Explore This Guide
- Understanding the cluster comparison heatmap by Groups
- Understanding the cluster comparison heatmap by Profiles
- Understanding the heatmap colors graduation
- Playing with Filters
- Making the most of Profile Groups: Key Use Cases
Understanding the cluster comparison heatmap by Groups
The Cluster Comparison feature exists inside the “My Profile Groups” sub-tab of Influencers & brands within your reports.
It offers a visual heatmap that helps you analyze how your Profile Groups (personalized list of X accounts, formerly Custom Rankings) performs across different audience clusters. It’s a great tool for identifying key patterns in your data.
When you look at the heatmap, you’ll notice that the clusters are sorted by size. The full audience is shown first, followed by clusters, ranked from the largest to the smallest. This is consistent with how clusters are displayed in the Audience Breakdown page, making it easy to navigate and compare.
The default sorting view shown is Affinity, but you can also view the Uniqueness score as a secondary option. This lets you dive deeper into the nuances of your data.
When it comes to profiles groups, they are ranked based on the highest Affinity with the full audience, so you’ll quickly see which group resonates the most. If you prefer, you can toggle between sorting by Affinity or Uniqueness to get a different perspective on your data.
Understanding the Cluster Comparison Heatmap By Profiles
When you click on a group name, you can drill down to the profile level, where you’ll see individual scores for each @handle within the group. This view helps you assess the contribution or "weight" of each profile, making it easier to identify the most influential members within each cluster.
Important:
Only profiles within the top 20K of each cluster will have a score because Custom Ranking is a filter applied to the Influencers & Brands tab. If a profile isn’t in that top 20K list, no score is calculated for it in the report.
Understanding the heatmap colors graduation
The heatmap colors are designed to make patterns stand out and the shading is applied with a normalisation process.
The color of each cell is determined by its individual value in relation to the lowest and highest values in the entire dataset. The heatmap uses a gradient from white to blue:
- lighter shades represent lower values
- darker shades represent higher values.
This means the shading is relative to the range of values in the current report. For example, the same number might look darker in one report and lighter in another, depending on the data range.
Playing with Filters
The filters in "My profile groups" section help you focus only on the groups that matter for each specific report.
Since results can vary based on how relevant a Profile Group is to the audience, it can be important to select only the groups you are interested in. To get the most meaningful insights, you can select only the Profile Groups that are relevant to your use case and exclude any that don’t add value or could introduce noise.
Making the most of Custom Rankings: Key Use Cases
The Profile Groups feature allows you to create tailored influencer and brand benchmarks that meet your specific research goals. Whether you're evaluating brand partnerships, tracking niche influencers, or comparing competitors, this tool gives you valuable insights into how accounts or influencers stack up across different audience clusters.
Some practical uses for "Profile Groups" include tracking your competitors, monitoring influencers within your industry, keeping tabs on brands relevant to your sponsorships, and so much more. "Profile Groups" can help you understand how your brand fares within a specific niche compared to your competitors.
Case Study:
Imagine you’re an analyst at a leading beverage brand, and you need to assess how your brand ranks among 20 competitors across a range of target audiences - like “young mums,” “active grandmas,” and “power executives.” First, you could create personalized insights reports for each audience to dive deep into their clusters and affinities.
Next, you’ll create a Profile group that includes all 20 brands and see where your brand stands in relation to each audience. This gives you a clear view of which clusters have higher affinity with your brand and which ones may offer growth opportunities.
For example, you might discover a niche where your brand is performing well, but your competitors aren’t as strong - helping you identify areas where you can capitalize on your strengths. On the flip side, you can also spot weaker clusters and adjust your marketing strategy to focus on those personas.
Similarly, if you’re focused on influencer marketing or brand partnerships, you can use "Profile Groups" to compare and rank influencers or brands, identifying those that align best with each of your target audiences. This helps you refine your strategy and make data-driven decisions that connect with the right partners for your brand’s success.