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I am introducing the enhancement possibilities of the Interaction Contact, one of the central object in the SAP S/4HANA Marketing Cloud and SAP Hybris Marketing. All the information provided in the blog are based on the 1608 release.

We have three possibilities to enhance the object Interaction Contact. One is the standard extensibility where you can add additional attributes which have an 1:1 relation to the Interaction Contact itself. Another one is the possibility to use the Marketing Attributes, where you are able to model a 1:n relation to the Interaction Contact. And the third one is to use the Custom Business Objects Root Node, where you are able to model a 1:n relation as well. Note the Custom Business Object (=CBO) is only available in the SAP S/4HANA Marketing Edition.

The table below should give you an overview:

Standard Extensibility Marketing Attributes

Custom Business Objects Root Node

(Cloud only)


Interaction Contact – attribute value

 1 – 1 1 – n 1 – n
Number of attributes Currently 250 Unlimited Unlimited
Data format of attribute Own data fields (with own domains) Only string is available(The Marketing Attributes itself are extensible, but has another meaning) Own data fields
Translation of attribute value Text join possible, with domains or add. text table (CBO) Not possible Translation possible with an additional CBO
Visibility of attributes from different sources Only attribute from source with highest priority stored in the Golden Record. All attributes are visible All attributes are visible
UI Integration
  • Contact Factsheet
  • Contact List
  • Company Factsheet
  • Company List
  • Segmentation
  • Contact Factsheet
  • Company Factsheet
  • Segmentation
  •  Segmentation
Addable to segmentation Yes via configuration Fiori App Yes already integrated as key – value pair (Marketing Attribute Category – Marketing Attribute) Yes via App “Manage your solution”
 Inbound Interfaces Included into standard inbound interface (OData and CSV) Yes already integrated as key – value pair (Marketing Attribute Category – Marketing Attribute) Yes via App “Manage your solution”
 Export Definition (configurable via „Segmentation Configuration”)  Yes Yes Yes

To use the standard extensibility of the Business Object Interaction Contact, you have to use the application “Custom Fields and Logic” in the Fiori Launchpad. We offer different business contexts for the Interaction Contact Marketing: Company, Marketing: Person and Marketing: Interaction Contact. The business context “Marketing: Company” will be valid for the corporate accounts, “Marketing: Person” for the individual persons and “Marketing: Interaction Contact” for both.

The objects are only visible in the solution if they are enabled in the Fiori App “Custom Fields and Logic” under the tab “UIs and Reports”, see screenshot:

User Interface Integration

 Contact Factsheet / Corporate Account Factsheet

  • Extension fields and marketing attributes are visible in contact and corporate account factsheet. What kind of extension fields are visible in which factsheet is depending on the business context.
  • Extension fields visible with description and value,
  • Marketing Attributes visible with description (Marketing Attribute Category) and listed values
  • CBO data are not integrated

Contact List / Corporate Account List

  • Extension fields automatically available in contact / corporate account list
  • Field visibility is personalized per user


Extension Fields

  • Extension fields addable via configuration Fiori app
  • Dedicated attributes in segmentation for the extension fields
  • Fields are added to the corresponding group consumer / contact / corporate account

Marketing Attribute

  • Marketing attribute category and marketing attribute available in delivered segmentation profiles as generic attributes
  • Segmentation is done in a two-step approach è first select on marketing attribute category and second on marketing attribute
  • No specific attribute available; for example attribute like Hobby

Custom Business Object (Cloud only)

  • CBO attributes addable via app “Manage your solution”, only available for the root node of the custom business object
  • Selected attributes visible under new attribute group, one per CBO
  • Dedicated attributes per column in CBO
  • Complex attribute group e.g. working experience (start date, end date, working experience, company name …..)

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  1. Joyca Vervinckt

    Thank you for this interesting blog!

    So for the standard extension fields we need to use the “custom fields and logic” app.
    But what about the marketing attributes? Where can those be made?

    Kind regards,

    1. Joerg Losat Post author

      Hi Joyca,

      I would say the marketing attributes itself are extensible by nature, because it is a key value pair. You have to define the key and can store the corresponding value.

      In addition to that, you have also the possibility to enhance the marketing attribute structure. In the custom fields and logic app, if you try to add a new field you have to select a business context. There you will find Marketing Attributes for Contacts.

