Understanding Your Enrichment Dimensions
The Five Buyer Dimensions
Reach Dog organizes buyer meaning around five questions:
| Dimension | Question it answers | Typical context |
|---|---|---|
| What | What does it do for me? | Use case or job the product performs |
| Where | Where will I be? | Situation, setting, or occasion |
| When | When does it matter? | Timing, season, or recurring moment |
| Who | Who is it for? | Buyer, recipient, or demographic context |
| Why | Why do I want it? | Benefit or outcome the buyer is seeking |
These dimensions reflect how buyers describe needs in phrases. They are not the same as a category label.
Categories and Attributes Still Matter
Category describes what a product is. Attributes such as material, color, size, and brand describe properties of the product. Reach Dog can use classification and attribute data alongside the five buyer dimensions, but category and individual attributes are not additional buyer dimensions.
For example, travel mug may be the category, stainless steel an attribute, commuting the Where context, keeping coffee hot the What, and fewer spills in a bag part of the Why.
Older Labels in Data and Interfaces
Some data or interface surfaces may use labels such as use case, occasion, season, and demographic. Those labels contribute to the current model:
- use case generally contributes to What
- occasion or setting contributes to Where
- season contributes to When
- demographic or recipient context contributes to Who
- benefit contributes to Why
Treat those labels as inputs and tags around product neighborhoods, not as a competing list of five dimensions.
How to Use the Dimensions
Use the dimensions to inspect buyer language around the catalog, plan content, review audience context, and identify needs the catalog can serve. Confirm that each connection fits the actual product before changing a listing or campaign.
See these ideas against your own catalog.