Silent Attributes

Segment, dice, slice, rank and much much more using Silent Attributes.

You add questions to the survey to find out specific information you do not know from the respondent. For example, you would want to find out how satisfied a customer is with her recent purchase. You would pose that as a numerical question with 0 to 10 as the available choices. The customer responds and now you have a numeric response that quantifies her satisfaction.

As you ask the question, there are many bits of information you already know about the customer and the order. Based on the CRM system, you might already know that the order was shipped to California and the ZIP code was 93705. You also know that the customer used a Credit Card to pay for the order. These bits of information that you already know are referred to as Silent Attributes.

In Insight Magnet, silent attributes can be associated with Customers, Users, Orders, Transactions, Cases and Employees. There is no theoretical limit on the number of Silent Attributes you can have in your system. It is however, recommended that you understand how the Silent Attributes are used in the analysis and define them accordingly.

These are some of the commonly used silent attributes in Insight Magnet. Good candidates of silent attributes have a cardinality between 2 and 8. Each attribute value is distinct and does not overlap with other choices for the silent attributes. And each Order/Customer/Employee will have a valid definition of the silent attribute.


Title Available Choices Cardinality
Payment Method Credit Card, Debit Card, Gift Cart, Other 4
Promotion Used Yes, No 2
Shipment Method Overnight, 2 day, 5 day, Free 4
Delivery Status On time, Upto 2 days late, Between 2-5 days late, Not delivered 4


Title Available Choices Cardinality
Tenure Segment Less than 6 months, 6 months - 1 year, 1-3 years, 3+ years 4
Age Group Less than 25 years, 25-30 years, 30-35 years, 35-40 years, 40-50 years, 50+ years 6
Time in current role Less than 6 months, 6 months - 1 year, 1-3 years, 3+ years 4
Time since last org change Less than 6 months, 6 months - 1 year, 1-3 years, 3+ years 4
Headcount Segment Individual Contributor, Up to 5, 6-10, 10-25, 25-50, 50-100, 100+ 7


Title Available Choices Cardinality
Loyalty Tier Bronze, Silver, Gold, Platinum 4
Most recent purchase 7 days, 8-30 days, 31-90 days, 91-180 days, 181-365 days, 1 year+ 6
Location North East, Mid-Atlantic, South, West, International 5

Silent attributes make it easy to slice, dice and filter the data along the dimensions relevant to the business. When designed and used appropriately, silent attributes will make the analysis very easy to navigate.

Compare metrics between various values of a silent attributes

  • Compare guest satisfaction between Bronze, Gold and Platinum members of the loyalty program
  • View the Engagement level of employees based on their tenure segment

Filter results for a subset of the respondent population

  • Show me this dashboard only for customers in CA, NV and AZ.
  • I would like to see the word tree for employees who are in their current role for more than 6 months but less than 3 years.

Rank, Segment, Decile based on values of the silent attributes

  • Show me the top decile states of customers based on customer satisfaction for purchases made with a credit card.
  • Rank the employees in descending order of satisfaction by the Headcount segments