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Brand Affinity

Overview


Brand Affinity attributes are AI-driven predictions that identify which brands each customer is most likely to engage with next. By analyzing recent purchase and browsing behavior, the model uncovers patterns in how customers move between brands and ranks the brands they are most likely to prefer.

Each eligible contact receives up to 10 ranked brand affinities, refreshed automatically and available across segmentation, personalization, automation, and reporting.

This feature is designed for marketers managing multi-brand portfolios who want to increase relevance, improve conversion, and reduce customer fatigue.

Contact your CSM to enable Brand Affinity in your account.

Example Use Case

A customer who:

  • Purchased brand A 15 days ago
  • Recently browsed brand B

Could receive the following ranked brand affinities:

  1. Brand A (re-engagement)
  2. Brand B (active consideration)
  3. Brand C
  4. Brand D
  5. Brand E

This enables Brand A loyalty offers, Brand B recommendations, or discovery of complementary brands with brands C, D, and E.

What You Can Do with Brand Affinity Attributes

Use Brand Affinity data to:

  • Build audiences based on predicted brand interest
  • Personalize campaigns with brand-specific messaging and offers
  • Enhance product recommendations by pairing products with preferred brands
  • Run cross-brand promotions with higher confidence
  • Suppress irrelevant messages to reduce fatigue

Using Brand Affinity in Audiences 

  1. Navigate to Contacts > Audiences and select New or edit an existing audience. 
  2. Under rules, type in Cordial AI Brand Affinity or locate it under Attributes.
  3. Click on Cordial AI Brand Affinity or drag it into the Include Contacts section. 
  4. Enter the desired category affinity to load applicable contacts.
  5. Click the Actions button and select Save.

Viewing Brand Affinity for a contact

  1. To view Brand Affinity for an individual contact, navigate to Contacts > Contact Profile and select the contact. 
  2. Click the Attributes tab and locate the Cordial AI Brand Affinity attribute.

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