What do you like best?
Affinio provides a great overview of segment interests, insights into social communities, and helps define which content is preferred on specific platforms. The behavioral details are interesting, the engagement hit-map provides insights for creative and planners and I love the new functionality of monitoring overtime. Great for influencer marketing and competitive analysis. It also provides great information for optimization strategies of social paid media targeting as well as creative planning.
What do you dislike?
It's not an intuitive tool, the data visualization is awesome but non-analysts may think they can jump in without realizing what data are they actually analyzing. It provides a lot of information but some may be basic or redundant, and their cluster analysis might include spam and bots data that might skew overall data analysis. Also, the limitation of available platforms available don't allow marketers to draw a 360 overview of their digital audiences. The limitation of timeframe selection can also affect your final outcomes.
What business problems are you solving with the product? What benefits have you realized?
Audience analysis, content creation, campaign optimization, influencer marketing. More specifically:
- Psychographics analysis of custom groups.
- Competitive analysis.
- Paid media budget efficiency by creating custom lists of specific target segments.
- Content recommendations for social media posting.