Interest Scores
Affinio provides insight into how likely an audience is to have an interest (relative to network users), and how relevant those interests are to your specific audience. These insights are represented by the Affinity score and the Relevance score, respectively. Local interest scores are calculated when location filters have been applied to a Twitter report. Multiple location filters will be treated as a single entity.
Affinity
Global Affinity: a score that measures how many times more likely members are to have an interest as compared to the entire social network.
Local Affinity: a score that measures how many times more likely members are to have an interest as compared to all other Twitter users who live in the specified location(s).
Relevance
Global Relevance: a score that highlights the defining characteristics of an audience or cluster’s interest pattern in context to the entire audience and how they compare to the network at large.
Local Relevance: a score that highlights the defining characteristics of an audience or cluster’s interest pattern in context to the entire audience and how they compare to all other Twitter users who live in the specified location(s).
Interest Relevance: the average of the top 100 interests in a given cluster or audience. Affinio provides this metric to help you understand the homogeneity of an audience or cluster’s interest pattern. The strength of average will vary from network to network because interests are defined in network-specific ways.
Note: Relevance scores are scaled between 0-100 where 100 represents an interest that is common to all members. Relevance does not represent the percentage of members who share an interest. For example, a Relevance score of 25/100 doesn’t imply that 25% of an audience shares that interest.