How are Calculated Insights added to an Activation?

• A. Activation Target
• B. Additional Attribute
• C. Contact Point
• D. Activation Membership

Answer: (B)

The key idea is that Calculated Insights become extra data fields you can use inside an activation. These insights are added as Additional Attributes, which extend each contact’s data available for decisioning, audience constraints, and personalization within that activation. By attaching Calculated Insights as attributes, you can reference them in filters and rules (for example, include people with an Engagement Score above a threshold or tailor messages based on a predicted value). They aren’t the target group itself, the channel, or a membership status—those elements serve other purposes in the activation setup.