Prerequisites:

Before getting started, ensure you have:

Required Permissions:

Audiences are available to users with the following permissions:

Analyst
Marketing
Marketing Analyst
Operator
Owner

Audience limits by plan

All plans include 10 pre-made audiences. In addition, each plan supports the following number of custom audiences:

Starter: up to 10

Pro: up to 500

Enterprise: up to 1,500

Persona Purchase Traits

Purchase traits provide insights into the purchasing behavior of personas, tracking various aspects such as the purchase method and details of transactions. These traits include information about online and in-store purchases, specific products, brands, categories, SKUs bought, and more to help in segmenting customers based on preferences and purchase patterns.

Trait Name	Trait Description	Selection Options	Flow re-entry?
Ordered online	Indicates if the persona ordered online.	more than, exactly, less than, in range	Yes
Purchased from store	Indicates if the persona purchased from a store.	starts with, ends with, contains, does not contain, matches regex	Yes
Purchased product	The product purchased by the persona.	starts with, ends with, contains, does not contain, matches regex	Yes
Purchased brand	The brand purchased by the persona.	starts with, ends with, contains, does not contain, matches regex	Yes
Purchased category	The category purchased by the persona.	starts with, ends with, contains, does not contain, matches regex	Yes
Purchased SKU	The SKU purchased by the persona.	starts with, ends with, contains, does not contain, matches regex	Yes
Purchase fulfillment type	The type of purchase fulfillment used by the persona.	starts with, ends with, contains, does not contain, matches regex	Yes
First purchase	The date of the persona's first purchase.	after, on, before, between, in last, in next	Yes
Second last purchase	The date of the persona's second last purchase.	after, on, before, between, in last, in next	Yes
Last purchase	The date of the persona's last purchase.	after, on, before, between, in last, in next	Yes
Last purchase contains category	Indicates if the last purchase contains a specific category.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	Yes
Payment method	The payment method used by the persona.	starts with, ends with, contains, does not contain, matches regex	Yes
Paid cash x times	Indicates if the persona paid cash a specific number of times.	more than, exactly, less than, in range	Yes
Paid with card x times	Indicates if the persona paid with a card a specific number of times.	more than, exactly, less than, in ra	Yes

Persona Store Traits

Persona store traits track details about the persona's interactions with physical store locations, including their favorite stores and the most recent stores visited. These traits provide location information for favorite and last visited stores, as well as specific store IDs, helping to target by geographical preferences and shopping patterns of personas.

Trait Name	Trait Description	Selection Options	Flow re-entry?
Favorite Store's city	The city of the persona's favorite store.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	No
Favorite Store's state/province	The state or province of the persona's favorite store.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	No
Favorite Store's country	The country of the persona's favorite store.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	No
Last store visited	The last store visited by the persona.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	Yes
Last store ID visited	The ID of the last store visited by the persona.	more than, exactly, less than, is unknown, has any value, in range	Yes
Last store's state/province	The state or province of the last store visited by the persona.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	No
Last store's country	The country of the last store visited by the persona.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	No

Loyalty and Discount Traits

Loyalty and discount traits provide insights into a persona's engagement with loyalty programs and usage of discounts, tracking details such as coupon usage, discount IDs, and redemption activities. These traits include information on the use and non-use of discount IDs, expiration dates, and total loyalty points redeemed, helping to understand the persona's value and behavior to help with crafting valuable loyalty and promotional frameworks.

Trait Name	Trait Description	Selection Options	Flow re-entry?
Used coupon	Indicates if the persona used a coupon.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	Yes
Used discount ID	The discount ID used by the persona.	starts with, ends with, contains, does not contain, matches regex	Yes
Did not use discount ID	Indicates if the persona did not use a discount ID.	starts with, ends with, contains, does not contain, matches regex	Yes
Relative expiration date for discount ID	The relative expiration date for the discount ID used by the persona.	starts with, ends with, contains, does not contain, matches regex	Yes
Expiration date for discount ID	The expiration date for the discount ID used by the persona.	starts with, ends with, contains, does not contain, matches regex	Yes
Total points redeemed	The total points redeemed by the persona.	more than, exactly, less than, is unknown, has any value, in range	No
Total Points Redeemed by date range	The total points redeemed by the persona for a specific date range	more than, exactly, less than, is unknown, has any value, in range, between	Yes
Signed up/First seen	The date the persona signed up or was first seen.	after, on, before, between, in last, in next	No