The concept of affinity index

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Affinity index shows in percentage terms how much your site's audience is interested in a certain topic compared to the average number of visitors to other resources on the Internet. In other words, this tool demonstrates what your visitors are looking at in addition to your developments.

Affinity index in marketing is used to find out what interests and needs the target audience has.

The calculated coefficient helps in the nursing homes email list following situations:

to assess how productive the interaction with customers is;

to determine how effectively a product is positioned;

to customize advertising campaigns based on the implicit, secondary interests of buyers identified using the affinity index;

to calculate how profitable the chosen marketing strategy will be.

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By studying this indicator, you can identify the locations and channels for searching for your target audience, determine where it will be most profitable to advertise a product or service, and expand your product range by adding items that meet the related or additional interests of your customers.

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Applications of the affinity index
So, let's take a closer look at where and how the affinity index can be used.

Advertising Performance Analysis
The affinity index will help to more accurately determine where advertising placement will be most profitable, which social networks to use for this, or, for example, which bloggers to invite to collaborate.

Delegate Blogging Responsibilities

Let's say your main product is camping equipment, and you decide to launch advertising on a local radio channel. The target audience is men and women aged 25-50 who prefer active recreation. The affinity index is calculated using data on who listens to this radio station. In this case, the base audience is all radio listeners in your region, the target audience is men and women aged 25-50 who are interested in tourism and active recreation.

It would be a good idea to first find out whether it is appropriate to consider this particular communication channel, since it is possible that your customer listens to the radio less often and, for example, spends more time in front of the TV screen.

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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:

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Marketing research
When launching a new product, the next steps include selecting packaging and names for the items being introduced. The affinity index will help you decide on this by providing information about which social group your new product is potentially more popular in.

For example, the affinity index of employees without a college degree is 176%, and of the working class – 137%. This means that your product has a higher chance of being sold to these social groups than to others.

You can go in the opposite direction, starting from a product that is already successful on the market. Research the segment of the economy that has the most sales, find out more data about these people. Their age, gender, their interests in more detail: the books they read, what music they listen to, what places they visit, in general, find as much information about their interests as possible.

For example, you have an online store of home textiles. Studying those who have purchased something from it more than twice, you find out that many of them are fans of the Marvel universe. Then you can try to launch a series of bed linen or towels with images of superheroes or place an advertisement in relevant groups on social networks.