> For the complete documentation index, see [llms.txt](https://user.netmera.com/netmera-user-guide/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://user.netmera.com/netmera-user-guide/customer-data/profile-attributes.md).

# Profile attributes

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Profile attributes are structured details stored on each Netmera user profile. They can include standard details, such as a name or email address.

They can also include business data, such as membership tier, recent order value, or preferred category.

Use profile attributes to build a clearer view of each user. They support segmentation, campaign targeting, and personalized experiences across Netmera.
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<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2FzS1HS5cBTTXNqigQ3swp%2FScreenshot%202025-08-04%20at%2016.50.18.png?alt=media&amp;token=354175d3-6109-416c-ad8b-0f522b889df7" alt="" width="375"><figcaption></figcaption></figure>
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### Manage profile attributes

<table data-view="cards"><thead><tr><th>Title</th><th data-card-target data-type="content-ref">Target</th></tr></thead><tbody><tr><td>Custom profile attributes</td><td><a href="/netmera-user-guide/customer-data/profile-attributes/custom-profile-attributes.md">Custom profile attributes</a></td></tr></tbody></table>

### Personalize messages with profile attributes

<table data-view="cards"><thead><tr><th>Title</th><th data-card-target data-type="content-ref">Target</th></tr></thead><tbody><tr><td>Personalized mobile push</td><td><a href="/netmera-user-guide/omnichannel-engagement/mobile-push/personalized-mobile-push.md">Personalized mobile push</a></td></tr><tr><td>Personalized web push</td><td><a href="/netmera-user-guide/omnichannel-engagement/web-push/create-web-push/personalized-web-push.md">Personalized web push</a></td></tr><tr><td>Personalized SMS</td><td><a href="/netmera-user-guide/omnichannel-engagement/sms/create-sms-campaign.md#personalized-message">Create SMS campaign</a></td></tr><tr><td>Personalized email</td><td><a href="/netmera-user-guide/omnichannel-engagement/email/send-email-campaign/step-2-what.md#profile-attributes">Step 2: What</a></td></tr><tr><td>Personalized Journey messages</td><td><a href="/netmera-user-guide/omnichannel-engagement/journey-orchestration/journey-components/action/send-mobile-push.md#step-3-add-personalization">Send mobile push</a></td></tr></tbody></table>

### The role of profile attributes in Netmera

* Segment audiences based on meaningful traits
* Trigger personalized journeys and campaigns
* Enrich messages with dynamic content
* Inform analytics and performance tracking
* Respect consent and privacy boundaries with greater precision

Whether you're designing a push campaign, running A/B tests, or building complex customer journeys, Profile Attributes are what ensure those experiences are relevant, targeted, and effective.


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