Overview
What are Traits?
Traits are dynamic attributes calculated from the data within a Person record, designed to facilitate student segmentation and progress tracking. These attributes are essential for creating targeted Campaigns, Workflows, and internal Tasks.
How do Traits work?
Traits are calculated and updated when data is added to the Person record reflecting the most current or relevant attribute values.
For example, the "Active Term" trait is calculated from a student's most recent milestone, application, or form submission. The complete listing of Trait calculations can be found in the following section.
Traits are recalculated when new data is added to the Person record. The Person is queued for recalculation instantly, but it can take several hours to complete and be updated on the student record.
How can I leverage Traits?
Traits can significantly enhance student engagement strategies by allowing for precise tracking and segmentation.
For instance, you could send a targeted email Campaign highlighting the Nursing program's achievements to students who have an Active Major in Nursing and have opened and clicked on at least one email in the past. This ensures your message is relevant and reaches those most likely to be interested.
List of Traits
Active Campus
Active Campus
Description
The Campus that the person is currently associated with based on their Milestones and Applications.
Calculation
first_not_null(first_not_null(applications_campus), intended_campus)
Active Degree
Active Degree
Description
The Degree that the person is currently associated with based on their Milestones and Applications.
Calculation
first_not_null(first_not_null(applications_degree), intended_degree)
Active Funnel Stage
Active Funnel Stage
Description
The funnel stage that the person currently in based on their Milestones.
Calculation
first_not_null(milestones_type)
Active Major
Active Major
Description
The Major that the person is currently associated with based on their Milestones and Applications.
Calculations
first_not_null(first_not_null(milestones_major), first_not_null(applications_major), intended_major)
Active Student Type
Active Student Type
Description
The Student Type that the person is currently associated with based on their Milestones and Applications.
Calculations
first_not_null(first_not_null(milestones_student_type), first_not_null(applications_student_type), intended_student_type)
Active Term
Active Term
Description
The Term that the person is currently associated with based on their Milestones and Applications.
Calculations
first_not_null(first_not_null(milestones_term), first_not_null(applications_term), intended_term)
Date of Last Decision Released
Date of Last Decision Released
Description
The date of the most recent decision released activity.
Calculation
last(decision_release_date)
Date of Last Email Clicked
Date of Last Email Clicked
Description
The date of the most recent decision released activity.
Calculation
last(email_click_date)
Date of Last Email Delivered
Date of Last Email Delivered
Description
The date of the most recent email delivered activity.
Calculation
last(email_delivered_date)
Date of Last Email Opened
Date of Last Email Opened
Description
The date of the most recent email open activity.
Calculation
last(email_opened_date)
Date of Last Event Attended
Date of Last Event Attended
Description
The date of the most recent event attended activity.
Calculation
last(event_attended_date)
Date of Last Event Registration
Date of Last Event Registration
Description
The date of the most recent event registration activity.
Calculation
last(event_registration_date)
Date of Last External Activity
Date of Last External Activity
Description
The date of the most recent external or custom activity.
Calculation
last(activity_date)
Date of Last Form Submitted
Date of Last Form Submitted
Description
The date of the most recent form submission activity.
Calculation
last(form_submitted_date)
Date of Last Pageview
Date of Last Pageview
Description
The date of the most recent pageview activity.
Calculation
last(pageview_date)
Date of Last Profile Address Updated
Date of Last Profile Address Updated
Description
The date of the most recent profile address update activity.
Calculation
last(profile_address_update_date)
Date of Last Profile Email
Date of Last Profile Email
Description
The date of the most recent profile email update activity.
Calculation
last(profile_email_update_date)
Date of Last Profile Name Updated
Date of Last Profile Name Updated
Description
The date of the most recent profile name update activity.
Calculation
last(profile_address_update_date)
Date of Last Profile Updated
Date of Last Profile Updated
Description
The date of the most recent profile update activity.
Calculation
last(profile_update_date)
Date of Last SMS Clicked
Date of Last SMS Clicked
Description
The date of the most recent SMS clicked activity.
Calculation
last(sms_click_date)
Date of Last SMS Delivered
Date of Last SMS Delivered
Description
The date of the most recent SMS delivered activity.
Calculation
last(sms_delivered_date)
Date of Last Task Deleted
Date of Last Task Deleted
Description
The date of the most recent task deleted activity.
Calculation
last(task_deleted_date)
Date of Last User Merged
Date of Last User Merged
Description
The date of the most recent user merged activity.
Calculation
last(user_merge_date)
Email Suppression
Email Suppression
Description
Boolean indicating if emails to the record are being suppressed. Email Suppression is used to prevent excessive spam errors and ensures a high "trust score" with email platforms.
Calculation
if(
total_pageviews = 0
AND total_logins = 0
AND total_email_clicked = 0
AND total_email_delivered > 10,
TRUE,
FALSE
)
Engagement Score
Engagement Score
Description
Categorical representation of a students engagement with the institution.
Options are "Stranger", "Unengaged", "Dormant", "Lurker", "Follower", and "Fan".
