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Yes, for example you may wish to include a custom greeting to a user who's name you have in Lytics. You can do this by entering the name of the Lytics field in brackets when entering your text in the Lytics interface:

Welcome back {{first_name}}!

Please note, that for users to see this campaign they must have the first_name field present on their Lytics profile. So a users without a first name on file wouldn't see this campaign. However, you can set a default value to appear if the field does not exist:

Welcome back {{first_name | valued customer}}!

In this case, if a user came to your website and their name was on file they would see a customized greeting with their name. But a user with no name on file would see "Welcome back valued customer!".