The Predictive Affinity tab shows you which customers have been identified as having an affinity for a certain product category. Predictive affinity is calculated by Predict. This affinity is based on an analysis of browse and purchase behavior from your entire customer base, combined with scoring algorithms for each individual contact.
As a quick reminder, here is the onboarding video about Product Affinity:
These categories are considered likely to feature in the next purchase made by these contacts, and can help you to create micro-segments and engage them with targeted incentives.
Please note that when a contact is deleted, all of the data relating to that contact is also deleted. This will retrospectively affect any reports which use contact-level data. Contact deletion may affect the reports available under Analytics > Product Affinity. You may experience the following changes:
- figures may change in all charts because contact deletion affects all calculations.
- deleting contacts also affect conversion rates, the AOV (Average Order Value) and lifecycle calculations.
For more information on the effects of contact deletion, see What happens to deleted contacts in Emarsys?
Not all contacts are covered by these charts. Only those for whom the Emarsys data collection scripts have collected enough data for the scoring algorithms to make a meaningful prediction are included. The total number is displayed in the top right corner of the tab.
For more information on how to create a segment using this report or how to update the chart, see Smart Insight Attributes.
Affinity to top 30 product categories
This chart shows the top 30 categories for which contacts have been identified as having an affinity. Top categories are calculated based on view and purchase data. You can use the Affinity to product categories attribute to filter the list down to a specific category and create a segment of those contact for targeted engagement campaigns.
Proportion of affinity coverage
This shows the % of your contacts for whom an affinity could be determined. For many contacts this will not be possible, for instance if they do not favor one category over another or simply do not browse or purchase enough for their data to become statistically relevant.
Recency of affinity coverage
This shows the recent activity of those contacts whose affinity can be determined. The chart is split into Hot, Medium and Cold, with the exact ranges being determined by you during setup. This can help you to determine the incentives to use for each segment, for example.