# How can we help?

## Overview

The Purchase Propensity model predicts a contact's likelihood to make a purchase. Purchase Propensity looks at a contact's past 90 days of buying behavior to predict their likelihood of conversion. You can use that score to create audience segments, run campaigns, or simply understand your contacts better. The Purchase Propensity model assigns a propensity score of **high**, **medium**, or **low** to applicable contacts,

> **Use cases**  
>  
> - Tailor campaigns or loyalty programs to people with high Purchase Propensity, offering personalized discounts or promo codes to drive sales.  
> - Use Purchase Propensity alongside [Unsubscribe Risk](https://support.cordial.com/hc/en-us/articles/28041972882061) to pinpoint cross-selling opportunities for contacts with low unsubscribe risk who are likely to make a purchase.

## Purchase Propensity attribute

Purchase Propensity is a contact attribute: `crdl_ai_purchase_propensity`.

- Once enabled in your account, you can [use it to build audiences in the Audience Builder](https://support.cordial.com/hc/en-us/articles/27013532311565-Purchase-Propensity#h_01HZ53FYTD4NH785RXGRPCHGWC).
- You can also [view the attribute in each contact's Contact Profile](https://support.cordial.com/hc/en-us/articles/27013532311565-Purchase-Propensity#h_01HZ53HWZKZHKBSVGZHM0Y9DPB).

## Build an audience with Purchase Propensity

1. Navigate to **Contacts > Audiences** and select **New** or edit an existing audience.

2. Under rules, type in **Cordial AI Purchase Propensity** or locate it under **Attributes**.

3. Click on **Cordial AI Purchase Propensity** or drag it into the **Include Contacts** section.

4. Configure your audience according to a Purchase Propensity of your choice: **high**, **medium**, or **low**.

There is a [Has no value segment](https://support.cordial.com/hc/en-us/articles/27013532311565-Purchase-Propensity#HasNoValue) to ensure you reach all intended contacts.

5. Click the **Actions** button and select **Save**.

6. Once your audience is saved, you can select it when creating or editing messages across channels.

### Has no value segment

You can use the **Has no value** segment to include or exclude contacts that **do not have** a Purchase Propensity value, which can potentially be a significant volume of customers.

## View a contact's Purchase Propensity

1. To view the Purchase Propensity attribute for an individual contact, navigate to **Contacts > Contact Profile** and select the contact.

2. Click the **Attributes** tab and locate the Cordial AI Purchase Propensity attribute.