Calculation
Engagement Score uses custom calculations not applicable to other traits.
The Engagement Score considers the students behavior across several traits:
date_of_last_email_click
date_of_last_sms_clicked
date_of_last_form_submitted
date_of_last_pageview
date_of_last_event_attended
date_of_last_login
date_of_last_conversation_message
First, a difference calculation finds the days between the date of a given trait and the current date.
days_since_last_login = date_diff('day', date_of_last_login, now())Then, each trait is scored based on days since the last activity. Scoring can be represented by a JavaScript if() statement for example purposes.
if (days_since_last_pageview <= 7):
pageview_score = 1
elif (days_since_last_pageview <= 14):
pageview_score = 0.75
elif (days_since_last_pageview <= 30):
pageview_score = 0.5
elif (days_since_last_pageview <= 60):
pageview_score = 0.25
elif (days_since_last_pageview > 60):
pageview_score = 0.1
Each trait score is then added and divided by the total number of trait scores. The result is a numeric engagement score.
engagement_score = float(email_score + sms_score + form_score + login_score + pageview_score + event_score + conversation_score)/7
A "no engagement" score is also calculated and will later be used to determine if any engagement has happened at all.
no_engagement = total_email_delivered_events + total_sms_delivered_events
Finally, scores are categorized based on the engagement score and "no engagement" score. This can be represented by a JavaScript if() statement for example purposes.
if (engagement_score >= 0.33):
return 'FAN'
elif (.33 > engagement_score >= 0.2):
return 'FOLLOWER'
elif (0.2 > engagement_score >= 0.05):
return 'LURKER'
elif (0.05 > engagement_score > 0):
return 'DORMANT'
elif (engagement_score = 0 OR user-milestones-unsubscribe-date exists):
return 'UNENGAGED'
elif (engagement_score = 0 OR no_engagement = 0):
return 'STRANGER'
First Application
First Application
Description
The first application that the person started.
Calculation
first(application_name)
First Pageview URL
First Pageview URL
Description
The URL of the first website page the person viewed.
Calculation
first(pageview_url)
First Source
First Source
Description
The name of the person's first Source by date.
Calculation
first(source_name)
First Source Description
First Source Description
Description
The description of the person's first Source by date.
Calculation
first(source_description)
First Source Type
First Source Type
Description
The description of the person's first Source by date.
Calculation
first(source_type)
Furthest Funnel Stage
Furthest Funnel Stage
Description
The most advanced Milestone that person has achieved.
Calculation
last(milestone)
Last Form Submitted
Last Form Submitted
Description
The name of the most recent form the person submitted.
Calculation
last(form_submitted_name)
Last Pageview URL
Last Pageview URL
Description
The URL of the most recent website page the person has viewed.
Calculation
last(pageview_url)
Last Seen City
Last Seen City
Description
The city of the most recent activity with geographic information.
Note: Geographic information about activities is derived from the person's device.
Calculation
last(activity_city)
Last Seen Country
Last Seen Country
Description
The country of the most recent activity with geographic information.
Calculation
last(activity_country)
Last Seen Region
Last Seen Region
Description
The state or region of the most recent activity with geographic information.
Calculation
last(activity_region)
Last Seen Timezone
Last Seen Timezone
Description
The timezone of the most recent activity with geographic information.
Calculation
last(activity_timezone)
Last Submitted App
Last Submitted App
Description
The name of the most recent application the person has submitted.
Calculation
last(application_submitted)
Last Touchpoint
Last Touchpoint
Description
The name of the most recent touchpoint activity for the person.
Note: "Touchpoints" are a subset of all activities. See more.
Calculation
last(touchpoint)
Last User Activity
Last User Activity
Description
The name of the most recent user-initiated activity for the person.
Note: "User" activities are a subset of all activities. See more.
Calculation
last(user_activity)
Preferred Open Time
Preferred Open Time
Description
Categorical representation of the most common time a student opens Email and SMS messages.
Options are "Morning", "Day", "Afternoon", "Evening", "Night", and "Late-Night".
Calculation
Preferred Open Time uses custom calculations not applicable to other traits.
First, the local hour of the activity is categorized. This can be represented as a SQL case statement for example purposes.
case
when activity_local_hour > 4AM and < 9AM then "Morning"
when activity_local_hour > 9AM and < 1PM then "Day"
when activity_local_hour > 1PM and < 5PM then "Afternoon"
when activity_local_hour > 5PM and < 9PM then "Evening"
when activity_local_hour > 9PM and < 12AM then "Night"
when activity_local_hour > 12AM and < 4AM then "Late-Night"
end
Activities are then counted by category. The category with the most activities is considered the preferred open time.
Total Applications
Total Applications
Description
Total number of application started activities for the person.
Calculation
total(application_started)
Total Completed Tasks
Total Completed Tasks
Description
Total number of tasks completed for the person.
Calculation
total(task_completed)
Total Email Opens
Total Email Opens
Description
Total number of email open activities for the person.
