Allocating variations by affinity enables you to target users by what you know they like, based on their affinity profile, which can be more pinpointed than rule-based targeting (for example, with rules a user might match multiple rules).
The advantage of using affinity allocation is that you don't need to create multiple experiences and target each one by affinity. Instead, you simply tag your variations with values from your product feed, and then serve content according to the user's preferences. The variation with the highest affinity score is served to the user. This means that the content served to the users is more in line with their preferences in real time.
Affinity allocation in Experience Email
In Experience Email, affinity allocation is assigned in the Dynamic Content block, where you can select to target by either affinity or audience:
You select an attribute to use for targeting. For example, product category, brand, or color.
You then define up to 5 keywords (tags) belonging to the attribute to use in the variation. For example, if you selected the attribute "category", you might use the tag "shoes", or if you selected the attribute "color", you might use the tag "red".
So, in essence, any user who has an affinity to the product attributes you select, sees the variation you created. In the illustration, the affinity is by category, and the category selected is cabinets or lamps or tables.
If a user doesn't have a score for each of the assigned tags, the affinity-based variation is not served, and the user sees the fallback defined for the block.
Affinity allocation in API campaigns
In custom API campaigns, you can select User Affinity as the allocation method after creating the variations in an experience.
You then need to select the affinity attribute to allocate by, and tag each variation with an affinity value.
In API campaigns, affinity allocation creates a new targeting condition, which the user must match to be served the experience:
If users don't match the targeting condition created by the affinity attributes tagged in the variations, they aren't served this experience, and are evaluated for the next experience in line.
An experience with affinity as the allocation method can have additional targeting conditions, and it can be placed anywhere within the campaign. For example, in this case, only users who are not loyalty club members will be served variations by affinity:
Finally, if the campaign includes multiple slots, variations are served according to their affinity scores (highest score selected first, and so on).
Frequently Asked Questions
Are there any prerequisites for using affinity allocation?
A product feed with attributes selected for affinity is required.
What happens if a user has only a very low affinity score for one of the variations?
The variation to which the user has affinity is served. As long as there is an affinity score, no matter what it is.
What happens if the user has an affinity for more than one value defined?
If the score for one value is higher, that variation is served. If the score is the same for more than one value, the variations are randomized.
Can a marketer tag one variation with multiple affinity values?
A variation can be tagged with multiple values (up to 5), and then we calculate the sum of the scores to decide what to serve.
Is there a limit on the number of variations that can be created for affinity allocation?
In Experience Email, up to 15 variations can be created. In API campaigns, up to 50.
Are all campaign types supported?
Recommendation campaigns have affinity strategies of their own, and are not compatible with affinity allocation.