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

Follow these steps:

  1. Go to Targeting tool / Products and then to the Products affinity section.

  2. From your product database, get the SKU or SKUs of the products you are interested in.

  3. Enter these SKUs in the "Products" field and select "Generate" (several SKUs can be entered if they are separated by commas).

    IMPORTANT

    The list could, for example, contain all SKUs for a specific brand or category, or even all the variants of one product (such as different sizes or colors). All SKUs given are taken into consideration in when calculating Product affinity.

  4. 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 / Require buttons.

 

Group 1: Fans

Fans are people with a strong affinity for the indicated product, products or brand, based on their purchase history. They can be highly profitable to engage with and should be your first choice.

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 Fans 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: Lookalikes

Lookalikes are the customers who, with the right nudging, could be made into Fans. 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 Lookalikes 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 Lookalikes 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: Detractors

Detractors 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 Detractors 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 Q&A.

 

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.

Was this article helpful?
0 out of 0 found this helpful

Comments

0 comments

Article is closed for comments.