Learning Objectives
- Define Affinity Segments: Explain Affinity Segments as a feature that uses machine learning to automatically group users based on their inferred interests and brand preferences, derived from their behavior.
- Scope of Capabilities: Understand how MoEngage analyzes user actions (like product views, searches, and purchases) to build these interest-based segments. Learn how to access and use these segments for campaign targeting.
- Optimal Applications: Develop highly targeted campaign strategies by sending messages relevant to a user's specific affinities, such as promoting running shoes to users in the "Running Enthusiast" segment or advertising a new thriller to users with an affinity for "Crime Fiction."
Prerequisites
- An understanding of the audience's potential interests and how they relate to the product or content catalog.
- Campaign goals focused on personalization and increasing engagement by delivering highly relevant content.
- Sufficient and varied user event data (e.g., views, clicks, purchases across different categories) for the machine learning model to analyze.