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Pervasive Taxonomy and Topic Management


What is it?

Affino’s Taxonomy and Topic Manager is an essential tool for organising the content on your website. You start by arranging a hierarchy of key terms and phrases which wholly correspond with the context of your content, the structure of your site, and your desired audience segmentation in the CRM.


Taxonomy Topics are used variously across the system as navigation filters, related content connectors and agents of targeting and personalisation. For when a user registers they can be asked about their interest preferences - these same topics map onto the content. Affino Banner Campaigns and Creatives can be targeted with Topics - meaning a category, channel or article selection can display different ads to the user. The ads can either be targeted on the basis of the Content and Navigation Topics, or one the logged-in User’s preferences.


A secondary use for Topics is in auto-related content, where best match related content is displayed. This can be extended further to entire Topic Channels with all the page content auto-filtered around a specific theme (Topic).

The Key Constituent Parts

The Key Constituent Parts
  • Articles / Events / Content / Media etc. - Content and Media Items basically - each one can be categorised and targeted with Topics
  • Auto-Related Content / Design Element - Affino can automatically related content for combined collateral display - based on matching Topic selections
  • Campaigns - Both Banner and Message Campaigns can be targeted on the basis of Topics
  • Channels - A highly useful function when creating landing pages - Channel Topic can filter different content per Channel Topic categories
  • Conversion Events - Conversion Events can target or assign Topics based on trigger behaviour/s
  • Contacts / Users - Topics selected as Interest preferences on Registration / Demographic Profile / Public Profile, can also be automatically assigned based on activity
  • Creatives - Topics can be assigned and content-matched on invidividual Banner Ads
  • Dashboard - One of the key metrics on the Dashboard is Topic Popularity
  • Demographic Profile / Registration - Assign Topics via Form element of Demographic Profile to initiate Personalisation
  • Design Objects / Elements - Several Design Elements filter by Topic: on-page content targeted, search filtered and Channel filtered
  • Index Content - If you re-arrange or create your Taxonomy after the site had been populated - you can index / re-index from here - looks for matching words in Titles, Teasers and Text
  • Public Profile - The display-side User Profile can show Interest Topics as selected on Demographic Profile part of Registration
  • Search - Topics can also be used for related Search Categories / Results - i.e. 'Did you mean...' used for synonyms as well as common typos
  • Sections - As with Channels and Articles, Topics can be assigned on Sections too
  • Topic Export - Export Topic List in XLS format
  • Topic Import - Import Topics to Topic List in XLS format
  • Topic List / Manage - As per above image - the full Topic Hierarchy and management interface - select Parent topics etc. Note that you cannot duplicate Topics on Zone, but that a Topic can have several Parent Topics (so can be multi-used)


How is it different?

How is it different?

There are various Taxonomy Management systems out there in the world, in fact most higher level CMS systems feature some sort of Topic and Taxonomy Management. What they don't have though is the 'Pervasive' part, meaning that for your typical CMS you can only assign Topics to basic content.


For Affino Topics are used throughout the system - connecting Commercial with Social and Sales and Marketing Automation. Whether from a structural, functional, content or user -basis the same interconnecting Affino Topics and hierarchies are present at all points.


As with other parts of Affino this hugely simplifies the management of your digital enterprise and allows you to streamline operations significantly. You don't have to worry about de-duping or sanitising different components, as Affino is all centralised through the same single database and Core-Connected CRM.

Serving Suggestions and Examples

Serving Suggestions and Examples

There are four sites we believe are exemplary ambassadors of how Topics should be applied. We have featured FG Insight a couple of times above, but Drewry is equally impressive - particularly how it creates related topic hobs around Enterprise + Expert + Evidence. Procurement Leaders has interest targeting at the heart of its social and community areas.


And for a benchmark of how to target advertising with Topics, look no further than TTG - you can get a good feel for how they work it - by simply clicking on different categories in the navigation, this will usually elicit a change in advertising campaign - based on that category:

What are the Key Benefits?

  • Pervasive Application Throughout System
  • Lower Overheads
  • More Versatility
  • More Productivity
  • More Engagement
  • More Empowerment
  • More Personalisation
  • More Successful Targeting
  • Better Customer Satisfaction

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Affino Contacts

Markus Karlsson

Markus Karlsson

Quang Luong

Quang Luong

Stefan Karlsson

Stefan Karlsson


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