The Compare section enables you to quickly cross-analyze two clusters (Compare Metrics), or compare the audience share and overlap when analyzing the combined audience of multiple handles (Competitive Analysis).
In this article, we are going to cover the Compare Metrics subsection. The data you will find in this subsection varies based on the interests and traits available for the network.
1. Compare Metrics are particularly helpful when it comes to distinguishing two seemingly similar clusters. You can populate this section by selecting two clusters from the left-hand menu. In the screenshot above, we’ve selected two clusters that frequently self-describe with the word, “Marketing,” in their bios.
2. The top banner displays key metrics for each cluster such as size, Interest Relevance, density, and posts/per month; for visual comparison, we’ve also plotted these metrics on a radar chart. We can see from the comparison above that although both clusters are similar in size, Cluster 5 is tighter-knit with more niche interests.
3. Affinio displays the top ten traits that differ between these clusters, as well as the top ten traits they share. These over-indexing traits span Top Hashtags, Bio Keywords, and Interest Categories.
The percentages represent that trait’s prevalence within a particular cluster. The bars below, color-coded per cluster, reflect those percentages.
Please note that the screenshot has been cropped, displaying 3/10 traits in each column, to allow room for the following comparison module.
4. Affinio also displays the top twenty Interests that differ between these clusters, as well as the top twenty Interests they share. These Interests represent the accounts followed by cluster members, which is the same data you’d find in the Interests section, as compared to Interest Categories displayed in the previous comparison module. The colored bars, weighted by Interest Relevance, represent the clusters that follow a particular account (i.e. the normalized view for each interest).
5. The Competitive Analysis subsection will only appear when you create a Network Graph report including more than one handle in your query. The maximum number of handles you can evaluate under Competitive Analysis is 12. If you include more than 12 handles, this subsection will not appear.