Salesforce Marketing Cloud Data Views: _EnterpriseAttribute

The _EnterpriseAttribute data view in Salesforce Marketing Cloud (SFMC) allows Enterprise 2.0 accounts to query subscriber data along with their profile attributes. It is exclusive to Enterprise accounts and must be used from the Parent account, not from individual Business Units (BUs).

This blog explores how to use the _EnterpriseAttribute data view, its key features, and how it can support segmentation and personalization at scale.

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What is the _EnterpriseAttribute Data View?

The _EnterpriseAttribute data view returns data for subscribers stored at the Enterprise level, including any custom profile attributes defined within the Parent Business Unit. These profile attributes become columns in this data view automatically when created.

Key Benefits of _EnterpriseAttribute Data View

• Centralized Profile Management: Access and analyze subscriber attributes across all BUs.
• Personalization at Scale: Use rich profile data to tailor email content.
• Enterprise-Level Segmentation: Build queries that span across BUs using centralized profile attributes.
• Dynamic Data Access: Automatically reflects new profile attributes as additional columns.

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Field in _EnterpriseAttribute Data View & Its Use

Field	Type	Description & Use Case
_SubscriberID	Number	Unique internal subscriber ID. Used to join with other system data views such as _Subscribers, _Sent, or _Open.

Note: Additional columns will appear automatically based on the custom profile attributes created in the Enterprise 2.0 account. These are not predefined but dynamically added.

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When and Why to Use _EnterpriseAttribute Data View?

When to Use?

• When building enterprise-wide audience segments.
• When personalizing content using subscriber profile fields.
• When evaluating or auditing profile attribute completeness.
• When centralizing data strategy and governance at the Parent level.

Why Use It?

• Dynamic Structure: Automatically reflects newly added profile attributes.
• Improved Efficiency: One query retrieves consistent data across BUs.
• Scalability: Ideal for large organizations managing millions of subscribers.
• Custom Targeting: Enables filtering by custom fields like location, language, preferences, and more.

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10 Example Scenarios and Queries

Assuming profile attributes like FirstName, LastName, Country, and PreferredLanguage exist in your account.

1. Retrieve All Subscriber IDs and Names

SELECT _SubscriberID, FirstName, LastName 
FROM _EnterpriseAttribute

Use Case: Basic profile data extraction.

2. Segment Subscribers by Country

SELECT _SubscriberID, Country 
FROM _EnterpriseAttribute 
WHERE Country = 'UK'

Use Case: Country-based targeting.

3. Identify Subscribers with Missing Profile Fields

SELECT _SubscriberID 
FROM _EnterpriseAttribute 
WHERE PreferredLanguage IS NULL

Use Case: Data hygiene and enrichment opportunities.

4. Extract Subscribers by Preferred Language

SELECT _SubscriberID, PreferredLanguage 
FROM _EnterpriseAttribute 
WHERE PreferredLanguage = 'Spanish'

Use Case: Multilingual campaign targeting.

5. Join with _Subscribers for Status and Email

SELECT ea._SubscriberID, s.EmailAddress, s.Status 
FROM _EnterpriseAttribute ea 
JOIN _Subscribers s 
ON ea._SubscriberID = s.SubscriberID

Use Case: Full subscriber view with profile + status.

6. Count of Subscribers by Country

SELECT Country, COUNT(*) AS SubscriberCount 
FROM _EnterpriseAttribute 
GROUP BY Country

Use Case: Audience distribution reporting.

7. Build Target List for Welcome Series

SELECT _SubscriberID 
FROM _EnterpriseAttribute 
WHERE FirstName IS NOT NULL AND PreferredLanguage = 'English'

Use Case: Segment for onboarding automation.

8. Subscribers with Specific First Name

SELECT _SubscriberID, FirstName 
FROM _EnterpriseAttribute 
WHERE FirstName = 'Emma'

Use Case: Personal or test segment targeting.

9. Retrieve Email Preference Values (if tracked)

SELECT _SubscriberID, EmailOptInStatus 
FROM _EnterpriseAttribute 
WHERE EmailOptInStatus = 'Opted In'

Use Case: Filter for marketing-compliant audience.

10. Compare Country and Language Preference

SELECT _SubscriberID, Country, PreferredLanguage 
FROM _EnterpriseAttribute 
WHERE Country = 'France' AND PreferredLanguage != 'French'

Use Case: Discover data mismatches or localization opportunities.

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Conclusion

The _EnterpriseAttribute data view is a powerful tool for marketers working in enterprise-level Salesforce Marketing Cloud environments. With dynamic access to profile data and centralized visibility across business units, this view empowers data-driven segmentation, personalization, and analysis.

Use it alongside _Subscribers, _Sent, and _Open to create unified subscriber profiles and performance dashboards.