Depending on which node you're setting up, you'll have all or some of these available options to work with Profile data:

In the Marketing Automation tool, there are a few nodes where you can use the available Profile data to tailor their journey through your flow:

Listen node: Bring Profiles into the flow.

Check Profile: Check whether a Profile matches your criteria.

Wait for Event: Wait for a Profile to perform an Event.

Depending on the type of Attribute, the configuration will vary. First name, last name, email address, country, etc. are good examples of text Attributes. Mobile and postcode are number Attributes, while date of birth is a date Attribute.

1. Choose an Attribute from the drop-down menu.

If your Attribute is a Date Attribute, select a number of days, weeks, months of years before or after the date Attribute value.

To listen, wait for or check for the exact date in the Attribute, choose Today.

If and when Profiles qualify, they will enter or continue the flow. When done, jump to the end of step 3.

2. Choose a match type from the drop-down menu.

3. Enter a value that the Attribute must match in order for Profiles to qualify to enter or continue the flow.

If your Attribute is a True/False Attribute, select either True or False as a value:

True: the Profile's Attribute value is True. Profiles with True as a value will qualify to enter or continue the flow. Those with False will not.

False: the Profile's Attribute value is False. Profiles with False as a value will quality to enter or continue the flow. Those with True will not.

4. Under At, select a specific time from the drop-down menu.

If your Attribute is a Date Attribute, you now have two options:

Repeat every year: If you would like Profiles to enter this flow every year, select the Repeat every year button. This is a useful feature for birthdays, anniversaries, etc.

Only on Milestone birthdays (e.g. 40th, 50th): A Milestone birthday is a commonly celebrated decade. This is a good feature for flows that target Profiles on an important birthday, like turning 50 years old. If you would like Profiles to enter the flow once the date of this Attribute reaches a new decade (every 10 years from the date in the Attribute value), select the Only on Milestone birthdays button.

5. Click Save.

Listen for or check Profiles based on a Tag with the corresponding node.

Choose whether you would like to listen or check for Profiles that contain a Tag under Profiles tagged, or for those who don't under Profiles not tagged.

Similarly, you may choose to apply or remove Tags from Profiles in your flow. Read more about the Update Profile node here...

1. Depending on whether you want the Profiles to match all or any of the following Tags, select an option from the drop-down menu. You may do this at any point while you edit the node.

2. Click on the drop-down menu to select a Tag previously created.

3. To add multiple Tags, repeat the process above.

4. To create a new Tag, click Create new Tag on the drop-down menu.

5. Enter the new Tag name.

To save the Tag, click Save. Otherwise, Cancel.

6. To remove a Tag, click on the "x" icon on the Tag.

7. Click Save.

The node will listen, check or wait for Profiles to perform an action that matches the Event you selected.

1. Choose an Event to get started. If you need a hand getting to know all the available Events and their corresponding Event data, take a look at this article.

2. Click on the icon and expand the Event dropdown.

3. Select an Event from the list.

4. Expand the Activity name drop-down menu and select an activity from the list.

You can choose up to 10 activities. Profiles who have a matching Event in at least one (1) of the activities will qualify.

Activities selected will show in the Activity drop-down, and can be selected and deselected with a click. If you only need to listen for a select number of activities, for example your last five Email activities, then manually selecting which activities to listen for is a quick way to increase the reach of your Marketing Automation flow.

You can also listen for Events in any activities. This way, Profiles with a matching Event in any of the tool's activities will enter the Marketing Automation flow. Simply select Any from the Activity drop-down menu.

For example, to bring in Profiles that engaged in a specific link or CTA in any of your Email activities, then you can choose to listen for an Email Click in any of your activities. The Listen node will then listen for Email - Click Event from any and all of your previous Email activities listed in the drop-down menu. To narrow down the Profiles who enter, you can use the Match, Match Type, and Value to specify which link the Listen node will listen for. Profiles that have clicked on this link regardless of which activity will now enter your Marketing Automation flow.

5. Expand the Match drop-down menu to select a specific data point from the Event, like a specific URL or link title. Read more about Event data...

If you pick a match, you must select a Match type as well (whether the Event data equals or contains a specific value, for example).

All URLs from links inserted into emails or SMS messages contain a unique link ID at the end. When specifying Profiles that clicked a link in your email, make sure to set up your condition to contain the original URL. For example: "Email - Click: url contains https://heartland.com/accessories/sunglasses".

Enter a value for the Event data to match.

6. Under Times, select how many times the Profile must have performed the Event in order to qualify.

Tick the Within a time frame box to determine a time frame for the Event.

Enter a number under Amount, or click and drag the icon next to the input field, and select between minutes, hours, days, weeks, months or years.

The feature described below is in development. Stay tuned!

The Listen node, specifically, allows you to narrow down your preferences to those Events that were logged into Profiles after a specific date.

To enable this option, you must select at least 2 times.

Tick the Consider Events after this date checkbox and use the calendar to select a specific date.

The Listen node will ignore Profiles that have only performed the Event before the date, and bring in Profiles that have the Event after the date you specify.

For example:

Listen for Email Clicks in Heartland Weekly at least 2 times within 3 days after August 5th at 14:00.

Ready? Click Save.

Listen for or check Profiles that match specific Segments.

Profiles will qualify to enter or continue your flow based on the Segment(s) you select.

If you edit a Segment after you've selected it on your node, the node will automatically use the latest version of the Segment but the transition can take up to 10 minutes. Read more about Segmentation...

Choose whether you would like to listen or check for Profiles that match under Segment match, or for those who don't under Not a Segment match.

1. Depending on whether you want the Profiles to match all or any of the following Segments, select an option from the drop-down menu. You may do this at any point while you edit the node.

2. Click Add included Segment to listen or check for Profiles who match, or Add excluded Segment to listen or check for Profiles who don't.

If you would like to learn more about how including and excluding Segments affects your activities, head over to Working with Segments.

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3. Click on the Segment container and select a Segment from the list.

4. To add another Segment, click Add included Segment or Add excluded Segment and repeat the steps described above.

5. To remove a Segment, click on the "x" icon at the right end of the Segment container.

6. Under At, select a specific time to bring Profiles into the flow from the drop-down menu.

7. Click Save.

Expand the Advanced drop-down menu for additional options in your node. These options are available when listening or checking for Attributes, Tags and Events.

If you edit a Segment that has been used in the Advanced settings of your node, the node will continue to work with the version of the Segment from the moment you initially activated your flow. To use the latest version of the Segment(s) you edited, stop the Marketing Automation flow and activate it again.

Here you can choose to include and exclude Segments as part of your node settings. So, not only will the node check whether Profiles qualify according to the Attribute, Tag or Event you selected, you can also narrow down those Profiles with Segmentation!

Jump to Segments above for a step-by-step guide to including and excluding Segments in a Marketing Automation node.

Have in mind that this Segmentation will be applied on top of your Attribute, Tag or Event preferences, narrowing down the Profiles that enter your flow.