Overview
Sona lets you enhance your CRM contact profiles by incorporating data from multiple sources beyond your primary report. By connecting different data sets, you will create comprehensive customer profiles that combine engagement metrics, demographic information, and behavioral data in one unified view. With this guide, you will transform basic contact records into rich profiles that drive better customer insights and more targeted marketing strategies.
When to use Attributes
When you need to incorporate additional customer data not found in your primary CRM report.
When you want to build more comprehensive customer profiles by combining multiple data sources.
When you need to see website engagement data alongside CRM information.
When building advanced segments based on multiple data points.
Prerequisites:
You must have already configured a CRM Contact profile source report in the Contact Profile settings.
You need access to additional reports containing the data you wish to incorporate.
Step 1: configure your data source
Navigate to the Attributes settings page in your Sona dashboard.
In the Attributes Source section, click the dropdown menu to select your Report Type.
Choose the specific source report you want to pull data from; this can be either a saved report or an audience.
Step 2: connect data to existing contact profiles
Locate the User Identifier section.
Select a column from your source report that will serve as the connection point to your existing CRM Contact profiles. This is the field that Sona will use to match data between your sources, typically an email address, customer ID, or another unique identifier.
Step 3: refine your data (optional)
Click the Filters button to open the filtering options.
Set up conditions to include only the most relevant information from your source report.
Apply your filters to ensure only high-quality data is added to your contact profiles.
Step 4: define your custom attributes
In the Attributes List section, click the + Add button to create a new attribute.
Select which fields from your source report you want to include in the CRM profiles.
Specify a clear, descriptive name for each new attribute or data column.
Repeat for each additional attribute you wish to add.
Review your selections to ensure all necessary data points are included.
Best practices
Choose Meaningful Attributes: focus on data that will actually inform your marketing decisions.
Use Consistent Naming: create attribute names that clearly describe the data they contain.
Limit to Essential Information: too many attributes can create clutter, so focus on what matters.
Update Regularly: set a schedule to refresh your attribute sources as your data changes.
Document Your Attribute Sources: keep track of which reports provide which data points.
FAQs
What do Attributes do in Sona?
What do Attributes do in Sona?
Attributes let you enrich your CRM contact profiles with data from additional reports or audiences beyond your primary source, such as engagement metrics or demographic information. Sona matches this data to your existing contact profiles using a shared identifier, like an email address, to build one unified customer view.
Why does the User Identifier matter?
Why does the User Identifier matter?
The User Identifier is the field Sona uses to match rows in your additional source report to your existing CRM Contact profiles, typically an email address or customer ID. Without a correctly selected identifier, the new attributes cannot be reliably connected to the right contact.
Should I add every available field as an attribute?
Should I add every available field as an attribute?
No. Limit attributes to essential information that will actually inform your marketing decisions. Adding too many attributes creates clutter in your contact profiles, so focus on data points you will use for segmentation or targeting, and document which report each attribute comes from.