The Profile Matching function allows you to set how well an article thematically matches a profile. To do this, the entry of a pool field you have specified is queried. Depending on the entry, the article will be classified as matching or rather not matching. Depending on the matching, the article will then appear further up or further down in the newsletter. In addition, the article sorting must be set to Automatic in the slot configuration and the article must be assigned matching points under Profiling (Content Profiling). Article sorting takes place after article individualization, so that the profile matching configuration of the alternative article is used for the calculation if the alternative article has been configured for profile matching.
Profiles can be manipulated using the Profile Tagging function. The recipient clicks on an article and the landing page of the article is called. By calling up the landing page, a check mark can be placed in a specified pool field in the profile.
For example, if the landing page of a football article is called up, this can lead to the profile being marked with the interest "Football". The manipulation takes place at the moment the profile calls the landing page of the article. Initially it might be useful to create separate pool fields for the profile tagging function so that the original profile data can still be viewed separately.
Relevant pool fields
Select relevant pool fields for profile matching and profile tagging
As a first step to calculate the sorting of the articles in the slot and to enrich the profiles, the respective pool field must be selected and the options Profile Matching and Profile Tagging must be checked.
The following field types are supported:
- Single selection
- Multiple selection
- True/False (Boolean)
In the pool under Configuration, select the desired field for article sorting (Profile Matching) and profile manipulation (Profile Tagging), click on Edit and place a check mark in Profile Matching and/or Profile Tagging.
Give the article matching points for which interests the article is suitable. Below the tab Profiling you can assign a value from "not relevant (-3 points)" to "very relevant (+3 points)" per pool field or pool field option. Yellow asterisks stand for relevant blue asterisks for not relevant.
Under Content Profiling you can assign points according to interest. If the article matches the interest, it will be displayed in the upper part of the newsletter, if the article does not match, it will be displayed further down. Please also note the article sorting setting in the respective slot.
Profile tagging can be activated in the article under Profiling for the selected pool fields. To do this, select which option (e.g. which interest) a profile should receive when the landing page of this article is called up. Please note that profile tagging must be enabled in the configuration of the pool field.
If profile tagging is activated in the configuration of the pool field, it can also be activated in the article. If the article landing page is called from a profile, an entry is set in the respective pool field.
To use the automatic article sorting, the slot must be configured. This is either set in the newsletter template in the Article Templates tab, or can be set in the visual editor by clicking on the gear symbol for each slot.
There are four types of article sorting in the slot:
- Manual (articles are displayed in the order in which they were inserted into the newsletter)
- Automatic (articles are displayed hierarchically from top to bottom based on the calculated profiling relevance)
- Car. Top-X (Same as Automatic, except that only as many articles are displayed as are specified in the input field that appears)
- Auto. positive (Same as Automatic, but only those articles are displayed which receive a positive final total of matching points in the relevance calculation).
Calculation of the Profile Matching
The receiver profile is used to determine which profiling criteria apply to the receiver. The total is calculated from all the criteria set, which determines the placement of the article. If several articles have the same final total, the articles are displayed in the order in which they appear in the newsletter.
The following settings have been made in an article as an example:
Salutation "woman" is very relevant (+3 points)
Country "Germany" is very relevant (+3 points)
Country "Switzerland" is not relevant (-3 points)
There are four profiles in the pool with the following attributes and relevance points
Now the following calculation results in the above mentioned article example:
Profile A: 3 points (salutation "man" 0 points; country "Germany" +3 points)
Profile B: 0 points (salutation "woman" +3 points; country "Switzerland" -3 points)
Profile C: 6 points (salutation "woman" +3 points; country "Germany" +3 points)
Profile D: -3 points (salutation "Herr" 0 points; country "Switzerland" -3 points)
The article is sorted for profile A (3) in the order above (of course in relation to other articles in the eMailing).
For profile C (6), the article will be sorted high up (in relation to other articles in the eMailing, of course).
For profile B (0), the article would therefore be sorted relatively low down.
If the "Auto. positive" sorting is set, the article would not be displayed for profile D (-3).