Profile table components

A profile table is built from three types of information. Each one is managed in its own tab within the "Profiles" module:

• Attributes: the main components of a profile
• Segmentations: groups that connect a profile to others sharing a characteristic
• Subscriptions: the opt-ins given by a profile to be contacted on a specific channel

Attributes

An attribute is a field that stores the critical data of a profile, meaning all common fields such as name, first name, gender, language, email address, mobile number… The fields linked to communication channels (email address, mobile phone number) are used by Actito to send marketing campaigns. All the other fields can be easily used to personalize these messages.

Attributes are set up by type (string of characters, number, date, mobile number…), either in a manner predefined by Actito (see the list of predefined attributes) or at the time of their creation. They are validated when imported or updated.

To manage optimal campaigns, some fields are mandatory in your database:

1. A communication information: the email address, the phone number... to be able to contact the user.
2. The mother tongue: to guarantee that the content will be sent in the mother tongue of the profile.
3. A marketing consent: the authorization (mandatory according to GDPR) to communicate with your customers.
4. A key: a data that is unique for each profile, in order to avoid duplicates. It allows the clear identification of the person, for example in case of updates. The key of the database could be an email or a customer number.

You can collect other information in your database. However, keep in mind that Actito is a marketing automation solution, so it is highly recommended that every attribute stored can be used for marketing campaigns. These attributes can also be used for:

• Segmenting your database
• Cleaning up your data
• Personalizing and targeting your messages
• Producing relevant reports

Segmentations

A segmentation is a group of profiles sharing a common characteristic. There are two kinds:

• Exclusive segmentation: groups profiles into a segmentation containing several segments. The affiliation of a profile to one of these segments is characterized by its tier, by reaching a threshold.
  Example: "RFM" segmentation (Gold, Silver and Bronze), "Online activity" segmentation (Very active, Active, At risk, Inactive), "Client type" segmentation (Prospect, Client and Former client)
• Simple segmentation: groups profiles into a segmentation containing a single segment. The affiliation of a profile is characterized by true or false: either it is a member or it is not.
  Example: "Field of interest" segmentation (e.g. sport), "Meat eater" segmentation, "Discount lover" segmentation

Subscriptions

A subscription is legal data representing the authorization given by a profile to be contacted for a specific purpose and via a specific channel. It is not the marketing consent, which is an attribute.

It is illegal to subscribe a contact to emails without their consent, and doing so could damage the deliverability of your campaigns.

For additional information, see the Subscriptions chapter.