Brand Affinity™

Brand Affinity uses Iterable AI to label your users based on their historical level of engagement with your brand. You can use these labels in segmentation, campaigns, journeys, data feeds, and Catalog collections to send personalized, relevant messages to your customers.

For example, you might use Brand Affinity labels to:

• Reward loyal users.
• Add users to a reward or perk journey when they become loyal.
• Boost revenue by testing offers on positive users.
• Offer different discounts to different audience types.
• Improve open rates or deliverability by suppressing negative users.
• Add a user to a reactivation journey when they switch to negative.

# In this article

# Overview

Once a week, Iterable generates Brand Affinity scores for your project's users. These labels are generated using a predictive model that estimates the likelihood of engagement over the next 30 days, as well as each user's personal history of email opens and clicks (transactional and marketing), push notification opens, in-app message interactions, and sends in your Iterable project, independent of other users, with recent data weighted more heavily. Messages from all supported channels (email, push, and in-app) are evaluated during scoring — scores are not channel-specific.

# Brand Affinity labels

Each of your project's users has one of the following Brand Affinity labels:

• Loyal: Historically, highly engaged with your messages, and frequently interacts with them.
• Positive: Generally engaged with your messages, and often interacts with them (but less frequently than loyal users).
• Neutral: Sometimes engaged with your messages, and only occasionally interacts with them.
• Negative: Usually disengaged with your messages, and generally doesn't interact with them.
• Unscored: Hasn't been sent a message in the past 60 days.

In addition, new users added to an Iterable project receive the unscored label. After you send them a message, Iterable updates their Brand Affinity label to neutral, or higher, during the next recalculation.

# Reviewing Brand Affinity scores and Explainable AI insights

You can view a user's Brand Affinity score next to their user name on the contact lookup pages, or in their user profile next to the itblds.brandAffinityLabel property (a string).

To view additional insights into a user's Brand Affinity score with Explainable AI, click Explore next to the highlighted score. This view shows:

• A user's affinity labels for the past 30 days to see what changes may have occurred.
• A summary from the past 90 days of the campaigns that contributed most to a user's past and current affinity scores.
• A summary from the past 90 days of the metrics that contributed most to a user's affinity score with an explanation of how those actions compare to the behavior of users.

# Using Brand Affinity labels in segmentation

To use Brand Affinity labels in Iterable's segmentation tool, select Contact Property and choose field brandAffinityLabel. Select Equals as the operator and enter one of the following values (in all lowercase): loyal, positive, neutral, negative or unscored. For example:

# Using Brand Affinity labels to personalize message content

To use Brand Affinity labels to personalize the contents of a message, use Handlebars to inspect the value of itblDS.brandAffinityLabel in the same way as any other user profile field.

For example, the following Handlebars expression displays one discount code to loyal users and a different one to everyone else:

{{#eq itblDS.brandAffinityLabel "loyal"}}
   Use discount code DISCOUNT10!
{{else}}
   Use discount code DISCOUNT20!
{{/eq}}

# Using Brand Affinity labels in journeys

There are various ways to use Brand Affinity labels with journeys:

• Add an Attribute Split tile to send users down different paths of the journey, depending on the value of their brandAffinityLabel field. For example:

  

• Add a Yes/No Split tile to set up a filter that checks the value of each user's brandAffinityLabel user profile field. For example:

  

• To use a Brand Affinity label in a journey webhook, include itblDS.brandAffinityLabel as a Handlebars parameter in the webhook's URL. For example:

  

# Using Brand Affinity labels as data feed parameters

To send a user's Brand Affinity label as a parameter in a data feed request, include it as a Handlebars parameter in the data feed's URL. For example:

# Using Brand Affinity labels with Catalog collections

To reference a user's Brand Affinity label in a Catalog collection, include it as a Contact Property in the collection's definition. For example:

# Want to learn more?

For more information about some of the topics in this article, check out this Iterable Academy course. Iterable Academy is open to everyone — you don't need to be an Iterable customer!

• Brand Affinity