Profile and Preferences Attributes

 What is _Enterprise Attribute ? Why do we need this data view ? 

 Marketing cloud is a communication tool and not a data management tool or a reporting tool. From this very fact, marketing cloud uses connector to connect with the upstream systems to fetch data from Sales cloud, Akamai, AWS , Snowflakes etc.,

 

For sending communications to subscribers, SFMC wishes to store the minimal attributes to define the subscribers, like First & Last Name, DOB, Country etc., these attributes are stored at subscriber level and are called profile and preferences attributes.

 

Profile & Preference attributes contribute very heavily in SFMC architecture when you have to work on multiple BUs based on brand and regions of the Organization, many a times the source of truth changes during lift & shift of the upstream systems.

 

Coming back to your question, if you have defined the Subscriberkey based on the source of truth say Sales cloud, you could have defined Contact Id, Lead Id etc. as your Subscriberkey or UUID if its coming from Akamai , if your source of truth has not been changed, you can fetch the first name from the upstream system. Now, if you didn't have the  upstream system from where you ingested the data, you could had stored the those details into profile & preferences attributes at subscriber level. 

 




ADVANTAGES:

  • EASY ACCESS TO SUBSCRIBERS BASED ON BRANDS 
  • SEGREGATION OF SUBSCRIBERS 
  • SUBSCRIPTION AND UN-SUBSCRIPTION BECOMES EASIER
  • ANY CHANGES TO SUBSCRIBER LEVEL BECOMES SACROSANCT WITH RESPECT TO BRAND


To learn more about Profile and Preference Attribute here is the link:
https://help.salesforce.com/s/articleView?id=sf.mc_es_profile_pref_attributes.htm&type=5

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