Traits

Traits are calculated or dynamic properties that represent specific characteristics of users or other entities, defined according to your business logic. For example, a “High Net-worth Individual (HNI)” trait might be set for customers whose total order value crosses a defined threshold. By standardizing these definitions, traits make it easier to analyze, segment, and act on data across teams and workflows.

Traits can be created manually, using custom rules, or generated with AI to automatically identify patterns and surface relevant characteristics from your data. This flexibility allows you to adapt traits as your business evolves, ensuring that segmentation and targeting remain relevant and actionable.

Once defined, traits are reusable building blocks that can be referenced in campaigns, reports, and integrations—eliminating the need to recreate logic in multiple places. Teams can rely on shared, consistent definitions, reducing ambiguity and streamlining collaboration.