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E-commerce Audience Targeting Course
This page distills how we teach three interlocking ideas: shopper segments grounded in catalog fields, product affinity rules that survive PIM drift, and promotion timing strategy that respects fatigue and inventory posture.
Shopper segments
Segments inherit names from merchandising vocabulary. Cadence-led splits sit next to category-led splits; overlap maps show where promos would double-count the same people.
Product affinity rules
Rules reference attributes that refresh on known schedules. Each rule names what happens when data is missing—pause, downgrade, or route to manual review—so ops teams are not surprised mid-send.
Promotion timing strategy
Windows align to inventory posture and known peak calendars. Fatigue caps are written beside offer ladders so leadership sees tradeoffs before approving a sequence.
- Quiet periods tied to catalog transitions, not arbitrary calendar stickers.
- Holdout language that names uncertainty instead of hiding it in footnotes.
- Creative hooks required to survive compression into media lines.