Affinio

(31)
4.4 out of 5 stars

Affinio is an Interest Analytics Platform that helps marketers better connect with people using rich interest and affinity data. Using machine learning, Affinio reveals naturally-forming interest-based segments in any audience.

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Showing 31 Affinio reviews
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Affinio review by Agency in Marketing and Advertising
Agency in Marketing and Advertising
Validated Reviewer
Verified Current User
Review Source

"Audience analysis leading to social content optimization"

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.

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Affinio review by Lauren T.
Lauren T.
Validated Reviewer
Verified Current User
Review Source

"Useful for Audience Validation and Outreach Strategy"

What do you like best?

Top tool for audience analysis, helping to identify audience segments (tribes) through shared characteristics and signals. I actually enjoy being in the tool set and using the signals as clues to decode individual tribes. Very helpful for audience validation and to discover new insights about key audience tribes.

What do you dislike?

Long page load times, UX could be improved. Tool isn't intuitive at first, and requires a learning curve to get comfortable with the signals to closely identify each tribe (audience segment). Still some ambiguity around the results. Only supports Twitter and Pinterest now, due to API changes. Would be even more useful if it supported more social channels.

What business problems are you solving with the product? What benefits have you realized?

Literally use this tool for every client to give deeper insights into who their audience is, what characteristics they share, their social activity, and their likelihood to engage. The look-alike audiences tool is also useful for building out a specific tribe to use in audience targeting on Twitter. Insights can apply to content marketing, social media strategy, and monitoring/listening.

What Marketing Analytics solution do you use?

Thanks for letting us know!
Affinio review by Meredith H.
Meredith H.
Validated Reviewer
Verified Current User
Review Source

"Affinio -- my favorite social analysis tool!"

What do you like best?

Ability to explore an entire audience or population vs. vocal minority. The tool makes segmentation easy and intuitive by separating users into tribes based on who/what they follow. The depth of demographic and behavioral information you can glean about each tribe is amazing!

They're also constantly making updates and improvements to different features and UI components. Every time I log in there's some cool new thing to look at or way to build a report.

What do you dislike?

They no longer offer Instagram analysis -- though that's not their fault.

There's also no real trial-and-error involved, which can be tricky if you don't know exactly what you're looking for or if you want to go back and add something or change the number of tribes.

Recommendations to others considering the product

It's unlike anything else -- easy to identify segments and their influencers. Way better than typical social listening tools!

What business problems are you solving with the product? What benefits have you realized?

It becomes easy to pinpoint geographical skews, channel/partner considerations, etc. Beyond understanding niche pockets and interests of a larger audience group.

Affinio review by Executive Sponsor in Information Technology and Services
Executive Sponsor in Information Technology and Services
Validated Reviewer
Verified Current User
Review Source

"Fantastic tool who's data & insights are informative/useful for more than just Social."

What do you like best?

Demographics are great as a starting point - but if you don't know the more psychographic aspects of your audience you are missing out. Affinio gives you that window into the human elements that can make your marketing efforts more personal. Also the UI makes it a pleasure to work in. Digging deeper into a cluster to create look-alikes is quite useful.

What do you dislike?

Would love to be able to edit a report after it is run to potentially tighten it up according to the initial run findings (like adjust the number of clusters). In the "Members" area, not being able to drill down into the detail of who those people are is a bit frustrating but understandable due to api limitations. No in-line translation makes international clusters sometimes difficult to understand.

Recommendations to others considering the product

Awesome and responsive sales team who know more than just how to sell. They know their product at the executional level which makes the normal sales "dance" unnecessary. Got a detailed question about the functionality? - sales can jump right in there and answer directly in many many cases without any lag time to contact an engineer or product owner.

What business problems are you solving with the product? What benefits have you realized?

For programatic, this is a great tool to inform where to buy in addition to keywords to target against. Also, in looking at interests you now have a better optics into topic choices for content.

Affinio review by Agency in Public Relations and Communications
Agency in Public Relations and Communications
Validated Reviewer
Verified Current User
Review Source

"Senior Planner, Research & Insights"

What do you like best?

The ability to identify unique tribes that other agencies cannot.

What do you dislike?

