Affinity Answers helps brands talk to fans

Today, the AudiencePlanner tool was renamed FanFinder360.

Affinity Answers, a provider of marketing data science, today announced the brand change of its AudiencePlanner tool as FanFinder360 ° to reflect a growing commitment to the media and entertainment industry.

The company, which was founded in 2004 as a start-up group, now provides anonymous public information on social networks, not only for brands but also for political campaigns, for example. The information can be translated into programmatic audiences or used to identify web content that matches an explicit affinity and therefore is likely to attract audiences with similar affinities.

MySpace data. The approach has its origins in data from MySpace, the social platform for early music. Josh Raper, vice president of affinity marketing at Affinity Answers, said: “It was really the first time that a platform offered direct, one-to-one access between artists and fans. Dylan’s box costs about $ 200.

The company then switched from music to a wider range of brands – CPG, travel, retail, etc. Affinity Answers has access to public data in accordance with privacy on all available networks to create an “If You Are Here” submission mechanism. , Raper said. “Probably.

Rename. The recommendations were originally made by AudiencePlanner. “We changed the name to FanFinder360 °,” Raper said, “and we would do twice as much in the media and entertainment industry.

Affinity Answers works with various markets. Cheaper, for example, says Raper, ‘offers an activation package that allows us to activate directly on accessible social channels or in digital and video programming.’

Except for the spectators. “Traditional audiences depend on demographics,” Raper says. ‘It gives the impression of knowing someone, but it does not sketch a very broad spectrum. Now, look at the two candidates who qualify for the presidency. In a similar model, they look the same. Both live in Washington, the same age group, follow politics and golf. But if you immerse yourself in the media and organizations that follow, it becomes the opposite.

Because we care. Traditional demographic segmentation has a long history and social listening has been a top priority for years. Affinity Answers describes ways to expand these strategies.’

AdExchanger: What problem are you solving?

SREE NAGARAJAN: The biggest problem we solve is enlarging the audience. Purchase and installation information is displayed at the bottom of the funnel. Although they are very accurate, there is not enough scale for advertisers. The overall demographics are small enough, but not brand specific enough. If Coca-Cola buys an audience of men and women between the ages of 18 and 54 in the United States, expanding the audience through the funnel is a big deal.

We use social affinity to solve it. On social networks, our system can search for an entire population that is derived using a perceived and estimated method, rather than an instrumental example.

We want to create a new standard for brands, data, and benchmarks based on mutual affinity. We have set up a benchmark called True Affinity that we want to convert into an operating fee. This was a challenge because the industry still adheres to the old balanced selection method.

Affinity Answers, a subsidiary of marketing data science, announced today that the brand change of its AudiencePlanner tool as FanFinder360 ° reflects a growing commitment to this media and entertainment industry.

The company, which established itself as a start-up group in 2004, provides the anonymous public information on social networks, not only for brands but also for political areas. This introduction can be used in programming terms to use word-for-word to identify web content that matches a specific affinity and can therefore be heard with similar affinity.

MySpace data. This approach comes from data from MySpace, a social music platform. Josh Raper, vice president of marketing at Affinity Answers, said: ‘It was just the first time a platform had direct, individual access between an artist and a supporter. 

Tell me about ‘mutual affinity.

We look for interpersonal relationships in social data to help brands reach new audiences.

Let’s start with the pages of the biggest industry of the brand on social sites like Facebook, Twitter, Instagram, etc. To find actively involved fans. We are looking for recent and highly interactive activities, such as comments, posts, retweets, hashtags, or replies. We do not review pages or catapults, as this may indicate an action that has taken years.

So we need to see what these users are still doing with other industries, such as entertainment. Reciprocal affinity enables us to create connections between brands and publishers, measure new audiences, and help brands better target their campaigns.

How has the business evolved since you started it 10 years ago?

Affinity Answers started as an informal meeting during a network meeting. I met a musician who told me that if I really want to understand consumers, I need to look at their entertainment habits; it is more important than anything else. I was a technician who knew nothing about the music industry. As soon as I started seeing it that way, a whole new world opened up.

At the time, we were called College and were trying to figure out how to get this kind of data on a large scale. At that point, MySpace was born and suddenly you can quantitatively measure people’s musical relationships. After measuring and selling this data to very large labels, we found that it can be used to track the relationships between brands and publishers that we can achieve for both parties.

Let’s now look at all sorts of affinities. Where other data providers are segmented by vertical segments, we allow the nature of social data to project very rich entertainment affinities for each brand in the market. We can then use the data to quantitatively tell brands whether their campaigns have been well received.

How do you stand out?

The analysis of active involvement and mutual affinity are the two main points of our distinction. We are the only company that uses mutual affinity.

The third [distinction] is our business model. Competitive companies such as 4C and Nielsen ignore these criteria. Many of these companies also like to buy media. It is a conflict of interest to sell a purchasing platform and a managed data service and place it in competition with the agency. We do not buy in the media.

Advertisers turn to data providers to decide, “Where should I put my money: affinity or general demographics?” Even a company like Nielsen claims to have built enough funnels, but how do they really do that? If you are dealing with a large target group, such as women between 18 and 24, it is very moderate.

The challenge for Nielsen and comScore is that they have built their system very carefully. They adapt social media to your current data measurements. The methodology is accurate but does not accurately reflect what is happening in the real world. Our approach, on the other hand, is approximate. We believe you can only be right if you focus on the audience. Our goal is the right set of values, not the wrong customer.

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