Your Shopper DNA consists of:
Tags are the basic building block of contact segmentation. Tags can be set or removed for both visitors (email address not known) and contacts (email address is known) based on their browsing behavior.
Fields differ from tags because they store values, such as an email address, name, address information or nationality as opposed to a tag which has an on/off format. Fields values can be entered by the user through opt-in forms as well as other methods.