Limitations of the Affinity Index

[hasanthouhid0]

Thus, placement on site #1 will be relatively effective, and it is not worth placing ads on site #2, since the concentration of the target group on site #1 will be 1.1 times higher than on both sites as a whole, and on site #2 it will be even lower than this.

That is, in fact, there will also be non-targeted contacts on the first site, but on the second - there will be no targeted ones at all.

In this example, we calculated the affinity value based on the information we received about vp safety email list impressions and the audience that viewed the ad. When planning, these numbers are usually unknown or historical, obtained from earlier placements.

If there are no figures, then you can focus on the ratio of the target group to the total audience and take the number of HAVAL owners in relation to the number of visitors to sites No. 1 and 2 as TRP, and the ratio of HAVAL owners to the total number of car owners in the city as GRP.




This indicator quite clearly shows the number of target contacts for channel A relative to channel B. It also allows you to accurately filter out completely ineffective channels. However, it has a small nuance that you should not forget about. Affinity in advertising does not reflect the reach indicator.

For example, two channels have two calculated Affinity Indexes — 120 and 180%. If we do not take into account the reach, we can decide that it is worth placing on the second channel, where the Affinity Index is higher. However, let's look at other input data: the first channel has a reach of 1,000,000 users, while the second has 300,000. It is obvious that although the second channel will have fewer non-targeted touches, due to the small reach, we will communicate with a smaller number of our audience, while on the first channel, due to the wide reach, even with a lower Affinity Index, we will collect more target contacts.



Another limitation of the index is the need for numbers, which are often difficult to obtain even after the ad has been placed. For example, as in the case of the HAVAL owners above: even with very advanced analytics, it can be difficult to single out HAVAL owners among all the users who viewed the ad. To do this, the site must at least have end-to-end analytics configured in conjunction with the CRM, and the site must be visited through authorization.

Of course, the question of the presence of HAVAL owners among the audience that watched the ad can be answered through a telephone survey conducted after the campaign, for example, using robots from MTS Exolve, which will make it cheaper.

[yadaysrdone]

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