# Scenarios & Models

## <mark style="color:$primary;">Note</mark>

<sup>This section provides guidance on selecting the appropriate scenario and model for your campaign in the campaign management application. Scenarios define the context (e.g., email campaigns, ad targeting), while logics determine how recommendations are generated. Use this guide to choose the right combination based on your business goals, such as increasing engagement, boosting sales, or targeting specific audiences.</sup>

## RecommendItemsToUser (Personalized Item Recommendations)

This API delivers personalized item recommendations for a specific user, ideal for email campaigns, homepage promotions, or abandoned cart reminders.

#### Email Promotion Scenario

* **When to Use**: Select this scenario for periodic email campaigns like weekly newsletters, promotional offers, or abandoned cart reminders to engage customers with tailored content.
  * **recombee:emailing**: Use when you need fresh recommendations with rotation to avoid repeats. Ideal for weekly grocery deals or clothing discounts. Set `rotationPolicy: "total"` for no repeats or `"smart"` for balanced variety (14-day window by default).
  * **recombee:personal**: Use for highly targeted emails based on individual user behavior (e.g., views, purchases). Perfect for suggesting specific apparel or food items a user is likely to buy, though you may need filters to prevent repetition.
  * **ecommerce:bestseller**: Use to promote top-selling products (e.g., best-selling snacks or trendy textiles) to a broad audience, maximizing engagement in email blasts.

#### Homepage Marketing Scenario

* **When to Use**: Choose this scenario for on-site promotions to welcome users with personalized or popular items on your homepage or landing pages.
  * **ecommerce:homepage**: Use to blend user preferences with trending items (e.g., new grocery arrivals or seasonal clothing collections), ideal for promotional banners.
  * **recombee:popular**: Use to highlight high-demand products (e.g., top supermarket deals or fashionable textiles) to attract all visitors, especially during peak shopping seasons.

## RecommendItemsToItem (Cross-Selling and Similar Products)

This API recommends items related to a specific item, perfect for cross-selling, upselling, or suggesting alternatives in checkout promotions or product page ads.

#### Cross-Sell Promotion Scenario

* **When to Use**: Opt for this scenario when promoting complementary items during checkout, in post-purchase emails, or as part of upsell campaigns.
  * **ecommerce:cross-sell**: Use to suggest add-ons that enhance the purchase (e.g., sauces with pasta or accessories with a dress), boosting average order value.
  * **recombee:similar**: Use for general similarity-based cross-selling (e.g., recommending similar shirts after a purchase), suitable for flexible campaigns.

#### Similar Products Marketing Scenario

* **When to Use**: Select this scenario for suggesting alternatives on product pages, in ads, or when a preferred item is unavailable.
  * **ecommerce:similar-products**: Use to offer alternative products (e.g., similar grocery items or clothing styles), keeping users engaged during browsing.
  * **recombee:visually-similar**: Use for visually distinct items (e.g., textiles with similar patterns), ideal for style-focused campaigns, but ensure image data is available.

## RecommendUsersToItem (Audience Targeting for Ads)

This API identifies users likely to engage with a specific item, perfect for targeted ad campaigns or referral marketing.

#### Audience Targeting Scenario

* **When to Use**: Choose this scenario to find users for ad campaigns based on their behavior or preferences, aiming to maximize ad click-through rates.
  * **ecommerce:similarly-purchasing**: Use to target users with similar buying habits (e.g., those likely to buy a new grocery product or clothing line), effective for broad ad campaigns.
  * **recombee:personal**: Use for personalized ad targeting (e.g., promoting a new textile collection to users with matching tastes), ideal for niche campaigns.

#### Item Promotion Campaign Scenario

* **When to Use**: Select this scenario to promote a specific item to users similar to its existing interactors, perfect for referral marketing or product launches.
  * **recombee:similar**: Use to target users like those who viewed or bought the item (e.g., promoting a supermarket deal to similar shoppers), great for referral-driven growth.

###

### Example Use Cases

* **Supermarket**: Use "email-promotion" with `recombee:emailing` for weekly deals, or "audience-targeting" with `ecommerce:similarly-purchasing` for ad campaigns on new products.
* **Textile Business**: Use "similar-products-marketing" with `recombee:visually-similar` for style-based ads, or "homepage-marketing" with `ecommerce:homepage` for seasonal collections.
* **Pharma Company**:
  * Use "email-promotion" with `recombee:personal` to send personalized reminders for chronic medication refills (e.g., diabetes drugs) to patients, improving adherence rates.
  * Use "audience-targeting" with `ecommerce:similarly-purchasing` to target healthcare professionals likely to prescribe a new generic drug, supporting targeted marketing campaigns.