> ## Documentation Index > Fetch the complete documentation index at: https://docs.zeotap.com/llms.txt > Use this file to discover all available pages before exploring further. # Calculated Attributes > Calculated attributes and real-time calculated attributes enable you to derive user-level insights by aggregating user actions over a specific time period. You can use these insights to create customer cohorts, segment users, and trigger personalized engagement. * **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**. Both calculated attributes and real-time calculated attributes can be used to refine audience segmentation and integrate with marketing automation workflows. ## 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:** Define the calculated attributes: * **Purchases in the last two months** * **Purchases in the last one month** Create a **segment** of users who made a purchase in the last two months but **not** in the last one month. Send discount vouchers to this segment and track engagement. #### 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:** Define calculated attributes to track user preferences for **hotel types and room sizes**. Set the duration for tracking based on the platform’s **average conversion window**. Create a **workflow** that updates search results dynamically based on customer behaviour. ### 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:** Define a **real-time calculated attribute** that tracks cumulative customer spending. Create a **trigger** that activates when a customer reaches a specific spending threshold (for example, €500). Automatically **display a loyalty badge and send a reward notification** at the moment of qualification. #### 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**. Trigger an **instant discount pop-up** or connect the user with a chatbot to assist with purchase decisions. ## 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. ## Related Topics