The Affinities Dashboard is where you will manage Affinity groups if your account has more than one. By default, Lytics configures all accounts to start with Content Affinities, which covers most marketing use cases involving the content your customers view online via websites, emails, and digital advertisements.
Lytics supports a variety of Affinity customizations to support industry specific use cases. A travel agency will have different Affinities than an entertainment company; a security platform will have different Affinities from a media publishing company. Lytics gives the option to organize your Affinities into groups for greater flexibility in creating Affinity-based audiences and recommendations.
The most common example of a secondary group is Product Affinities, which allows customization based on your product catalog or inventory. Creating a separate group of Affinities for your brand's products enables a variety of product recommendation use cases.
Example: Shopify Purchases
As a more concrete example, consider a Shopify store. Let's say that you have a set of Shopify product IDs purchased on your user profiles, using the Shopify import integration. Later, you import your Shopify products into a new "products" table and each product has a set of tags associated with it. You can now configure an Affinity group for "Shopify Purchases" that will tie each user's Shopify purchases to each product's associated tags.
A user who purchases a shoe with tags "boot" and "red", and later purchases a shoe with tags "red" and "sneaker" will show greater affinity for the "red" tag than the "boot" or "sneaker" tag.
Let's say you tag each shoe with its brand. Your users might have an affinity for "Dr. Martens" or "Wolverine". If you are doing a boot-related promotion, you can create an Affinity comprised of all the boot brands that you sell. You can use this boot Affinity to create an audience of users who show an affinity for boots.
As another example, consider a travel agency that offers trips to various destinations for different travel interests. In this case, you could create Affinity groups for "Destinations" and travel-specific Topics such as "family friendly" and "outdoor adventure" as shown below.
If you are interested in Affinity customization, please contact your Account Manager to schedule a consultation with the Lytics Data Science Team to get started. Once the Lytics Team reviews your use cases and completes the initial setup, you'll be able to manage your Custom Affinities from the Lytics UI alongside the default Content Affinities.