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Profile Attributes
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Profile attributes hold essential data about your contacts, building a comprehensive view of each individual. These attributes enable targeted, personalized messaging and audience segmentation, supporting tailored marketing efforts.
Types of Profile Attributes
Standard Attributes: These default attributes include information like email, phone, name, and demographic details. They’re essential identifiers and cannot be removed or renamed.
Key identifiers: Email, Mobile number, Mobile app alias, External ID
Personal details: First name, Last name, Nickname, Gender, Date of birth, Country, and more.
List of Standard Attributes
Name
Attribute Reference
Personalization Placeholder
Data Stored
Email Address
${user['Email']}
<%${user['Email']}%>
Contact's email address
Mobile Number
${user['MobileNumber']}
<%${user['MobileNumber']}%>
Contact's mobile number (with area code)
Mobile App Alias
${user['FaxNumber']}
<%${user['AppAlias']}%>
Contact's mobile app alias
First Name
${user['FirstName']}
<%${user['FirstName']}%>
Contact's first name
Last Name
${user['LastName']}
<%${user['LastName']}%>
Contact's last name
Title
${user['Title']}
<%${user['Title']}%>
Contact's title (e.g., Mr., Ms.)
Date of Birth
${user['DateOfBirth']}
<%${user['DateOfBirth']}%>
Contact's date of birth (format: YYYY-MM-DD)
Source ID
${user['PartnerId']}
<%${user['PartnerId']}%>
ID identifying the source of contact
Identifier
${user['Identifier']}
<%${user['Identifier']}%>
External identifier (e.g., from a CRM system)
Country
${user['ISOCountryCode']}
<%${user['ISOCountryCode']}%>
Contact's home country (ISO format)
Language
${user['ISOLanguageCode']}
<%${user['ISOLanguageCode']}%>
Contact's language (ISO format)
Postal Code
${user['ZipCode']}
<%${user['ZipCode']}%>
Contact's postal code
Preferred Name
${user['Nickname']}
<%${user['Nickname']}%>
Contact's preferred name
Origin
${user['Source']}
<%${user['Source']}%>
Origin of contact (e.g., Import, Web, Email)
Gender
${user[‘Gender’]}
<%${user[‘Gender’]}%>
Contact's gender (Male, Female, Undisclosed)
Custom Attributes
Custom attributes allow flexibility for unique data points, such as income bracket, education, or any data that supports your marketing strategy. These attributes can also hold activity and conversion data, supporting deep personalization.
Enumeration
Attributes can be:
Enumerated: Values are pre-defined (e.g., "Title" with options like Dr., Mr., Mrs.)
Non-enumerated: Accepts any input (e.g., "First Name").
For creating, editing, or removing enumerations, refer to Create, Edit, or Delete Enumeration.
Adding Data to Profile Attributes
You can import contact data into Mapp Engage to populate or update profile attributes. When you upload a file with contact data, each record must include an address (such as an email, mobile number, or mobile app alias) to ensure accurate association with the corresponding contact profile. Mapp Engage differentiates address types by channel, which allows you to manage data across multiple communication methods.
Import Modes for Synchronization
Mapp Engage provides several import modes, allowing you to sync profile data efficiently with external systems. Depending on your needs, you can choose the appropriate file format and import mode to streamline data integration.
Manual Profile Updates
In addition to automated imports, you can manually update individual contact profiles directly within the Contact Management area of Mapp Engage. This flexibility is ideal for one-off updates or corrections.
Using the Profile Attributes
Personalization
Stored profile data enables targeted campaigns through personalization placeholders. These placeholders insert attribute values (like first names) into messages, while personalization rules adapt content for different audiences. For more information, see Personalization.
Segmentation
Use attributes to filter and target specific contact segments (e.g., location, language, birthdays), ensuring message relevance. For more information, see Segmentation Builder.
Target Group Analysis
Profile data supports insights into message effectiveness across audiences, helping assess performance by demographic (e.g., gender-based response). For instructions, see Select Attributes for Target Group Analysis.
Behavior Data & Automation
Enhance profiles with behavioral data, like opens, clicks, or purchases. Automation scenarios allow real-time profile updates for actions performed by contacts.
Use Case Examples:
Contact Scoring: Assign points for engagement activities, identifying highly engaged contacts.
Contacts get points when they open a message (1 point), click a link (2 points), or complete a purchase (3 points).
Identify your most and least engaged contacts and use the score to build segments. Then send campaigns that target contacts with different levels of engagement.
Profile Enrichment: Store interaction data to support personalized marketing.
Set up an ongoing program that stores open, click, purchase, and interest data in contact profiles.
Build a solid data foundation for personalized, targeted marketing.
Use data to build segments and create more focused campaigns.
Profile-Based Automations
Profile-based automations in Mapp Engage enable automated updates to contact profiles by using values from one or more source attributes to generate a new target attribute value. This feature keeps profile data accurate and supports data-driven marketing.
These automations serve various purposes, such as updating engagement scores, calculating purchase totals, or segmenting contacts by recent activity.
Types of Profile-Based Automations
Mapping: Mapping automations derive new values from existing profile data and store them in separate target attributes. This allows for advanced comparisons and analyses, like categorizing customers into loyalty levels based on purchase history or identifying a preferred product category.
Operation: Operations apply expression language to attributes (e.g., string, number, date) to calculate or transform data. This supports actions like calculating days since the last purchase, standardizing name formats, or generating unique IDs.
For more on setup and management, see Profile-Based Automations.