Interest Profiles are now part of Content Dimensions, as the dimension URL Interest Profiles.
When someone visits your site, it's important for you to know what they are interested in. Are they interested in a specific product category, a certain collection or are they simply looking for employment within your company? Wouldn't you like to know?
With URL Interest Profiles, you set your topics (categories) based on URL, and Triggerbee will show you each visitor's interest profile based on those topics. The interest algorithm is based on time spent on pages connected to that specific topic. This will help you understand more about your visitors' needs and interests.
The URL interest profile for each visitor will be synced with your integrated email tool once the visitor is identified in Triggerbee. You can use this data to segment your subscribers and send out targeted newsletters. For instance, highlight offers within "women's clothing" to the subscribers that have been showing the most interest in that category.
Note: Interest Profiles are mostly suitable for interests that don't change over time. For example, a person who likes makeup or men's clothing is likely to do so over a long period, whereas a person interested in Sofas is only interested in Sofas until they buy one.
URL Interest Profiles are not included in Essential. The dimension counts towards the number of active content dimensions your plan allows.
How to set up URL Interest Profiles
Go to My Triggerbee > Customization > Content Popularity.
Under Active Content Dimensions, tick URL Interest Profiles.
Click CREATE A TOPIC and give it a name, e.g. "Dresses".
Enter the path(s) that you want to be a part of your topic, one per line (max 20 lines). Each path must begin with
/or*. You can use wildcards: entering/product*will include anything in the path after /product. You can also type*product*, which will pick up any path containing the word "product".Save your topic. Continue with adding more topics. You can have up to 60 topics.
When you're done, Triggerbee will start to map your visitors on their sessions, in order to create their very own mix of interests.
Note: Triggerbee will only map visits after you have set this up, not retroactively.
How to edit a topic
Go to My Triggerbee > Customization > Content Popularity.
Open the menu on the topic's row and choose Edit topic.
Make your changes and save.
Note: To make sure that your interest profiles are relevant, don't make major changes to a topic that will alter its meaning. Ie. Don't replace all dress-URLs with pants and rename the topic. In this case, it is better to delete the topic and create a new one.
How to delete a topic
Go to My Triggerbee > Customization > Content Popularity.
Open the menu on the topic's row and choose Delete topic.
Note: If you have visitors who already have a profile connected to the topic you wish to delete, they will still have the topic as a part of their profile, just with an anonymous ID instead of the topic name. Over time, the topic will be replaced with other topics.
Target a campaign on a topic
By creating an audience based on a topic, you can display a campaign for visitors that have shown interest in it (no matter if they are identified or not). Here's how to do that!
Go to Audiences, click + New audience and click Add condition.
Choose Affinity for Content, set Content Dimension to URL and Value to your topic.
Once you have saved your audience you can move on to creating your campaign and use the audience for targeting. Perfect for highlighting new collections or sales within that category!
Read more in Intro to Audiences.
Segment newsletters in your CRM
For all visitors that you identify, Triggerbee will automatically populate your CRM or email tool with their interest profiles (given that you have integrated your CRM). This allows you to use that data to segment your newsletters depending on interest. This is why it's important to work on your identification rate! Every CRM/Email tool handles this differently, but here's a general description on how to create an interest profile segment in your CRM:
Every identified visitor in Triggerbee will have their interest profile sent to your integrated CRM/Email Tool.
In the tool, it will look something like this. Every interest has a connected value, which is the percentage interest. Eg, this person has 58% interest in Jackets, and 27% interest in Dresses.
"Interests 1" will always be the biggest one.
By using this data as a filter for your segment, you can create a segment of "all contacts with the most interest in Jackets". If you want to, you can also utilize the value to narrow your segment a bit more, eg. "everyone with Jackets as their biggest interest, but it has to be at least 70% high".