What is the purpose of user attributes in Braze?

The purpose of user attributes in Braze is to create key-value pairs for user segmentation. This functionality allows you to store specific information about users, such as their demographics, preferences, and behaviors. By utilizing these attributes, marketers can segment their user base into distinct groups to tailor messaging and campaigns effectively. This targeted approach enhances engagement by ensuring that users receive relevant content and interactions based on their specific characteristics.

The ability to segment users based on attributes is crucial for personalizing the user experience, fostering loyalty, and ultimately driving conversions. For example, if you have an attribute indicating a user's preferred language, you can ensure that all communications with that user are in their preferred language, thus improving their experience with the app.

Other choices do not align with the primary function of user attributes in Braze. While it's important to consider the broader capabilities of Braze, the core purpose of user attributes is directly linked to segmentation through personalized data storage.