Affinio delivers behavioral marketing intelligence
“Market to people, not demographics.” That’s the premise behind Affinio marketing intelligence software
. Understanding an audience’s interests and passions allows marketers to develop data-driven content that will resonate and generate interaction. Identifying the best channels to distribute and promote this content helps maximize its impact. Easy to explain yet notoriously difficult to accomplish, yet Affinio seems to help marketers execute this combination with more precision.
It all starts with a report, currently generated using data from either a Twitter or Pinterest account. It’s apparent that Affinio relies on extremely heavy data processing to generate results and the data is intelligently displayed. Mousing over a particular piece of data offers a concise description of its significance, making it relatively easy to get acquainted with the various components of the software.
Reports are divided into five sections; overview, members, interest, content, and monitor. The entire audience, in this case Twitter followers of @waxgirl333, is divided into eight different segments or tribes, based on interest and connectivity. The five sections previously mentioned apply both at a general level and for individual tribes. That allows you to drill down and see the same type of information at the lower level. This is great if you wish to target the interests of a particular group of followers. However, in this case we’ll use Affinio to take a bird’s eye view
Here we can see how tribes are connected, which ones are most active on Twitter, have shared interests and their degree of interconnectivity. Shared interests within a tribe is a percentage from 0 to 100 (higher is better) that helps pinpoint tribes that share common interests, ideal for creating pieces of content aimed at those with specific interests. Interconnectivity is a percentage score where a higher number indicates a greater likelihood that people within the tribe know and follow each other. If you’re looking to network with your audience, focusing on tribes with high shared interest and interconnectivity is probably the most efficient route.
The Members section provides a deeper understanding of some basic audience characteristics. It’s divided into six different subsections; profiles, locations, most liked, most retweeted, engagement and stream.
Profiles- This section shows images for the top 100 most relevant members to give you an idea of how they represent themselves visually. The top bio keywords this audience uses to describe themselves are also provided in a chart with bars that let you simultaneously see how other tribes use this term. The top categories of audience members and the devices they use to tweet from are also provided. Three different types of graphs are available for this data.