Marketing attributes are data points associated with a user, like location, device type, age, interests, or purchase history. These attributes can be deterministic (based on verified data) or probabilistic (inferred from behavior). They help marketers understand audience profiles and personalize campaigns for better targeting and engagement across digital platforms.
Frequently Asked Questions
Q1. Can I create segments using just one attribute?
A1. Yes, but using multiple attributes gives a more accurate and actionable user profile for targeting.
Q2. Are attributes linked to cookies or user IDs?
A2. Attributes can be linked to both, depending on the tracking method—cookies for devices and IDs for logged-in users.
Q3. How do platforms gather marketing attributes?
A3. Through user actions, surveys, purchase history, device signals, and behavioral data from partner networks.
Q4. Is it safe to store user attributes?
A4. Yes, if compliant with data privacy laws like GDPR and CCPA and stored in secure environments.