Calculation
total(email_opened)
Total Events Attended
Total Events Attended
Description
Total number of event attended activities for the person.
Calculation
total(event_attended)
Total Forms Submitted
Total Forms Submitted
Description
Total number of form submission activities for the person.
Calculation
total(form_submitted)
Total Open Tasks
Total Open Tasks
Description
Total number of tasks opened or in progress for the person.
Calculation
total(task_created) - total(task_completed)
Total SMS Delivered
Total SMS Delivered
Description
Total number of SMS delivered activities for the person.
Calculation
total(sms_delivered)
Total Sources
Total Sources
Description
Total number of sources for the person.
Calculation
total(sources)
Total Tasks
Total Tasks
Description
Total number of tasks for the person.
Calculation
total(tasks_created)
Total Unique Emails Clicked
Total Unique Emails Clicked
Description
Total number of email click activities per campaign.
Calculation
total( unique(email_clicked_campaign) )
Total Unique Emails Opened
Total Unique Emails Opened
Description
Total number of email open activities per campaign.
Calculation
total( unique(email_opened_campaign) )
Total Unique SMS Clicks
Total Unique SMS Clicks
Description
Total number of SMS click activities per campaign.
Calculation
total( unique(sms_clicked_campaign) )
Total User Login Events
Total User Login Events
Description
Total number of login activities for the person.
Calculation
total(user_login)
Type of Last Custom Activity
Type of Last Custom Activity
Description
The type of the most recent custom activity for the person.
Calculation
last(custom_activity_type)
Unique Email Open Rate
Unique Email Open Rate
Description
The rate of unique open for unique emails delivered.
Calculation
rate( unique(email_open_campaign), unique(email_delivered_campaign) )
Calculation Descriptions
Traits use one or more calculations to derive a value, which are reused across multiple traits. For example, Total Events Attended and Total Tasks both use the 'total' calculation.
Note: These are not the exact formulas used in calculating traits, but are representative for the purpose of documentation.
Exists
Exists
Given a data object or array, returns TRUE if the object exists or the array is not empty.
First
First
Given a set of timestamped data objects, returns an attribute of the object with the oldest date.
First Not Null
First Not Null
Given a set of data objects, returns an attribute of the first object where the attribute appears.
Last
Last
Given a set of timestamped data objects, returns an attribute of the object with the most recent date.
Rate
Rate
Given two sets of activities, find the count of each and return the division of the larger from the smaller
Total
Total
Counts all items of a specific data type and returns a number.
Unique
Unique
Given a set of data objects, returns a set of unique items, ensuring each item is listed only once.
Understanding Milestones, Touchpoints, and User Activities
Milestones
Milestones in Element451 are organized based on their expected sequence in the admission process, as opposed to an arbitrary ordering. Here's how they work:
Automatically Generated Milestones: As students move through Forms, Applications, and Decisions, most Milestones (except for "Enroll") are automatically created by Element451. This includes "Created" and "Application Completed."
Manually Generated Milestones: The Milestones "Checklist Complete," "Application Decision," "Graduate," and "Enroll" must be manually generated or imported.
View a complete ordered list of Milestones
View a complete ordered list of Milestones
Enroll
Deposit
Withdraw
Deferred
Admit
Conditional Admit
Waitlist
Denied
Hold
Application Submit
Application Start
Prospect
(Created, Application Completed, Checklist Complete, Application Decision, Graduate)
Touchpoints
Touchpoints refer to activities connected to a person, initiated either by staff (Element451 internal users) or automation within Element451.
View a complete list of Touchpoints
View a complete list of Touchpoints
Decision Assignment Updated
Decision Checklist Item Added
Decision Checklist Item Removed
Decision Checklist Item Updated
Decision Criteria Deleted
Decision Criteria Updated
Decision Note Added
Decision Note Deleted
Decision Note Updated
Decision Stage Updated
Decision Status Updated
Decision Released
Email Delivered
External Activity Completed
SMS Delivered
Survey Key Created
Survey Response Completed
Task Created
Task Assigned
User Created
User Profile Address Updated
User Profile Email Updated
User Profile Milestones Updated
User Profile Name Updated
User Profile Updated
User Activities
User Activities detail actions initiated by the person, distinguishing them from Touchpoints. These include any interaction or step taken by the person, like engaging with applications or communications.
View a complete list of User Activities
View a complete list of User Activities
Application Completed
Application Paid
Application Registration Successful
Application Submitted
Appointment Attended
Appointment Canceled
Appointment Scheduled
Appointment Updated
Email Clicked
Email Complaint
Email Delivered
Email Inbound Received
Email Opened
Email Unsubscribed
Event Marked Attended
Event Registration Canceled
Event Registration Successful
Form Submitted
Pageview
Recommendation Requested
SMS Clicked
SMS Delivered
SMS Inbound Received
Supplemental Form Submitted
Survey Answered
Survey Key Created
Survey Key Opened
Survey Response Completed
Survey Response Saved
User Created
User Forgot Password
User Login