Give a warm welcome to the Predominant Affinity Decay enricher which is designed to emphasize how customer behavior and preferences are changing with time by decaying affinities associate with user preferences and behavior.
Affinity values represent various aspects of customer behavior and preferences. An affinity value is a number that expresses the frequency with which the user engages in specific types of actions or the strength of the user's preferences. For example, clicking on bargains, searching for products of a particular type, and browsing an online shop at noon are all types of user behavior. The more the user exhibits a particular behavior or preference, the higher the affinity value becomes. But what happens when user behavior and preferences change?
One way to cope with the changing user behavior and preferences is to decay affinity values over a predefined period of time to a threshold value or zero. This is the role of the Predominant Affinity Decay enricher. For example, every time a session start event occurs, the Predominant Activity Time enricher increments an affinity associated with a given time of the day. If the user stops accessing a website at a particular time, the Predominant Affinity Decay enricher decays the associated affinity value to zero. The decaying value represents the decreasing importance of a particular time of the day to the user. The decaying value increases if the user accesses the website at this time of the day again. Therefore, this value may never reach zero.
Information about the level of decaying affinities is useful for planning and carrying out personalized marketing campaigns.
To learn more, go to the Predominant Affinity Decay enricher documentation.
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