Text Message Segmentation: Purchase Propensity and Product Affinity User Guide

This guide is an introduction to the Product Affinity and Purchase Propensity feature in Wunderkind’s Segmentation Builder in Connect. 

Purchase Propensity

Purchase Propensity is a Machine Learning model that calculates the conversion likelihood for individuals by analyzing recent user activity (from the last 14 days). Within the Segment Builder UI, you will be able to select a range of propensity scores for particular audiences that you are interested in targeting. 

Navigate to the Campaigns > Segments page and click + New Segment.

Enter a segment Name and Description, select Text Messaging from the Product dropdown menu, then select Next to proceed on the page.

Choose the segment source and click next.

Click the + Condition text and choose Purchase Propensity from the dropdown.

A graph visualization will appear displaying the purchase propensity score and the number of audience. You can choose the score range below the graph to choose your audience, which will change your calculated reach numbers. For example, if you want to target customers who are most likely to convert, choose a higher percentage range in the scale.  Please note that the image graph is static, it’s showing an average number for all customers for all websites.

Product Affinity

Product Affinity is an AI algorithm that segments based on purchase intent, which is calculated by analyzing historical behavior – product interactions, conversion history, etc.  Within the Segment Builder UI, you will be able to write out what product you would like the customer to be served, and the best segment will be created to achieve that.

In the Segment Builder, choose the condition Product Affinity from the dropdown.

Write in the product or category you wish to target in the field (e.g. green dress, white shoes, etc.).

A preview of the items will appear based on the product and the calculated reach numbers will adjust accordingly. Click save to save the Product Affinity condition to the segmentation draft. Please note that the calculated reach numbers will not be available immediately. A message will appear in the UI that says: "Product Affinity will be processing in the background once you create the segment. Calculated Reach will be updated once it is complete. Please check back in a few minutes."