user features: e.g. 'at home'
basic app features: e.g. 'daily active app user' or 'is active'
custom app features: e.g. 'item in cart'
device features: e.g. lots of regional, temporal, and connectivity breakdowns
The above highlight a number of the semantic features, there are also a host of temporal characteristics based on long and short term time-series.
finally we are working on profiles/segmentation, both general and real-time. e.g. '9-5er' 'workaholic' etc.
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