      Hope this helps.

      Best regards,

    2. Joyca Vervinckt

      Hi Joerg,

      I tried to create a field with context “marketing attributes for persons”.

      However I don’t find it on my contact factsheet, and neither on the Import Data template for Contacts. Also not as an input field for landing pages.

      It’s not in CUAND_CE_IC_ROOT either, however I do find it in CUAND_CE_IC_MA.

      But how do we fill it up with data if it’s not appearing in the Import Data templates?

      1. Joerg Losat Post author

        Hi Joyca,

        the marketing attributes are not part of the Import Data template for Contacts. No file import available for the Marketing Attributes. To import Marketing Attributes you have to use our provided OData service CUAN_IMPORT_SRV. As I already mentioned in my first reply, the marketing attributes are extensible by nature. You just have to import new key value pairs (e.g. key = Favorite Color – value = Red assigned to contact 4711). Means contact 4711 will have the Favorite Color = Red. You are able to add more colors to this contact. In addition to that you are able to add a new Marketing attribute to the same contact (e.g. key = hobby – value = ice hockey assigned to contact 4711).

        If you enhance the Marketing Attributes structure with a new extension field, you enhance the structure for all Marketing Attributes which is in standard the key and value pair.

        Can you please explain your use case, what you try to do?

        Best regards,


        1. Joyca Vervinckt

          Oooh, now I get it. Thx for the clarification.

          I’m not a technical person so I usually go for the Import Data screen to test out things, and not via OData, hence my confusion.


          But these marketing attributes are also not available on Landing Pages (whereas Custom Fields are)…

          Use case: a sort of survey. I want to ask my customers e.g. “what are your hobbies?” and this can be more than 1 hobby (so Custom fields are not usable as they are 1-1).

          So if I want to ask my customers for their hobbies and want to store this via marketing attributes…

          I need to build a separate page on a website, and build a script that calls OData service CUAN_IMPORT_SRV to add the marketing attributes & values to the customer data? Sounds like lots of custom work, there’s no other more standard possibility for this perhaps?




  2. Bing Li

    Hi Joerg,

    Thanks for the blog. It is really helpful!

    I have a few questions. Do you have any guidance?

    1) After adding custom fields, only those in business context “Marketing: Interaction Contact” will be included in the import excel template. Those in “Marketing: Person” or “Marketing: Company” won’t.

    2) I thought marketing attribute could be extended with business context “Marketing Attributes for Persons”, but it seems not work.

    3) When adding custom fields in segmentation, after I click save button, a error “The system enforces the prefix ‘_SAP’ or ‘~SAP'”.


    Li Bing

    1. Joerg Losat Post author

      Hi Bin Li,

      the business context Marketing: Contact and Corporate Account enhanced both objects and should be reflected in the Marketing: Contacts and Marketing: Corporate Account excel template. If you enhance via the business context Marketing: Contact, it should be reflected in the Marketing. Contacts only and the same for the Marketing: Corporate Account.

      For your point 2 and 3, I would propose to raise a customer ticket, that the development support can help you with a solution.

      Best regards,


  3. Мария Терпстра

    Hello, Bing Li!

    I have the same problem as your point 3. Have you found a solution?

    3) When adding custom fields in segmentation, after I click save button, a error “The system enforces the prefix ‘_SAP’ or ‘~SAP’”.


    Mariya  Terpstra

  4. Maris Sauka

    Do you need to repeat same action in all systems – development, test and production? I added a new custom field, but there is no transport created with this action.




    1. Vineet Kaul

      Hi Maris,


      If you are referring to the custom fields created via Extensibility & Adaptability app then yes you can transport them. you need to do the following.

      1. Create the custom fields in custom logic and field tile/app
      2. publish the field
      3. open configure software packages tile/app
      4. this is basically creating TR/Tasks, you need to have a task assigned to your user in the backend which you can define here for package
      5. once done goto Register extension for transport tile/app
      6. here you can choose which fields(created in step 1& 2) you want to add to transport/Tasks
      7. release the TR from the backend.

      You can see the video here.

      Path: SAP Fiori Application ->Extensibility ->Extensibility Scenario ->Creating Extension Items and Transporting them.






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