{"id":19581,"date":"2026-10-07T09:52:51","date_gmt":"2026-10-07T13:52:51","guid":{"rendered":"https:\/\/www.dialoginsight.com\/?p=19581"},"modified":"2026-10-07T10:20:13","modified_gmt":"2026-10-07T14:20:13","slug":"blog-personalization-marketing-interests-interactions","status":"publish","type":"post","link":"https:\/\/www.dialoginsight.com\/en\/blog\/blog-personalization-marketing-interests-interactions\/","title":{"rendered":"Interests: How to Improve Campaign Targeting and Personalization"},"content":{"rendered":"\t\t
\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Your contacts are already showing you which topics capture their attention. A click in an email or a visit to a tracked webpage can reveal an affinity for a product, service, event, or topic.<\/p>

But what should you do with that information in your next campaign? Should you create a separate audience, personalize a content block, or simply recommend a more relevant resource?<\/p>

Interests make these signals actionable. To get real value from them, your team needs to decide which topics matter to your strategy and how detected interests can improve your communications.<\/p>

From Clicks to Interest Signals<\/h2>

A click is more than an engagement metric. The content behind it tells you which topic a contact chose to engage with at a given moment.<\/p>

Someone who visits a page about cybersecurity training sends a different signal from someone who explores content about leadership. These interactions do not prove immediate purchase intent, but they do provide useful information: the contact engaged with content associated with a specific topic.<\/strong><\/p>

Interpreting these signals manually can quickly become complex. Your team needs to understand each piece of content, assign it to a category, identify the relevant contacts, and maintain those rules across campaigns. As your content library grows, interactions can easily remain buried in reports instead of improving future communications.<\/p>

A Detected Interest Is a Starting Point, Not a Conclusion<\/h2>

With Interests, you define the topics you want to track. DiA analyzes the content contacts view after clicking an email or visiting a webpage tracked through Journeys, then associates detected interests with the relevant contacts.<\/p>

To learn how the feature works, read our latest update on Interests<\/a><\/span>.<\/p>

The real marketing question comes next: how can you use that affinity to deliver a more relevant message?<\/p>

\ud83d\udca1 Key takeaway<\/strong>
A detected interest represents an affinity for a topic, not proof of purchase intent. At this time, assigned interests are treated equally: they are not ranked based on the number of clicks, how recent the interactions are, or how often the behavior occurs.<\/em><\/p>

Avoid treating an interest as an engagement score or sales priority. Combine it with the other information available to you, such as the contact\u2019s profile, their relationship with your organization, and their eligibility for the offer.<\/p>

Three Criteria for Choosing Useful Interests<\/h2>

Technology can automate the analysis, but your team still has one essential responsibility: deciding which interests are worth tracking.<\/p>

1. They Align With Your Campaigns<\/h3>

An interest should represent a topic, product, or service you actually communicate about. If the information does not influence any marketing decision, it will add complexity without creating value.<\/p>

2. They Are Clear and Specific Enough<\/h3>

Choose names that everyone on your team can easily understand, such as \u201cCybersecurity,\u201d \u201cManagement Training,\u201d or \u201cCultural Events.\u201d
An interest like \u201cProducts\u201d is too broad to support meaningful personalization. On the other hand, creating a separate category for every webpage quickly becomes difficult to maintain.
Aim for the level of detail that would allow you to adjust an audience, a piece of content, or an offer.<\/p>

3. They Have Supporting Content and an Activation Plan<\/h3>

Make sure contacts will actually have opportunities to engage with content related to each interest.
You should also determine what that information could change: the selected segment, the content displayed, the offer presented, or the follow-up campaign.
The value does not come from detecting an interest alone. It comes from the more relevant decision that interest enables.<\/p>

Example: Turning a Detected Interest Into a More Relevant Communication<\/span><\/h2>

Consider an organization that offers training in cybersecurity, leadership, and financial management.<\/p>

1. Choose an Interest Tied to a Real Decision<\/h3>

The team creates a \u201cCybersecurity\u201d interest because it has content on the topic and wants to promote a related training program.
The decision addresses a real marketing need rather than simply trying to categorize every interaction.<\/p>

2. Observe the Detected Affinity<\/h3>

A contact clicks a newsletter link to an article about data protection. If DiA detects a match with the \u201cCybersecurity\u201d interest, that interest is associated with the contact\u2019s profile.
The team now has a useful signal, but it cannot conclude that the person wants to register for training or that they are more interested than another contact.<\/p>

3. Combine the Interest With Campaign Criteria<\/h3>

Before promoting the program, the team checks the other relevant criteria: the contact\u2019s profile, communication language, eligibility for the training, and email consent.
It also excludes people who are already registered.
The interest therefore enhances targeting without replacing business rules.<\/p>

4. Personalize the Communication<\/h3>

Two options are possible:<\/p>