The lack of automation in naming the tribes. I wish that the segemented groups could be accurately named based on the commonality of brands they have a higher affinity with, the words they use to describe themselves in their bios, the topics they discuss and the individuals they follow.

Recommendations to others considering the product

Affinio is a great tool for identifying previously unseen consumer groups. The support team are dependable and nimble and the outputs from Affinio are highly visual and actionable.

What business problems are you solving with the product? What benefits have you realized?

We are primarily using Affinio to identify consumer segmentation and from this build personas for our clients to reach - calling out the specific influencers and media brands that they can be reached through. In essence, it forms the basis of content, social and broader comms strategies.

Affinio review by Agency in Public Relations and Communications
Agency in Public Relations and Communications
Validated Reviewer
Verified Current User
Review Source

"Unique Audience Segmentation"

What do you like best?

This tool allows speedy segmentation of an online audience. This is really useful for quick and dirty research or in depth research projects. Due to API access, this tool works best for Twitter accounts but also features other platforms like LinkedIn and Reddit.

What do you dislike?

The tool is (relatively) expensive and only allows a single user within the cheapest subscription.

Recommendations to others considering the product

Take a trial of the product and see if you would use it enough to justify the costs. The software is fairly unique and that's why it is so expensive.

What business problems are you solving with the product? What benefits have you realized?

This helped us fulfil an audience research project. It also helps on new business pitches.

Affinio review by Josh K.
Josh K.
Validated Reviewer
Verified Current User
Review Source

"Powerful SM audience research tool for those that know what to do with it"

What do you like best?

Affinio is built by a growing and capable team that gives a damn about unlocking the potential of the social web. The team is very helpful and passionate about helping their customers win. I like the ease of slicing and dicing the data inside the dashboard (the number of reports you can build is endless), and the ability to export data to aid in building targeted audience segments.

What do you dislike?

Losing Instagram functionality (many tools did too) was a major blow, as Affinio only collected data across Pinterest, Twitter, and Instagram at the time.

What business problems are you solving with the product? What benefits have you realized?

We're trying to identify audience segments and valuable users for targeting, outreach, and general understanding. We're using the information to build social media content strategies for clients.

Affinio review by Sam G.
Sam G.
Validated Reviewer
Review Source

"Excellent Audience Planning Tool for Agencies"

What do you like best?

Ability to understand content consumption and behavior of online audiences not seen in a social listening platform. We can gain insights on lurkers and those who don't actively engage but still consumer regularly

What do you dislike?

Instagram tightening its API is causing issues for many people, but it was the hottest social platform Affinio was able to audit.

Recommendations to others considering the product

There is no right or wrong way to use the tools, it's very specific to what you need to accomplish. We use Affinio for various applications such as audience segmentation and content optimization. The better you understand the platform, the more useful it will be for you, so it is worth checking out and spending some time exploring.

What business problems are you solving with the product? What benefits have you realized?

We are able to use this tool to actually inform our segmentations strategies through understanding the different types of people engaging with our brands. It helps build our content strategies by helping us see what types of content gets the most engagement within a specific audience so we can optimize. It also helps us understand the differences between our brands and the competition based on the the difference in social audience. This tool has become invaluable to our agency and our clients.

Affinio review by User
User
Validated Reviewer
Review Source

"Affinio provides highly advanced algorithms"

What do you like best?

This platform provides your business with highly advanced algorithms and customizable ways to analyze your network and marketing models. It will group the common things used and show you patterns you wouldn't recognize on your own to improve the data you have available on your business.

What do you dislike?

There's definitely a learning curve in figuring out how to utilize this software. The data is straight forward but learning how to input everything takes some time. You need to carefully follow each step to get the best out of it.

Recommendations to others considering the product

Just make sure you follow the steps carefully to get the best out of this software.

What business problems are you solving with the product? What benefits have you realized?

My business was able to visualize our marketing patterns much easier after using Affinio. We could see what was common through their clustering process of data.

Affinio review by Alberto I.
Alberto I.
Validated Reviewer
Verified Current User
Review Source

"Actual Audiences Archetypes"

What do you like best?

I like that gives a quick snapshot of interest and profiles. I like the clusters as well.

