Computed and Predicted Traits
Computed traits provide detailed analytics about a persona's spending behavior, audience membership, and purchase patterns, offering valuable insights for targeted marketing and sales strategies. These traits include metrics like average days between purchases, total and average spending, conversion and sales counts, commonly bought items, and loyalty metrics, helping to identify high-value personas to optimize engagement.
Trait Name | Trait Description | Selection Options |
|---|---|---|
Is a top 20% spender | Indicates if the persona is a top 20% spender. | is true, is false |
Is in Audience ID(s) | Indicates if the persona is in specific audience IDs. | {typeahead chooser} |
Is NOT in Audience ID(s) | Indicates if the persona is not in specific audience IDs. | {typeahead chooser} |
Avg days between purchases | The average days between purchases. | more than, exactly, less than, is unknown, has any value, in range |
Avg ticket size | The average ticket size of the persona. | more than, exactly, less than, is unknown, has any value, in range |
Total loyalty orders | The total number of loyalty orders made by the persona. | more than, exactly, less than, in range |
Total spent while loyal | The total amount spent while loyal. | more than, exactly, less than, in range |
Mean purchases/month | The mean purchases per month. | more than, exactly, less than, is unknown, has any value, in range |
Mean purchases/year | The mean purchases per year. | more than, exactly, less than, is unknown, has any value, in range |
Number of conversions | The number of conversions. | more than, exactly, less than, in range |
Number of sales | The number of sales. | more than, exactly, less than, in range |
Spent per sale | The amount spent per sale. | more than, exactly, less than, in range |
Has purchased amount | The persona paid set amount of money on an order at least once. For example, if you set this to greater than $100, you'd create an audience of personas who have made at least 1 purchase that was greater than $100. | more than, exactly, less than, in range |
Total spent | The total amount spent by the persona. | more than, exactly, less than, in range |
Total purchased quantity | The total quantity purchased by the persona. | more than, exactly, less than, in range |
Total # of times spent at least $50 | The total number of times the persona spent at least $50. | more than, exactly, less than, in range |
Total # of times spent at least $100 | The total number of times the persona spent at least $100. | more than, exactly, less than, in range |
Total # of times spent at least $250 | The total number of times the persona spent at least $250. | more than, exactly, less than, in range |
Total # of times spent at least $500 | The total number of times the persona spent at least $500. | more than, exactly, less than, in range |
Total site page views | The total site page views by the persona. | more than, exactly, less than, in range |
Total spent at favorite store ID | The total amount spent at the favorite store ID. | more than, exactly, less than, in range |
Most commonly bought category | The most commonly bought category by the persona. | is unknown, has any value, starts with, ends with, contains, does not contain, matches regex |
Most commonly bought brand | The most commonly bought brand by the persona. | is unknown, has any value, starts with, ends with, contains, does not contain, matches regex |
Most commonly bought product (name) | The most commonly bought product (name) by the persona. | is unknown, has any value, starts with, ends with, contains, does not contain, matches regex |
Most commonly bought SKU | The most commonly bought SKU by the persona. | is unknown, has any value, starts with, ends with, contains, does not contain, matches regex |
Day of last purchase | The day of the last purchase by the persona. | Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, Sunday |
Last purchased amount | The amount of the last purchase by the persona. | more than, exactly, less than, is unknown, has any value, in range |
When points will expire | The date when the points will expire. | after, on, before, between, in last, in next |
Predicted traits provide forecasts about a persona's future behaviors, preferences, and value, helping businesses to tailor their marketing and engagement strategies proactively. These traits include predictions about the likely customer lifetime value, the brands, categories, and SKUs a persona is likely to purchase, and their likelihood of returning soon.
Trait Name | Trait Description | Select Options |
|---|---|---|
Likely customer lifetime value | The likely customer lifetime value. | more than, exactly, less than, is unknown, has any value, in range |
Likely to buy brand | The likely brand the persona will buy. | is unknown, has any value, starts with, ends with, contains, does not contain, matches regex |
Likely to buy category | The likely category the persona will buy. | is unknown, has any value, starts with, ends with, contains, does not contain, matches regex |
Likely to buy SKU | The likely SKU the persona will buy. | is unknown, has any value, starts with, ends with, contains, does not contain, matches regex |
Likely to return soon | Indicates if the persona is likely to return soon. | is true, is false |

