Brand Affinity™

Brand Affinity uses Iterable AI to label your contacts based on their 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:

• Provide rewards to loyal contacts.
• Add a contact to a reward or perk journey when they become loyal.
• Encourage loyal contacts to become brand ambassadors, or send them NPS surveys.
• Gain a better understanding of the lifetime value of a loyal contact by measuring their ROI.
• Drive revenue by testing offers on positive contacts.
• Provide different discounts to different audience types.
• Improve open rates or deliverability by suppressing negative contacts.
• Send customer surveys tailored to specific audience types.
• Add a contact to a reactivation journey when they switch to negative.

# In this article

# Overview

Once per week, Iterable generates Brand Affinity labels for your project's contacts. Each person's label is based on their history of email opens and clicks (transactional and marketing), push notification opens, and in-app message interactions in your Iterable project (with recent data weighted more heavily)—and saved on their user profile as the itblds.brandAffinityLabel property (a string).

At any given point in time, each of your project's contacts has one of the following Brand Affinity labels:

• loyal: 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 contacts).
• neutral: Sometimes engaged with your messages, and only occasionally interacts with them.
• negative: Usually disengaged with your messages, and generally does not interact with them.
• unscored: Has not yet received enough messages for Iterable to generate a meaningful Brand Affinity label.

New contacts added to an Iterable project receive the unscored label. After you've sent them a message, the next Brand Affinity label recalculation changes this label to neutral (unless they've earned a higher score). If you don't continue sending messages to a particular contact, their label will eventually revert to unscored.

# 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 contacts 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: