At present the 'Update Profile' data action within a program has limited functionality, especially considering many customers have active program limitations. The Configure settings only allow 1 profile data value to be selected per field update (with not much literature on system fields that can automated this - eg system date/time). If a marketer wants to update a data field with if then else rules on the value the only way around this seems to be to use a decision tree - making the program long and complicated.