Our product affinity metrics allow you to understand whether your visitors have shown a focus for specific brands, categories, or individual products, during their journey on site.
How are affinities calculated?
How are affinities calculated?
Affinities are built when your visitors engage with PLPs and PDPs, and based on the variables that are passed on these pages (via the data layer). An affinity to a specific category, brand or product will builds as a visitors intent grows, whilst they engage with these pages. This gives you a much better understanding of which products the visitor truly has an affinity to, rather than basing it on arbitrary metrics such as recency or frequency.
What affinities are available?
What affinities are available?
By default, we return the following affinities;
page_brand - the brand a user has an affinity towards
page_category - the page category a user has an affinity towards
page_subcategory - the page subcategory a user has an affinity towards
page_type - the page type a user has an affinity towards
page_url_slug - the page a user has an affinity towards based on URL slug
product_brand - the product brand a user has an affinity towards
product_category - the product category a user has an affinity towards
product_name - the product a user has an affinity towards (name)
product_price_band - the product price band a user has an affinity towards
product_sku - the product a user has an affinity towards (SKU)
product_subcategory - the product subcategory a user has an affinity towards
product_url_path - the product a user has an affinity towards based on URL path
top - the top affinities a user has from all the above data points
What if I want to look at affinities to anything else?
What if I want to look at affinities to anything else?
It is also possible to set up custom affinities. For example, you may be interested to understand whether a customer has an affinity to a specific colour. If you are interested in understanding more about this, get in contact with your customer team!
How can affinities be used?
How can affinities be used?
Affinity data can be used to personalise experiences both in-session and post-visit.
In-Session
There are multiple use cases for using affinities in session. A few examples are;
Recently Viewed; Instead of showing a visitor simply their last viewed products, surface those which they've built the highest affinity for. This could be done both in the existing session, or in a returning session.
Hero Filters; Personalising these based on a price band, colour, or sub category a customer has an affinity towards
Recommendations & Upsells; using metrics such as price affinity to recommend products within the price band you know a visitor is comfortable with
Discounting; surfacing a personalised discount to visitors with affinities to specific categories, products, or brands
Post-Visit
Affinities can also be sent to Third Party tools through our Integrations, and used to personalise CRM emails. A few examples of these are;
Abandon Browse & Cart; Highlighting the product a visitor has an affinity for within these emails. Potentially even including a specific discount code to push the user to convert
Product Releases & Campaigns; Prioritising sending releases and campaigns to visitors who have affinities to that category, or to similar products