Abstract: Various embodiments described herein provide for analyzing electronic messages for data of a participant, who may be an existing or potential customer with respect to a client. In particular, some embodiments are implemented as a customer analytics system to analyze electronic messages from participants and extract participant interest data therefrom, which can include historical transactional data relating to a set of organizations. The interest data can be utilized to determine a set of attributes for participants, which in turn can assist a client to the participant analytics system (e.g., client associated with an organization) with collecting, visualizing, or taking action based on determined participant attributes (e.g., calculating and generating a graphical dashboard for participant metrics).