Detect. Target. Personalize.
Every interaction with your brand reveals a little more about what interests your contacts. Yet this valuable data often remains underused and difficult to interpret.
With Interest Profiles, simply define the interests you want to track. DiA then analyzes each contact’s interactions to automatically identify the interests that match the content they view.
Save time and personalize your campaigns more easily to increase engagement and improve your marketing performance.
Interest Profiles is available with the Grow and Boost plans.
The Benefits of Interest Profiles
Quickly Identify Your Customers’ Interests
Discover what truly interests your customers through the continuous, automated analysis of their interactions with your brand.
Create More Engaging Campaigns
Use detected interests to create precise segments and personalize your campaigns and messages based on each contact’s interests.
Put Your Data to Work Independently
No more back-and-forth with technical teams. Define the interests you want to track and launch your marketing campaigns faster.
How Interest Profiles Works
1. Set Up Your Interest Profiles
Define the interests you want to track by considering which information would help you better personalize your communications.
An interest can represent a topic, theme, product, service, or any other type of content relevant to your organization.
Although this step is quick and easy, take the time to choose interests that are relevant to your strategy. The number of interests available varies depending on your plan.
2. Let DiA Analyze Interactions
DiA analyzes content viewed after a click in an email or a visit to a web page tracked with Journey. These interactions help determine which interests correspond to the content viewed.
For more information about how interests are calculated, consult the Help Center documentation.
3. Discover Each Contact’s Interests
When DiA identifies an interest based on a contact’s interactions, the interest is automatically associated with that contact. You can then view the detected interests directly in the contact record.
4. Personalize Your Campaigns
Use detected interests to create targeted segments, set up follow-up campaigns, and personalize the content blocks in your emails.
Present each contact with offers, products, events, or services that match their demonstrated interests.
Frequently Asked Questions (FAQ)
What Types of Interactions Are Analyzed?
Interest Profiles analyzes content viewed after a click in an email or a visit to a web page tracked with Journey.
Are Detected Interests Ranked by Importance?
No. Currently, all assigned interests are treated equally. They are not ranked based on the number of clicks, the recency of interactions, or repeated behaviours.
For more information about how interests are calculated, consult the Help Center documentation.
What Types of Interests Can I Create?
You can create interests related to a topic, theme, product, service, or any other type of content relevant to your organization. Choose a clear name that accurately represents the content you want to associate with each interest.
Do I Need Technical Expertise to Use This Feature?
No. Setting up Interest Profiles is simple and does not require any technical expertise. However, it is important to take the time to clearly define the interests you want to track so they remain relevant to your strategy and campaigns.