Overview

The Purchase Propensity model predicts a contact's likelihood to make a purchase. Purchase Propensity looks at a contact's past 30 days of buying behavior to predict their likelihood of conversion. You can use that score to create audience segments, run campaigns, or simply understand your contacts better.

Use cases

• Tailor campaigns or loyalty programs to people with high Purchase Propensity, offering personalized discounts or promo codes to drive sales.
• Use Purchase Propensity alongside Unsubscribe Risk to pinpoint cross-selling opportunities for contacts with low unsubscribe risk who are likely to make a purchase.

Propensity score

The Purchase Propensity model assigns a propensity score of high, medium, or low to applicable contacts where:

• high = at least a 50% likelihood to purchase or above
• medium = in the gap between high and low
• low = less than 45% likelihood of making a purchase

Contact your CSM to enable Purchase Propensity. In order to use Purchase Propensity, you need to have site engagement data flowing into your Cordial account.

Purchase Propensity attribute

Purchase Propensity is a contact attribute: crdl_ai_purchase_propensity.

• Once enabled in your account, you can use it to build audiences in the Audience Builder.
• You can also view the attribute in each contact's Contact Profile. 

Build an audience with Purchase Propensity

1. Navigate to Contacts > Audiences and select New or edit an existing audience. 

2. Under rules, type in Cordial AI Purchase Propensity or locate it under Attributes.

3. Click on Cordial AI Purchase Propensity or drag it into the Include Contacts section. 

4. Configure your audience according to a Purchase Propensity of your choice: high, medium, or low.

There is a Has no value segment to ensure you reach all intended contacts.

5. Click the Actions button and select Save. 

6. Once your audience is saved, you can select it when creating or editing messages across channels.

Has no value segment

You can use the Has no value segment to include or exclude contacts that do not have a Purchase Propensity value, which can potentially be a significant volume of customers.

View a contact's Purchase Propensity

1. To view the Purchase Propensity attribute for an individual contact, navigate to Contacts > Contact Profile and select the contact. 

2. Click the Attributes tab and locate the Cordial AI Purchase Propensity attribute.