Finding Attributes and Attribute Values

But first, what's an Attribute vs an Attribute Value?

We tend to use these interchangeably, but it's a simple parent-child relationship.  An example of an attribute is gender (parent) and the attribute values are male and female (children). You could also think of attributes as the survey question we ask (what is your gender?) and the attribute values as the answer options (male or female.)

In our example below, Travel/Vacation is the attribute, and Beach/Lake Vacation is one of the attribute values.

Search for Attributes 

Search for attributes using the search box in the top-left part of the Audience Builder.  

Try searching for keywords or phrases that describe the attributes that you are looking for, such as "vacation." The search results display relevant information about attributes that will help you identify the one you need: 

1. The attribute name 
2. The breadcrumb or path that you could use to navigate to that attribute within the Taxonomy.  It's helpful to pay attention to the breadcrumb as it will give more context as to which vertical the attribute belongs.  
3. If the attribute is a Resonate Element, the full survey question for that attribute 
4. A subset of the attribute values within the attribute 
5. The data type of the attribute (Resonate Element, 3rd-party, Tag, etc.) indicated by a label across the attribute’s name 

Pro tip: Create your own Collections to save your favorite attributes for easy reference. Learn more about collections here. 

Search for Attribute Values 

You can search for specific attribute values the same way. Let’s search for "beach" next. Again, the search results will appear below, and the search results will provide you with information about the attribute values: 

1. The Attribute name under which the attribute value belongs 
2. The path to navigating to the attribute within the Taxonomy 
3. If the attribute is a Resonate Elements, the full survey question for that attribute 
4. The attribute value’s name 
5. The data type of the parent attribute (Resonate Element, 3rd-party, Tag, etc.) indicated by a label across the attribute’s name 

Adding Attributes and Attribute Values to the Audience Definition 

When you find an attribute or attribute value you'd like to add to your audience definition, click on it to add it to the audience definition panel in the right-hand panel.  

When you add multiple attribute values from the same parent attribute, they'll be added as a group.  For example, if we add both International Travel and U.S. Travel to the audience definition from under the Travel/Vacation parent attribute, they will appear in the same group. And we would interpret this audience definition as “people who have traveled internationally OR traveled in the U.S. in the past 12 months as a hobby.” We’ll talk more about changing the audience logic later.

Filtering for Attributes 

In addition to searching for attributes and attribute values, you can use the data type filter to find what you are looking for in the audience builder. By default, the filter is set to All Data. Click on the down caret to filter for one or more data types and view only those relevant to you.  

You can exit the search view and return to the Taxonomy by clicking on Close Search Results under the search box.  

Navigating the Taxonomy 

You can also browse the Taxonomy to find attributes and attribute values.  

You can drill into each category by clicking the category and subcategory headers. As you click through the categories, the available attribute values narrow down to match the sub-categories and attributes you’ve clicked in the left panel. For example, clicking Values & Motivations as the top-level attribute will show Life Stage, Personal Values and Psychological Drivers as sub-categories. As you continue to click into sub-categories, the attribute values will show in the middle panel. 

Tags 

You can filter and search for Tag data the same way as described above. Once you've added all your desired attributes or tags to an audience, you can add the audience to your Analysis by clicking the Add to Analysis button. You don't need to save your audience before analyzing it, but if you'd like to, use the Save button in the top right of the page.