What are Member Attributes?

On TYB, your members aren’t just engaging, they are sharing rich, high-intent data about who they are, what they care about, and how they behave.

Member Attributes transform that activity into structured, actionable data that you can use to create hyper-personalized campaigns.

Member Attributes includes:

Zero-party data from Challenge responses

Behavioral data like challenges completed

Value signals like lifetime earnings

TYB-generated attributes, including our proprietary Community Score (AI-powered indicator of member quality)

Together, these attributes power a dynamic member profile that goes far beyond traditional commerce data.

Leveraging Audience Intelligence

With this new level of member data, you can now:

Combine multiple attributes (declared + behavioral + TYB-scored)

Build high-quality custom audiences

Tag and manage audiences directly in TYB

Activate those audiences:

In your CRM (Klaviyo, Attentive, etc.)

Or directly within TYB for targeted experiences

This unlocks:

Higher-quality segmentation

Better targeting

Stronger lifecycle marketing

More efficient spend

Member Attribute Types

There are four types of Member Attributes currently available in TYB.

TYB-generated: AI-powered indicator of member quality based on a holistic analysis of the member in the context of your community.

Behavioral: Indicator of how the member engages in your TYB community.

Commerce: Indicator of how the member spends with your brand

Custom: Personalized to your brand, these attributes are collected via Challenge Polls

We plan to expand the depth of these categories over time, and make it even easier for you to combine these attributes to build custom audiences over time.

Attribute Deep Dive

How it works, how to set it up, example use cases and best practices

TYB-Generated Attributes

TYB-generated attributes surface insights you wouldn’t be able to easily calculate yourself.

These are powered by TYB’s internal models and continuously update based on member activity and behavior across your community.

What this includes

Community Score: A proprietary, AI-powered indicator of member quality. It’s a holistic evaluation of:

Engagement consistency

Contribution quality

Participation across experiences

How to use it

The Community Score is automatically generated per member, meaning there is no action required to set-it up. Use TYB-generated attributes to quickly identify and prioritize your highest-value members.

Build audiences of top-tier members

Prioritize users for:

Early access drops

VIP campaigns

Ambassador programs

Suppress low-quality or low-intent users from high-cost campaigns

Example use cases

Target top 20% of Community Score for a new product launch

Create a VIP tier inside TYB for high-scoring members

Combine with Custom Attributes: → “High Community Score + prefers gold jewelry”

Best practices

Use Community Score as a multiplier, not a standalone filter

Pair with declared or behavioral data for more precise targeting

Revisit segments regularly as scores update dynamically

Behavioral Attributes

Behavioral attributes track how members engage within your TYB community.

These are automatically generated and continuously updated as members participate.

What this includes

Challenges completed

Soon: Participation frequency

Soon: Engagement trends over time

How to use it

Behavioral attributes help you understand who is actually active vs. passive in your community.

Segment by engagement level

Identify:

Power users

New or low-engagement members

Trigger campaigns based on activity thresholds

Example use cases

Reward members who completed 5+ challenges with exclusive perks

Re-engage members with low participation

Combine with TYB-generated attributes: → “Highly engaged + high Community Score”

Best practices

Use thresholds (e.g. # of challenges completed) to define segments

Create separate strategies for:

High engagement (reward)

Low engagement (reactivation)

Pair with lifecycle timing (recent vs. lapsed activity)

Commerce Attributes

Commerce attributes connect your TYB community to real business outcomes.

They reflect how members interact with your brand from a purchasing and value perspective.

What this includes

Lifetime earnings

Soon: Purchase-related value signals

How to use it

Commerce attributes allow you to align community engagement with revenue impact.

Identify high-value customers within your community

Segment by LTV tiers

Prioritize spend and rewards toward proven buyers

Example use cases

Target high lifetime earnings members with premium offers

Combine with engagement: → “High spend + high engagement” = top-tier audience

Identify high engagement but low spend: → Opportunity for conversion campaigns

Best practices

Don’t treat all engaged users equally—layer in value signals

Use in combination with:

Behavioral data (engagement)

TYB-generated data (quality)

Create tiers (e.g. high / mid / low value) for clearer targeting

Custom Attributes

With Custom Member Attributes, you can:

Collect meaningful data through engagement: Use challenges to ask questions that matter to your brand and get real answers from real members.

Store responses as structured attributes: Every response becomes a usable data point tied to the member profile in tyb.

Build truly personalized experiences: Move beyond generic campaigns and speak to what makes each member unique.

Product step-guide

Create a Poll Challenge Ask a question that helps you better understand your members

Under Data Collection, create a Member Attribute

Name your attribute, this is what you will use for segmentation in your CRM

Publish your Challenge

Members respond There is no change to the member experience - they answer like they do for any other Challenge.

Responses become Member Attributes Answers are stored on each member profile in tyb

Activate in your CRM Use these attributes to segment and personalize outreach. If you haven’t already, connect your Klaviyo or Attentive account to tyb to have member profiles automatically sync daily

Example use cases

Whatever your vertical, Member Attributes can help you personalize your CRM to a level of depth impossible to infer from clicks and sales behavior alone. Here’s how brands can use Member Attributes:

Skincare

“What’s your biggest skin concern?” → Acne, dryness, sensitivity, aging → Send tailored product routines

Pet brands

“What type of pet do you have?” → Dog, cat, both → Customize product recommendations and content

Mom brands

“When are you due?” → Capture due date → Trigger lifecycle messaging before and after birth

Jewelry

“What’s your preferred metal?” → Gold, silver, mixed → Personalize product drops and promotions

Best practices

To get the most out of Custom Member Attributes:

Ask one clear question per challenge

Focus on data you will actively use

Align questions with marketing use cases

Start with a small set of attributes and expand over time