Traits

Traits in Sortment are calculated or dynamic properties that define specific characteristics of users or related properties basis business logic. For example, a "High Net-worth Individual (HNI)" trait might be defined as a customer whose total order value exceeds a certain threshold. Traits help standardize definitions across teams—ensuring everyone works with the same criteria when analyzing or segmenting data.

Importance of traits for audience segmentation

Traits play a crucial role in enabling consistent and meaningful audience segmentation. Different teams—like Sales, Marketing, or Product—might have varying thresholds or interpretations for similar concepts (e.g., what qualifies as an HNI). Instead of each team creating their own logic repeatedly, traits allow you to define these once and reuse them universally. This promotes alignment, reduces errors, and speeds up the process of creating targeted campaigns, personalized experiences, and insightful analytics.