- Calculated Attributes – Aggregate user event data over a defined period (for example, 90-day revenue, 1-week page views, or units purchased in a specific category). These attributes help in segmentation and campaign targeting.
- Real-Time Calculated Attributes – Designed for immediate response scenarios. These attributes trigger actions instantly based on real-time user behavior, such as showing a signup banner after 20 swipes or unlocking a loyalty reward after a qualifying purchase.
Highlights
- Derive new user-level insights by aggregating isolated user actions.
- Use 10+ different operators to process event data without coding.
- Segment users and trigger workflows based on calculated attribute values.
- Enable immediate engagement with real-time calculated attributes.
Use Cases
Use cases for Batch Calculated Attributes
Use case 1: Retail Use Case: Driving Monthly Repurchases
A retailer notices that many new customers do not make repeat purchases after their first transaction. To improve retention, they send a newsletter with discount vouchers to customers who have purchased in the last two months but not in the last one month. Steps:Create a segment of users who made a purchase in the last two months but not in the last one month.
Use case 2: Travel Use Case: Showing Personalized Room Size Ads
A travel website observes low conversion rates because the ranking of hotel banners does not reflect customer preferences. To optimize engagement, they analyze the filters users apply and the pages they visit to understand their preferred property types. Steps:Use cases for Real Time Calculated Attributes
Use Case 1: Unlocking Instant Loyalty Rewards
A retail brand offers a loyalty program where customers unlock perks immediately after reaching a spending milestone. Instead of waiting for a daily data refresh, they need a real-time calculated attribute to grant benefits instantly. Steps:Create a trigger that activates when a customer reaches a specific spending threshold (for example, €500).
Use Case 2: Detecting High-Intent Shoppers
An e-commerce platform wants to identify high-intent shoppers in real time and engage them before they leave the site. Steps:Create a real-time calculated attribute to track user behavior within a short window (for example, last 30 minutes).
Define engagement criteria such as:
- Added more than 3 items to cart in the last 30 minutes.
- Viewed a product page 3+ times in the last 15 minutes.
Key Features and Benefits
The following are the keys features and benefits of Calculated Attributes:- Advanced Segmentation – Define complex conditions to group customers based on behaviours, interactions, or characteristics.
- Data Enrichment – Enhance customer profiles with derived insights, such as lifetime value, purchase propensity scores, or engagement scores.
- Personalization – Tailor marketing messages and offers based on calculated attributes.
- Campaign Optimization – Improve targeting, maximise ROI, and increase engagement.
- Real-Time Insights – Monitor real-time user behaviour and trigger immediate actions based on calculated attributes.
- Customisation – Define custom rules and formulas to match specific business needs.