‘Brand Affinity’ will allow brands to calculate and classify customer sentiment and create effective marketing. 

The tool uses artificial intelligence to convert common customer signals, such as email clicks and opening mobile push notifications, into labels attached to customer profiles than can then be used to inform marketing campaigns.

Iterable runs a cross-channel marketing platform that allows users to create, optimise and measure interactions across the customer journey.

Bela Stepanova, vice-president, product, at Iterable, said: “Brands that win today are those that can establish deep, authentic and long-lasting connections with their customers. Brand Affinity provides insights into how best to communicate with customers so that marketers can maximise retention with loyal customers.”