Data-driven, personalized messaging: it's the cornerstone of a marketing strategy that drives engagement, conversions, and long-term value. You're already personalizing your messages with your customer data, right? (If not, get started already!) But if you're not leveraging your business data too, you're leaving a lot on the table.

If you want to tap into all your data, it's time to unleash the power of custom objects. With custom objects, you can bring your many-to-many data model into Customer.io Journeys to drive personalization and segmentation in your messaging. That's because custom objects take you beyond customer data by building relationships between people in your audience and aspects of your business.

The sky's the limit with custom objects: you can bring in any business data that matters to you. Endless options can be overwhelming, so to help you decide what business data to use-and how you structure it in Journeys-we recommend starting with the data used for your company's marketing and messaging campaigns.
Read on to learn how to implement custom objects in Journeys, then get step-by-step instructions for five use cases you can incorporate into your campaigns.