Below is a list of frequently asked questions curated by us.

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Q: What is the difference between using contextual properties and labels?

A: Contextual properties are transient.

They are only available within the current device session and may vary per device. They can be changed mid-session, so there is no point in storing them long-term. This way, we also avoid storing potentially sensitive GDPR related data in our system.

However, while the value of the contextual property is not retained, the aggregated historical data for Tribe rules is retained for calculating 30-day Tribe activity metrics (e.g. number of customers who matched a specific value).

User labels (tags) are persistent.

The Management API will allow them to be set against a User ID across all sessions. They cannot be changed mid-session.

Q: What types of audience data can I use when creating Tribes?

A: mtribes lets you create Tribes based on audience attributes, behaviors, and contextual properties.

Your apps can send contextual properties at runtime against a particular user for example Campaign ID or Currency, Tribes can be created based on rules matching these contextual properties.

Q: What does the any/all filter do?

A: The any/all filter is the difference between very specific and very broad personalization. When switched to any, your Tribe will include customers who meet any of the filters selected. When switched to all, your Tribe will only consist of audience members that meet all criteria.

For example, the results of a campaign delivered to a Tribe of visitors that match all filters device is desktop and last seen less than 3 days ago and continent is North America, will differ vastly to targeting any customer that uses a desktop, anyone who has been seen less than 3 days ago and who were in North America in their last user session.

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