{"id":21008,"date":"2025-01-10T09:55:17","date_gmt":"2025-01-10T09:55:17","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/kevin-hillstrom-minethatdata-weighted-email-attributes\/"},"modified":"2025-01-10T09:55:17","modified_gmt":"2025-01-10T09:55:17","slug":"kevin-hillstrom-minethatdata-weighted-email-attributes","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=21008","title":{"rendered":"Kevin Hillstrom: MineThatData: Weighted Email Attributes"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"post-body-4479612438509684075\" itemprop=\"description articleBody\">\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">I&#8217;ll use my headphone hobby as an example.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">Weighting (you&#8217;ll develop your own weighting scheme based on a regression model).<\/span><\/p>\n<ul>\n<li><span style=\"font-family: arial;\">0-12 Month Purchases = 100% Weight.<\/span><\/li>\n<li><span style=\"font-family: arial;\">13-24 Month Purchases = 60% Weight.<\/span><\/li>\n<li><span style=\"font-family: arial;\">25-36 Month Purchases = 35% Weight.<\/span><\/li>\n<li><span style=\"font-family: arial;\">37-48 Month Purchases = 20% Weight.<\/span><\/li>\n<li><span style=\"font-family: arial;\">49-60 Month Purchases = 12% Weight.<\/span><\/li>\n<li><span style=\"font-family: arial;\">61+ Month Purchases = 7% Weight.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: arial;\">Let&#8217;s say a customer purchased two times.<\/span><\/p>\n<div>\n<ul>\n<li><span style=\"font-family: arial;\">October 10, 2024 = $200 on in-ear monitors, $140 on a dac\/amp.<\/span><\/li>\n<li><span style=\"font-family: arial;\">May 1, 2021 = $800 on open-back headphones.<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-family: arial;\">Weighted spend:<\/span><\/p>\n<div>\n<ul>\n<li><span style=\"font-family: arial;\">In-Ear Monitors = $200 * 1.00 = $200.<\/span><\/li>\n<li><span style=\"font-family: arial;\">Dacs\/Amps = $140 * 1.00 = $140.<\/span><\/li>\n<li><span style=\"font-family: arial;\">Open-Back Headphones = $800 * 0.20 = $160.<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-family: arial;\">Weighted percentages:<\/span><\/p>\n<div>\n<ul>\n<li><span style=\"font-family: arial;\">In-Ear Monitors = 200\/500 = 40%.<\/span><\/li>\n<li><span style=\"font-family: arial;\">Dacs\/Amps = 140\/500 = 28%.<\/span><\/li>\n<li><span style=\"font-family: arial;\">Open-Back Headphones = 160\/500 = 32%.<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-family: arial;\">On the surface, the customer spent 800\/1140 = 70% of historical spend on open-back headphones.<\/span><\/p>\n<p><span style=\"font-family: arial;\">Because the open-backed headphone purchase happened a long time ago, the purchase isn&#8217;t weighted as heavily &#8230; so it&#8217;s &#8220;relevance&#8221; is 32% of past purchase activity.<\/span><\/p>\n<p><span style=\"font-family: arial;\">You&#8217;d market all three categories to the customer, given that weighted history is mostly equal. And yes, you&#8217;d correlate historical weighted percentages with future activity to &#8220;know&#8221; that the weights are relevant.<\/span><\/p>\n<p><span style=\"font-family: arial;\">Regardless, use weighted email attributes to personalize your assortment to each individual email subscriber.<\/span><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>I&#8217;ll use my headphone hobby as an example. Weighting (you&#8217;ll develop your own weighting scheme based on a regression model). 0-12 Month Purchases = 100% Weight. 13-24 Month Purchases = 60% Weight. 25-36 Month Purchases = 35% Weight. 37-48 Month Purchases = 20% Weight. 49-60 Month Purchases = 12% Weight. 61+ Month Purchases = 7% [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[13775,13093,13773,13772,13774,9414],"dealstore":[],"offerexpiration":[],"class_list":["post-21008","post","type-post","status-publish","format-standard","hentry","category-analytics","tag-attributes","tag-email","tag-hillstrom","tag-kevin","tag-minethatdata","tag-weighted"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Kevin Hillstrom: MineThatData: Weighted Email Attributes - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=21008\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kevin Hillstrom: MineThatData: Weighted Email Attributes - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"I&#8217;ll use my headphone hobby as an example. 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