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Welcome to the Brand Affinity Ask Me Anything!


Brands that win today establish deep, authentic and long-lasting connections with their customers. With the recent release of Brand Affinity™️, you can now intelligently classify how your customers feel about your brand, and easily create meaningful campaigns across channels to build a deeper connection and trust - at the click of a button.

For the next hour, we're here to answer all your questions about Brand Affinity and Iterable AI, from where in the platform you can leverage Brand Affinity, common use cases, and more!

Meet the Team





Anthony Chiulli, Sr. Product Marketing Manager (left)


Anthony Chiulli is a Sr. Product Marketing Manager at Iterable, where he embraces the art of storytelling through amazing products, services and experiences to marketers.

Wayne Coburn, Director of Product (right)


Dr. Wayne Coburn is director of product, and his passion is building analytics and AI products for marketers. In his spare time he builds and flies high powered rockets.

How to Participate:


All you need to do is post your question in the comments section, and the team will answer them as they come in! We'll be answering the questions submitted live first, and address the ones that were submitted in advance toward the end of our conversation.

Ready...set...ASK US ANYTHING!
Pulkit Bansal
Thank you for pre-submitting your question!

Question: Is it possible to leverage the Brand Affinity feature to determine specific campaign type affinity? For example, say I run campaigns with discounts and another campaign with reward points. Can we see if a customer has a higher affinity for discounts vs rewards?

Answer: Not currently, but this is a great idea and something we will keep in mind for the future.
Hi @Kelley Sharp

Thanks for your question! We received similar questions around how Brand Affinity works and what's under the hood of our AI models during this AMA. I would recommended checking our our answer up above in this thread, which may answer a lot of your questions posed.

*Its the first response I posted up above 🙂
@Tiffany Cornelison
Thank you for pre-submitting your question!

Question: Is there a more detailed breakdown of how Brand affinity is measured? I understand it calculates email and mobile engagement, but does this include app interaction?

Answer: You can find a more detailed explanation of how Brand Affinity is measured in a post by Anthony near the top of the AMA. I will also say that we do not include app interactions other than those associated with push and in-app messaging.
And that's a wrap for our Brand Affinity Ask Me Anything! Huge thanks to all of you for joining us and asking your questions. Stay tuned for more resources on Brand Affinity that we will share soon!
@Anthony Chiulli I appreciate your response and just for clarification I'm referring to more of the specifics. I have read each of your responses and as an example when you say "Our AI looks at the percentage of messages a contact has interacted with" this certainly makes sense but it would be helpful to know what percentages place a user in each category on a project. Your response that gave some examples on timeframes and frequencies was helpful but we would need to know for us if someone doesn't open an email in 2 weeks what category are you placing them in? We have a different product than typical retail so having a clear understanding who we are messaging is important to know what messages make sense for that audience.
@Kelley Sharp

I can try to take this one. I wish I could give you details about our algorithms, but like many machine learning models, it's not that straight forward. We have machine learning models feeding into machine learning models so that we can predict how likely a contact is to interact with future messaging. It's not as simple as no email interactions in the last X days means someone has a Brand Affinity of Y. I hope this helps.

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