait value is processed. Please refer to the contact object article for more information.