Confirms Value of High-Affinity
Affinity-based segments were matched to industry standard purchase data to understand if there was a significant lift in purchase behavior based on consumers affinity for certain products and categories. Affinity scores ranged from 1-10. Low-Affinity was 1-3. High-Affinity was 8-10.
The results confirm a significant lift in purchase behavior by high-affinity purchasers vs. low-affinity purchasers. Across both the food and beverage category and the beauty and cosmetics categories, high-affinity purchasers showed statistically significant increases in more money spent, more units bought, and an increase in purchase frequency.
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