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The Brand Affinity Ask Me Anything has ended. Check out the conversation!

  • January 21, 2021
  • 31 replies
  • 426 views
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31 replies

Wayne Coburn
  • Wayne Coburn
  • Plaza Newbie
  • January 21, 2021
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.
    A
    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 :)
    Wayne Coburn
    • Wayne Coburn
    • Plaza Newbie
    • January 21, 2021
    @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.
    Sarah Lubecki
    • Sarah LubeckiIterable Employee
    • Author
    • Iterable Employee
    • January 21, 2021
    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!
      K
      @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.
      Wayne Coburn
      • Wayne Coburn
      • Plaza Newbie
      • January 21, 2021
      @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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