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How is the Interest tab calculated?

How are the Affinities on Interest tab calculated?

Interpretation of Affinities tab:

The table can be ordered by uniqueness or by affinity to highlight significant entities for the segment or the audience. Compare the data to the baseline to uncover the most relevant insights to the audience.

Affinity is a proprietary metric that helps our customers to understand the interest that an audience has towards a person, a brand or an organization.

Uniqueness is a proprietary index that we use to determine how relevant and unique a person or a brand is for the members of the audience. This index takes into account how "mainstream" the accounts are for the general public and penalizes accounts that are influential for the whole population versus those that are especially relevant for the audience we are analyzing. This index allows us to highlight brands or people that are really unique for a concrete target segment or audience.

The index is scored with values ranging from 0 to 100, being 100 the maximum unique affinity.

Use the filters (person/brand or categories) to help you filter down what's relevant. For example: Highlighting airlines using the "Airlines" category can get you a list of airlines ordered by relevance to the audience, therefore suggesting potential relevant sponsorships for a brand.

 

Example of use

Understanding the most relevant people for the audience helps to choose the right influencers for your influence marketing campaigns, whilst the most relevant brands for the audience can help initiate the most effective sponsorship to reach the target audience.

How is it calculated

Our algorithms are constantly evolving. Through machine learning, Audiense infers the affinity of the audience according to the interactions (tweets, posts, follows, likes, etc.) of audience members on social media. One of the most important inputs to calculate the affinity is the follower graph because it allows us to know more about how people are interconnected and therefore help us better understand their affinities.

How the Interest tab is calculated?

Interpretation of the Interest tab

Interest is a proprietary metric that helps our customers to understand the relevant interest categories for this specific audience. The graph can be interpreted quantitatively to see the weight of the different interests categories within the segment or audience. Use comparisons to the baseline to find the most relevant insights on the segment or audience you are analyzing.

Example of use

Interest categories can influence a range of decisions, from tactical aspects such as the creative development of the campaigns to more strategic ones such as campaigns segmentation and targeting or creating relevant partnerships. The Interests categories displayed in the report follow the IAB standard so they can be widely used to target people with the same interests in any media platform (ie: Twitter, Google, Facebook, etc.)

How is it calculated

Our algorithms are constantly evolving. Through machine learning, Audiense infers the interests of the audience according to what the users are posting about, and the information is clustered according to The Interactive Advertising Bureau standards & guidelines. One of the most important inputs to calculate the interests is what people post about because it allows us to get the topics they are vocal about.