A key-value pair is a single piece of data expressed as a named key and its value, such as country set to DE, or plan set to premium.
Category
Data Architecture
Also known as
key/value pair; attribute pair
It is the atom of most customer data: event properties, profile attributes, URL query parameters, and API payloads are all collections of key-value pairs. Reading data as keys and values is what makes tracking plans, catalog fields, and segment conditions legible.
In practice
Name keys consistently and once. A profile that stores country, Country, and cust_country as three keys has three half-filled fields instead of one reliable one, and every segment built on them inherits the mess.
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