Product Attribute of Predictive AI: what is this ?
Predictive AI Product attribute lets marketers target contacts who are most likely to buy a specific product range, such as a brand, category, family, or other product attribute.
It is an optional filter available in the Predictive AI audience “Customers most likely to buy”.
How it works
Product Attribute
A product attribute is the type of product information you want to use for targeting.
Examples:
Brand
Category
Product family
Aisle
The attribute is configured during the client setup that you can determine with your Splio contact.
Attribute value
An attribute value is the specific value inside the selected product attribute.
Example:
Product attribute = Brand
Attribute values = Adidas, Nike, Puma
When you select an attribute value, Predictive AI returns contacts with the highest likelihood to buy that value.
Important rules
You must select 1 product attribute and at least 1 attribute value.
If no attribute value is selected, the targeting behaves like generic appetency.
Attribute values are displayed only when there is enough recent purchase data.
To be scored, an attribute value needs more than 20 sales in the past 2 months.
Only the top attribute values are displayed, usually the ones with the strongest signal.
Scoring is pre-calculated and refreshed weekly.
Create a campaign with product attribute
Create or edit a campaign.
In the audience builder, choose Customers most likely to buy.
Select the Product attribute option.
Choose the product attribute, for example Brand.
Select one or more attribute values, for example Adidas or Puma.
Choose a channel to estimate the audience size.
Continue building the campaign as usual: content, scheduling, and activation.
How to prioritize campaigns
If a contact is eligible for several attribute values, they can be targeted by several campaigns.
Example:
Campaign 1 targets Brand = Puma
Campaign 2 targets Brand = Adidas
If you want to prioritize one campaign, send the preferred campaign first and manually exclude those contacts from the other campaign.
FAQ
Q: Can I use the Product attribute without selecting an attribute value?
No. The attribute value is mandatory. Without it, the targeting is equivalent to generic propensity.
Q: Why aren't some attribute values displaying?
The value likely doesn't have enough recent purchase data. It needs more than 20 sales in the last two months to be scored.
Q: Can I combine two attributes using AND logic?
No. Product attribute targeting only works with OR logic.
Q: Does the product attribute allow for customization of campaign content?
No. This feature is only used to define the audience. Product recommendations or content personalization are not included.
Q: What if I want to prioritize one product campaign over another?
Send the priority campaign first, then exclude those contacts from the second campaign.