What do you dislike?

I can't add in Facebook into the same account. I can't filter out geography after i build it. Lastly, sometimes the clusters seems very similar so hard to distinguish why they were separated.

Recommendations to others considering the product

Interesting way to actually look at an audience. Breaks down who is following you and their interest. It is not as generic like other social listening platforms.

What business problems are you solving with the product? What benefits have you realized?

Who is our audience. What do they like.

Affinio review by Alexandra W.
Alexandra W.
Validated Reviewer
Review Source

"Great Audience Segmentation Tool for Social Platforms"

What do you like best?

Run reports based on social following, shared content links, or topical search of social platforms. Reports generate within 24 hours and provide lots of exportable, topline graphics. Makes it easy to see top segments or clusters of a social audience, and determine influencers, top content, and more.

What do you dislike?

Reports must be run by single channel at a time (Twitter, Pinterest, Facebook) rather than in an aggregated view.

Recommendations to others considering the product

The company makes regular updates (monthly or bi-monthly) to improve the product and genuinely considers client feedback. Very easy to work with, and the product just keeps getting better with use.

What business problems are you solving with the product? What benefits have you realized?

Greatly helps in audience segmentation to build personas and develop social content. Also useful to identify social influencers or evaluate sponsorship potential.

Affinio review by User in Marketing and Advertising
User in Marketing and Advertising
Validated Reviewer
Review Source

"Superb audience insight tool - off the charts!"

What do you like best?

Affinio compiles and displays data so as to readily reveal actionable audience insights. The platform allows one to break apart an audience into key segments, and to visualize and compare the segments. Additionally the monitoring feature is key way to track how an audience evolves over time/through the duration of a campaign.

In addition, the Affinio staff is OUTSTANDING. I can not sing their praises enough.

What do you dislike?

The loss of Instagram, due to its updated API regulations. Other than that, nothing. Any issues or wishes and I learn they're already well on their way to solving.

Recommendations to others considering the product

Highly recommend! The platform has a wealth of insight to offer. Spend time learning its ins-and-outs. Take advantage of the demos and training. Stay up-to-date on the platform's evolution.

What business problems are you solving with the product? What benefits have you realized?

Understanding consumer audiences when constructing cultural landscapes and building targets, among others.

Affinio review by User in Information Technology and Services
User in Information Technology and Services
Validated Reviewer
Verified Current User
Review Source

"Easy to understand and dynamic platform "

What do you like best?

I like interests tab, the conversation stream tab, and the general clusters that show the relationship between the different cluster groups. Also the look-alike feature is very useful in finding similar audiences. Additionally, the niche-ranked feature helps with naming clusters

What do you dislike?

I dislike the fact that I can't edit the amount of clusters once I've ran a report

Recommendations to others considering the product

The ease of use, the amount of information it gives, and the ability to segment either a small or large audience (50,000 vs. 6 million)

What business problems are you solving with the product? What benefits have you realized?

Solving audience segmentation problems, figuring out affinities for groups (i.e. developers), and looking for paid media opportunities

Affinio review by Karel K.
Karel K.
Validated Reviewer
Verified Current User
Review Source

"Good, not perfect"

What do you like best?

Very simple to understand the data being presented

What do you dislike?

Data will take 2/4 hours to load

Primarily pulling in Twitter data, limited sources of data coming in skew results

What business problems are you solving with the product? What benefits have you realized?

Clarifying the audience of an influncer is very useful.

Affinio review by David B.
David B.
Validated Reviewer
Review Source

"Amazingly insightful. Instantly"

What do you like best?

It's crazy how much INSIGHT this tool provides into consumers. And how quickly it does it. What used to take weeks is now done in an hour. And it's WAY more actionable than before.

What do you dislike?

It made me realize how important and useful Twitter data could be if used in the right way. It's become CENTRAL to our well funded and well established insight team. But I wish that same insights were possible from other social media sights.

Recommendations to others considering the product

Just try it. You'll be blown away

What business problems are you solving with the product? What benefits have you realized?

Understanding audiences, segmentation, targeting marketing, product development, brand partnerships

Affinio review by Ina V.
Ina V.
Validated Reviewer
Verified Current User
Review Source

"Exciting and Insightful."

