Overview
This example shows how to target contacts with relevant content even when no explicit interest data is stored in the contact profile.
It applies to segmentation using the optional Topics of Interest Intelligence criterion in Mapp Engage.
Interest relevance is inferred from past content interactions rather than predefined profile attributes.
Example setup
A marketer wants to personalize content for contacts whose interest preferences are unknown.
Instead of excluding these contacts, the setup uses Topics of Interest as a fallback signal. Contacts with an empty interest attribute are evaluated based on the topics they interacted with in previous messages.
This approach allows relevance-based targeting even when explicit profile data is missing.
The following screenshot shows the finished segment with the combined profile and Topics of Interest conditions applied.
Steps
Create a segment and add a Profile Attribute condition to identify contacts with no stored interest value (for example, Activity Preference is empty).
Add a Topics of Interest condition and define keywords that represent relevant activities (for example, walking, hiking).
Adjust search accuracy and limits to control how strictly topics are detected.
Restrict evaluation to a suitable timeframe based on how recent content interactions should be considered.
Use the segment to send content that reflects the inferred interests.
Notes
Topics of Interest infers relevance from content interactions and does not replace explicit profile preferences. For more details on how topic detection works and which settings influence matching behavior, see the Topics of Interest documentation.
This pattern is commonly used as a fallback when preference data is incomplete or unavailable.