This AI-powered tactic enables targeting based on your customers' relationship with a certain product or products.
When you use the Product affinity tactic, advanced machine learning models will examine your customers' behavior. Based on their purchases, it will present building blocks you can use to generate customer groups with different closeness or affinity to the specified product/products, product category or brand.
The results are approximations and come with recommendations on how to use them.
How it works
Approach A - Using SKUs for specific products and variants:
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Go to Targeting tool, select Products on the side menu and then select Product affinity.
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From your product database, get the SKUs of the products you are interested in (one or several).
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Enter these SKUs in the field (separated by commas if more than one). Now hit Generate audiences.
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Now you will be presented with three different groups. Add the one you want (or several of them) to the composer using the Include, Exclude, and Restrict buttons.
IMPORTANT
The list of SKUs entered could, for example, contain all SKUs for a specific brand or category, or all variants of one product (such as different sizes or colors). All SKUs given are taken into consideration when calculating product affinity.
Approach B - Using brands and categories
Instead of targeting customers based on their interest in a specific product or brand by entering SKUs, you can instead configure Engage to allow you to target groups of customers using drop-downs. The fields available depends on your setup but is usually product metadata like brand, category and sub category, the same as those available in the “Specific article” filtering tool.
You can also combine these fields along with SKUs as shown in Approach A.
For example, imagine entering two options, “boxer shorts” and “briefs”, in the "Categories" field. Engage will examine all your contacts for their affinity to those two categories, building up some imaginary “underwear” category. This is functionally the same as adding all the underlying SKUs in a request to the product affinity model. This is therefore an OR statement, or a union in set theory, creating a group larger than the two groups (“boxer shorts” and “briefs”) used to create it.
Imagine instead if you added to the "Brands" the values "Nike" and "Adidas". Then you also selected "sneakers" in the "Categories" dropdown. This queries the model for those SKUs that are sneakers but only from Nike or Adidas. This corresponds to an AND statement (intersection in set theory) and results in a smaller group than the groups used to create it.
Reach out to your Voyado representative if you need more fields.
Group 1: High affinity segment (Fans)
These are people with a strong affinity for the indicated product, products or brand, based on their purchase history. They can be highly profitable and should be your first choice to engage with.
How to engage with this group
Craft highly personalized marketing messages for Fans, emphasizing their strong affinity for the indicated product/products. Tailor promotions, offers, and content to resonate with their specific interest.
TIP
Combine the High affinity segment with the Recurring customer lifecycle group or the Active buyers purchase persona to further increase the probability of a conversion. It might be a good idea to invest extra in this group for the specified products in your online ads spends.
Group 2: Medium affinity segment (Lookalikes)
These are the customers who, with the right nudging, could become part of the high affinity segment. They are fairly likely to engage with the product, products or brand. They might have purchased the products in questions, but might also have completed transactions that have some correlation to them. Quite often this group will be very large and diverse and somewhat vague in their intentions.
How to engage with this group
Tailor your messaging to highlight the features and benefits likely to resonate, to nudge your them into conversion. Use insights from the indicated product/products to guide your approach. Provide informative content to nurture their interest as they might need some more time to mature into conversion.
TIP
Combine the medium affinity segment with the purchase persona Potential gems who show good signs and willingness to convert but need new inspiration to really ignite their engagement.
Group 3: Low affinity segment (Detractors)
These are the customers with no interest in or purchase history connected to this product, products or brand. They should be excluded from your marketing efforts since the chances of conversion are very low.
How to engage with this group
Engaging with this group about this product is probably a waste of time. They should be excluded from communications and product specific campaigns in online ads.
TIP
Don't bother with the low affinity segment when it comes to this product, products or brand. Instead, consider promoting complementary or alternative products that might align better with their preferences.
To learn more about working with Product Affinity, see the dedicated FAQ.
CAUTION
Be aware that this feature is in beta. This means it might at any time be changed, withdrawn from your account, or become part of a paid add-on module. You might experience interruptions of this service, degradation of user experience or faulty behavior even in critical processes such as automations and send-outs. Voyado welcomes feedback on beta features, and encourages you to try them, but you should not build business critical logic on beta features in Engage. Only when a feature reaches its full release and is no longer tagged as beta can you trust it to function reliably with no further breaking changes.
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