What do you like best?

The ability to understand audience affinities and build brand personas that feed into content and marketing strategies.

What do you dislike?

The fact that reports don't update in real time so I can monitor changes in audience, content, etc.

What business problems are you solving with the product? What benefits have you realized?

Audience research, profiling and content creation.

Affinio review by Agency in Marketing and Advertising
Agency in Marketing and Advertising
Validated Reviewer
Review Source

"Game Changer"

What do you like best?

The breadth and depth of insights that we've been able to achieve. From influencer identification to brand analysis to social behavior--we're able to learn SO much about audiences and brands.

What do you dislike?

The inability to change existing reports--to add competitors or adjust the scope of the audience you need to run a whole new report, which sometimes results in different clusters.

What business problems are you solving with the product? What benefits have you realized?

Affinio has been invaluable when it comes to getting smart quick on new business pitches. It's also helped us provide unique, data-driven insights for our existing clients that we hadn't been able to achieve before.

Affinio review by Lennon K.
Lennon K.
Validated Reviewer
Review Source

"Affinio"

What do you like best?

The access to audiences and organization of the platform and information. Support is great!

What do you dislike?

Some limited ability and access to some of the information and lack of boolean logic to sort and find a more finite information specific to a smaller group.

What business problems are you solving with the product? What benefits have you realized?

Identifying targets and audiences throughout our platform to determine best work.

Affinio review by Agency in Marketing and Advertising
Agency in Marketing and Advertising
Validated Reviewer
Verified Current User
Review Source

"It allows you to understand your audience's world faster than any other tool."

What do you like best?

I love the faux newsfeed where I can see tribes world.

What do you dislike?

I don't like that it takes time to generate a report--a lot of stuff ends up being too last minute to use Affinio.

Recommendations to others considering the product

N/A

What business problems are you solving with the product? What benefits have you realized?

We are trying to understand our audience's in a smarter way. I think Affinio allows us to know who we're talking to better. I also like that it taps in lurkers.

Affinio review by Deanna M.
Deanna M.
Validated Reviewer
Review Source

"Useful tool for large data sets!"

What do you like best?

the cluster graphs are great - they look great for presentations and reveal useful insights that would take much longer to do manually.

What do you dislike?

The groupings are not always the most accurate, but they do a pretty solid job.

What business problems are you solving with the product? What benefits have you realized?

Use it to sort through social listening for clients

Affinio review by Administrator in International Affairs
Administrator in International Affairs
Validated Reviewer
Review Source

"Affino for Social Change"

What do you like best?

It has everything I need in one easy, seamless platform.

What do you dislike?

It can take some training in order to navigate it effectively.

What business problems are you solving with the product? What benefits have you realized?

The social media analytics and email strategies in order to improve the reach that the organization has. Since we are a new social enterprise we need to expand our clientele and market reach in order to do the best we can to support the women that we help.

Affinio review by Agency in Marketing and Advertising
Agency in Marketing and Advertising
Validated Reviewer
Review Source

"Affinio Product Review - UM"

What do you like best?

- Customer support above all.

- Easily-navigable UX

- Ability to export and share reports

- Monitor feature

- Uniqueness within tribes filter

- Helpful (?) tips

What do you dislike?

nothing comes to mind right now, I'd like to see cross-platform reports, but I understand the limitations there are not on Affinio's end.

What business problems are you solving with the product? What benefits have you realized?

Affinio helps us understand things about audience that were previously unknown. Who and what people follow is a great indicator of how they navigate the world and what's important in their lives.

Affinio is best to uncover answers that aren't obvious when looking at a target audience.

Affinio review by Agency in Marketing and Advertising
Agency in Marketing and Advertising
Validated Reviewer
Review Source

"Audience Intel"

What do you like best?

I like how it auto-segments your audience based on commonalities in demographics and interests.

What do you dislike?

I wish it dove more into the psychographic commonalities and often feel like there are large clusters of foreign users for domestic products but it doesn't help me monetize or drive definite conclusions from that.

What business problems are you solving with the product? What benefits have you realized?

discovering audience intelligence data to inform social content affinities and uncover competitive data as well.

