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Mapping Attributes and Metrics

Overview​

Dynamic segments provide exceptional control to target your campaigns precisely. Understanding attributes and metrics is critical for segment creation, responsible data use, and maintaining compliance.

Attributes

  • What they are: User-defined characteristics or properties associated with users/endpoints. They include:
    • Contact information (name, organization, role)
    • Demographics (age, location, preferences)
    • Website/app behavior (pages visited, features used)
    • HIPAA-relevant identifiers only if strictly necessary and protected.
  • How to use them: Attributes create filters for dynamic segments
    • Example: Send an informational newsletter to users in California who clicked a specific article link.
  • HIPAA Considerations:
    • Limit attribute collection to the minimum necessary.
    • Securely store attributes, especially those containing Protected Health Information (PHI).
    • Obtain clear user consent before collecting or using PHI-related attributes.

Metrics:

  • What they are: Numerical values used to measure and track user behavior. Configured observation codes allow you to count how often a specific action occurs.
    • Examples: Number of visits, open orders, call attemptes made.
  • How to use them: Metrics help define segments based on user actions.
    • Example: Segment users who haven't opened an email in 30 days for a re-engagement campaign.
  • HIPAA Considerations:
    • Ensure observation codes don't unintentionally reveal PHI.
    • Regularly review stored metrics and anonymize or delete data when no longer needed.

Creating Dynamic Segments: Best Practices​

  1. Purpose first: Determine the goal of your campaign before defining your segment.
  2. Data minimization: Start with the least amount of data necessary to achieve your goal.
  3. Attribute selection: Carefully choose attributes, erring on the side of non-PHI data when possible.
  4. Metric thresholds: Set meaningful thresholds for metrics to refine your segment.
  5. Regular review: Revisit your segments and the underlying data to ensure continued HIPAA compliance and responsible data practices.