anyDataYouWant:"hotdogs",// Any other custom data can be added as well
The custom data object can provide customer service agents any other details that may be important to the session. The object has a few implementation notes and limits:
Repeated calls to identify will overwrite previous data, and should be called on every session.
New keys passed into the custom data object will be added on to previous custom data, so you don't have to pass the whole object every time, and can pass keys that you may not have until later into the user's session.