Think of "soccer moms"; there is not one specific trait that defines this group. Instead, several characteristics add up to make them who they are, each of which is important. In this particular instance, a retailer using Oracle Retail Customer Engagement could set rules to identify customers who are female, have children, and have previously purchased soccer equipment. Then they can use those rules to reach that specific audience by sending them deals that apply to their particular needs. Small snippets of data can quickly add up to create a comprehensive customer profile that will help the retailer in the long term.