Attributes are used to define data associated to the properties of a visitor, the characteristics of a visitor's session, and any event data collected in real-time. Common examples of attributes include Email Address, Member ID, Product Category, Date of Last Visit, and Active Browser. Attributes are the foundation of your implementation, helping you to understand your customers' behavior and interaction with your brand.
In this article, you'll learn about the following:
Attributes are the building blocks of your solution. They define the data that flows from your sources of data through to your vendor integrations. They are used in rule definitions, audience creation, and connector settings. Attributes have the following properties, which you will set when you define them: Scope, Data Type, Enrichment, and Rule.
Scope refers to how long an attribute persists in real-time.
The following scopes are supported:
The session length varies based on the following criteria:
On the data collection server, web and mobile app sessions are differentiated based on the Tealium Collect library used.
Omnichannel attributes are defined when you define your file imports. Read more about importing Omnichannel data.
Data Type refers to the format in which the attribute value can be stored. Attributes come in a variety of types, from the basic number and string, to the more powerful tally and badge.
The following data types are supported:
|Number||Stores numerical values such as order total, lifetime event count, or number of days since last visit.|
|String||Stores text values such as first/last name, address, favorite product, and page name.|
|Boolean||Stores only one of two values: 'true' and 'false'. Boolean can be used for indicating the status of a visitor action or visit.|
|Array of Numbers||Stores multiple numeric values as an array. The array may contain unique or duplicate numeric values.|
|Array of Strings||Stores multiple string values as an array. The array may contain unique or duplicate string values.|
|Array of Booleans||Stores multiple Boolean (true/false) values as an array. The array may contain unique or duplicate Boolean values.|
|Tally||Stores one or more key-value pairs.|
|Set of Strings||Stores a collection of unique string values as a Set.|
|Date||Stores the date of a visitor event or particular visit.|
|Funnel||Tracks the status of every step in a multi-step event, such as payment funnel and registration.|
|Timeline||Records all occurrences of a visitor action within a time range.|
|Badge||Assigns a visual mark or symbol to visitors who meet certain criteria or browsing behavior.|
|Visitor ID||Stores visitor's unique traits as their secondary identifier.|
This matrix shows which data types are available for each scope.
|Array of Numbers||✔||✔||✔|
|Array of Strings||✔||✔||✔|
|Array of Booleans||✔||✔||✔|
|Set of Strings||✔||✔|
An enrichment is the use of custom logic to transform an attribute from a static value to a dynamic one. This is used to create new data values or modify incoming data. Pre-built enrichments are available for each data type. For example, the ability to increment or decrement a numeric value is available to number attributes. Read more about using enrichments.
A rule provides additional logic for the purpose of triggering an enrichment.
Creating a new rule through the enrichments dialog box automatically applies it to the enrichment.
Navigate to AudienceStream > Attributes to view your attributes. Filter the view with the available options in the Attributes side bar. and then click the desired attribute to expand the details.
In ADB, you can use any ASCII character for an attribute name other than double quotes. For EDB, you are limited to ASCII characters 0 through 127, excluding double quotes.
To add an attribute:
The name of an event attribute must match the name of the variable implemented.
You may use any ASCII character other than double quotes. ASCII letters in standard and delimited identifiers are case-insensitive and are folded to lower case. For additional details, see Amazon Web Services - Names and identifiers.
To add an enrichment:
You must save and publish your changes.
An imported attribute is a variable that was originally created in the corresponding Tealium iQ profile. These variables are automatically detected and pulled in as event-scoped attributes. When you modify a variable in Tealium iQ (and publish), the changes are instantly applied to the matching attribute in EventStream.
Imported attributes are not editable. You must use Tealium iQ to manage them.