Affinio review by Consultant in Market Research
Consultant in Market Research
Validated Reviewer
Review Source

"Affinio for Social Listening"

What do you like best?

Affino allows us to create segments of consumers based solely on the topics they discuss socially.

What do you dislike?

I cant think of anything I dislike about Affinio

Recommendations to others considering the product

none

What business problems are you solving with the product? What benefits have you realized?

Social Listening analyses. We not only use NetBase to understand what is being talked about but we then team it up with Affinio to understand more about the segments of consumers that are saying them.

Affinio review by Administrator in Hospitality
Administrator in Hospitality
Validated Reviewer
Verified Current User
Review Source

"So important to our content strategy "

What do you like best?

I love how it removes the need for a keyword-based query for most report types.

What do you dislike?

I dislike how it's limited to only a couple social networks

Recommendations to others considering the product

Do it! It's a game-changer for audience-centrilc marketing today.

What business problems are you solving with the product? What benefits have you realized?

Content strategy, influencer strategy, media planning,

Affinio review by User in Broadcast Media
User in Broadcast Media
Validated Reviewer
Review Source

"Foundation of our Brand segmentations"

What do you like best?

We have very effectively used Affinio, in conjunction with other data sources, to build Brand segmentations. What is fantastic about Affinio is that it creates segments based on the data rather than a researcher pre-determining the segments. It also super quick and easy to use.

What do you dislike?

Currently (and i know they're working on it), you can't combine other data in the Affinio platform.

What business problems are you solving with the product? What benefits have you realized?

Brand segmentations, campaign effectiveness, competitor understanding, brand crossovers (for partnerships).

Affinio review by Agency in Public Relations and Communications
Agency in Public Relations and Communications
Validated Reviewer
Review Source

"Finding the audiences that matter and the people that matter to those audiences"

What do you like best?

It's a platform that promotes analytic creativity

Wonderful and helpful staff

Really responsive to user input, with frequent updates reflecting those conversations

A truly unique way to understand your audiences

What do you dislike?

Somewhat limited by only being able to look at one social media platform at a time

It would be great to have a little more control including and excluding audiences

What business problems are you solving with the product? What benefits have you realized?

Audience identification

Influencer identification

Issue mapping

Affinio review by Executive Sponsor in Management Consulting
Executive Sponsor in Management Consulting
Validated Reviewer
Review Source

"A very insightful platform with great visuals"

What do you like best?

It quickly helps you to understand huge amounts about your audience groups and those of your competitors or industry. The way it visualises the data makes it easy to articulate the key insights.

What do you dislike?

It is limited to Twitter and Pinterest currentlt

What business problems are you solving with the product? What benefits have you realized?

Understanding and confirming audience passion points, motivators and preferred channels to help with comms strategies.

Affinio review by Administrator in Public Relations and Communications
Administrator in Public Relations and Communications
Validated Reviewer
Review Source

"Great Product w/ Amazing Customer Service"

What do you like best?

I love the flexibility of the product. You can upload custom lists, use boolean or specific handles.

What do you dislike?

While it's nice to custom name segments, I would prefer an auto degenerate name with the ability to adjust.

Recommendations to others considering the product

It's great!

What business problems are you solving with the product? What benefits have you realized?

Audience Insights/Audience Analysis

Affinio review by Administrator in Sports
Administrator in Sports
Validated Reviewer
Review Source

"Great way of better understanding different user segments"

What do you like best?

Very easy to use.

Very quick results output.

Visualisation of results is very intuitive

Global coverage

What do you dislike?

Takes a while to name clusters, some clusters can appear similar with no obvious difference.

What business problems are you solving with the product? What benefits have you realized?

Identify target audiences

Affinio review by Agency in Consumer Goods
Agency in Consumer Goods
Validated Reviewer
Review Source

"Decent Network Analysis Software"

What do you like best?

Quick cluster/demographic info with interesting insights on Cluster Interests and Behaviors

What do you dislike?

Limited to Twitter; not accurate representation of a social network

What business problems are you solving with the product? What benefits have you realized?

Social media clustering; tribe analysis

Kate from G2 Crowd

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