An attribute is a characteristic of a customer: their city, the date of their last purchase, or their favorite category. Custom attributes are those that align with your business logic and aren’t standard features in every system: the size they usually buy, the type of pet they have, whether they’re a wholesale customer, the location where they shop, or their loyalty program tier.

Why does it matter?

Generic data leads to generic campaigns. When you take into account what makes your relationship with each customer unique, you can segment more precisely and speak to them about what truly interests them. A well-chosen attribute can turn a mass message into a relevant one.

• Precise segmentation: You filter based on criteria specific to your industry.
• Relevant messages: You use that information within the content.
• Better analysis: You compare results across groups that matter to your business.

Story mode

An online shoe store keeps track of the size each customer buys most often. When a new style arrives, instead of notifying the entire customer base, it only sends a message to those who wear the sizes currently in stock. For example, Valentina, who always buys size 38, receives the notification as soon as her size becomes available.

How to Use It with Data4Sales

Data4Sales creates a 360° customer profile with more than 90 attributes that are updated daily, based on purchases made in physical stores, e-commerce, ERP systems, marketplaces, campaigns, and conversations.

• You combine these attributes with RFM segments, clusters, life cycle data, and predictive models to build audiences.
• Orbis Audiences lets you request an audience using natural language and explains each filter to you.
• Orbis Creative uses each customer's data to craft a personalized message for them.

Related terms

• 360° Profile
• Segments
• Hyper-personalization
• First-party data