Customer 360 (C360) provides a detailed, customer-specific view of content preferences. By integrating AI-driven analysis through Template Tags, this feature helps marketers understand the types of content each customer engages with, enabling more precise personalization across campaigns.

This article explains how Preferred Content Tags are displayed in C360 and how to leverage them for more effective campaign targeting and personalization.

What Are Preferred Content Tags?

Preferred Content Tags are the result of AI-driven analysis that identifies which content attributes a customer responds to most. These preferences are displayed in C360 at the individual customer level, giving marketers a clear picture of what content each customer is most likely to engage with.

Each customer is linked to their best-performing content attributes across the following key dimensions:

• Product/Game Category — e.g., Online Slots, Fashion, Sports Betting
• Promotion Type — e.g., Percent Discount, Free Shipping, Birthday Bonus
• Tone of Voice — e.g., Friendly, Informative, Urgent

These tags provide insight into how customers interact with specific types of content across campaigns, and can be applied directly to improve targeting and message relevance.

How Preferences Are Determined

Preferred Content Tags are based on a customer's historical engagement with campaigns. For each content dimension, such as Product/Game Category, Promotion Type, and Tone of Voice, the system evaluates how the customer responded to different tag values over time and identifies the best-performing one within that category.

Each displayed preference also includes a confidence level, which reflects how strongly the data supports that particular tag as the customer's true preference. Confidence is based on two factors:

• The number of campaigns the customer received featuring that tag
• The customer's response rate compared to other tags in the same category

How to Use Preferred Content Tags in Campaigns

Preferred Content Tags can be applied directly within Optimove to make campaign targeting and personalization more precise.

Using Content Preferences in Target Groups

When creating a Target Group, you can use content preferences as part of your segmentation criteria. Content preferences are available as customer attributes under:

• Content – Promotion Type
• Content – Tone of Voice
• Content – Product/Game Category

To segment by a content preference:

1. Create or edit a Target Group.
2. Add a condition based on a content attribute — for example, Content – Promotion Type.
3. Select the desired value — for example, Free Bet.

This allows you to build audiences based on the type of content customers are most likely to engage with, before a campaign is even sent.

Practical Examples

• Promotion-based targeting — Target customers whose preferred promotion type is Discount when sending promotional campaigns to maximize response rates.
• Tone alignment — Use a Friendly tone for customers who show a preference for that communication style to improve message resonance.
• Product affinity segmentation — Build audiences based on preferred product or game categories to increase relevance and conversion rates.

Benefits of Using Preferred Content Tags

• Enhanced personalization — Tailor campaigns to each customer's demonstrated content preferences, leading to higher engagement and conversions.
• Efficient resource allocation — Identify which content types perform well and scale them, while reducing investment in underperforming content.
• Reduced unsubscribe risk — Matching customers with content they find appealing reduces the likelihood of content mismatch and opt-outs.
• Faster campaign optimization — Clear, customer-level insights shorten optimization cycles and allow winning content to be scaled more quickly.