Traits are used throughout the platform to:
Build targeted Audiences to power segmentation across campaigns and reporting
Used in Flows for both triggers and conditional splits
Available Traits
The traits available to you depend on the data AIQ receives from your integrated partners, such as POS, ecommerce, loyalty, and other connected systems.
Contact Traits: Who is this person (including demographics)? Examples:
What is their Name
What is their Loyalty status
What is their Favorite store
Performed Traits: aka Behavioral Traits: What has this customer done? Examples:
What Discount ID did they use?
When did they sign up for loyalty?
What campaigns have they opened?
Purchase and Discount Traits: How much has this customer done? Examples:
How much do they spend per sale?
How many times do they purchase per month?
How much have they spent as a loyalty member?
How much of Product X or Brand Y have they purchased?
Computed and Predicted Traits: Spending behavior, audience membership, and purchase patterns.
Computed: How much has this customer done? Examples:
How much do they spend per sale?
How many times do they purchase per month?
How much have they spent as a loyalty member?
Predicted: What will this customer do in the future? Examples:
What brands are they likely to buy?
Are they likely to return soon?
What's this customer's lifetime value?
Custom Brand Traits: What has this customer done outside of the store? Examples:
Are they a veteran/influencer/teacher/etc*?
*These are custom groups you create in your POS
Custom pixel traits (see Pixel Tracking): What is the customer looking at on my website? Examples:
What product links have they clicked on?
What videos have they watched?
What page are they spending the most time on
Other Traits: Including Location, Phone Calls, and Terpli (integrated partner).
AI Generated Audiences
Audiences can be generated manually, or via our AI Audience Generator.
How Operators Work
Operators describe how a trait is checked when filtering or segmenting personas. Each operator answers a simple question like “does this value exist?”, “does it match?”, or “does it fall within a certain range?”
Basic Value Checks
is unknown – the trait has no value recorded
has any value – the trait exists and is not empty
Text Matching
Used for names, emails, locations, browsers, URLs, and similar text fields.
starts with – the value begins with specific text
ends with – the value ends with specific text
contains – the value includes the text anywhere
does not contain – the value does not include the text
matches regex – the value follows a specific text pattern
Number Comparisons
Used for age, points, counts, or numeric IDs.
more than – greater than the given number
less than – smaller than the given number
exactly – equal to the given number
in range – falls between two numbers
Yes / No Checks
Used for true/false traits.
is true – the statement is true
is false – the statement is false
Date-Based Checks
Used for dates like first seen, last seen, birthdays, or expiration dates.
after – happens after a specific date
before – happens before a specific date
on – happens on an exact date
between – happens within a date range
in last – happened within a recent time period (for example, last 7 days)
in next – will happen within an upcoming time period (for example, next 30 days)
List Selection
Used when choosing from predefined lists.
typeahead chooser – select one or more values from a searchable list
Helpful Notes
Not every operator works with every trait.
Available operators depend on what kind of data the trait holds.
Time-based operators like in last and in next always refer to a specific time window.
Trait FAQs
What happened to geo-fence traits?
We no longer use geofencing in the app, so have removed this trait.
How Do I Create Customized Audiences in AIQ Based on User Actions?
Creating targeted audiences in AIQ lets you engage users based on specific actions, such as completing a survey or signing up via an embedded form.
Audience Creation Using Survey Completions
Ensure the survey you want to track exists in AIQ
Navigate to the Audience Creation section.
Select the trait “Answered Survey” when prompted.
Choose the relevant survey from the dropdown list.
Save the audience settings.
All users who complete the selected survey are automatically added to this audience for campaign targeting.
Audience Creation Using Embedded Signup Forms
Locate the embedded form you want to track in AIQ.
Copy the form’s URL using the “Share Form” option.
Use this URL when setting up your audience in AIQ.
Save the audience settings.
Anyone who submits the form will automatically be added to this audience for future targeting.
Audience Creation Using Performed Traits
Create new audience, and Select Add New Requirement Button.
Type "Performed Event" traits in the open field to see the list of drop down options. They will range from purchased event, opt in behavior event, campaign reception event, and others. All helpful user actions to track for different audience needs.
Once you've selected your chosen trait and range, name your audience and select save.
Tips for Effective Audience Targeting
Be Specific with Traits: Use precise actions (specific surveys or forms) for better segmentation.
Test Your Audiences: Run test campaigns to ensure users are captured correctly.
Update Regularly: Adjust audience settings as new forms, surveys, or marketing goals arise.