Defining traits
Traits are behavioral attributes of online banking end users that you want to target in a campaign. Traits can be based on several different aspects of a user's financial history.
Traits can be used as building blocks to create audiences as simple or complex as you need. Types of traits in SMART include:
- Internal products—traits based on products and features used by end users at your FI.
- External products—traits based on products and features used by end users at other FIs.
- Online features—traits based on online banking interactions and features used.
- Insights—traits that give additional insight into your account holders.
- Custom audiences—traits based on audiences you have imported. For more information on custom audiences, see Creating a custom audience.
Your FI must have purchased Contextual PFM in order for you to access the External products tab.
If your FI has purchased SMART Surveys, you can select traits based on survey results in the Insights tab.
