AffinityAnswers is the creator of the industry’s first platform for predictive branding.

Predictions are achieved through proprietary mutual affinity algorithms that measure active social engagement data across 60,000 brands & 400 million people worldwide.  Brands, agencies & ad tech companies use our platform to go beyond standard “look-alike” audiences and discover & activate higher performing “act-alike” segments for programmatic, social, or TV advertising.  Founded in 2005 and headquartered in Austin TX, AffinityAnswers has offices in New York City, Chicago, Los Angeles & Bangalore.

Discover your brand’s affinities now with our free ActivationPlanner tool!

  1. book The AffinityAnswers Story

    by Sree Nagarajan, Founder and CEO

    Managing the marketing and analytics product suite for a CRM company in early 2000s taught me the value of customer data and the wonderful things you can do with it. So, I was fascinated when MySpace launched in 2004. The same consumers who were reluctant to say a few things about themselves in a survey, would share many things about themselves in a public profile. This led me to identify an opportunity to start a company aggregating and analyzing these attributes, and ultimately deriving insights from them for the benefit of businesses and consumers.

    The asset we built was an understanding of how consumers express affinity to things they care about, in social networks; we identified which behaviors were signals and what was pure noise. For example, friending was a signal when MySpace started. It became mostly noise by 2007 when every major artist had millions of friends. This allowed us to predict that Likes and Follows would also suffer a similar fate among Facebook and Twitter users.

    A second finding was that that the affinities of any given brand always aligned to the most popular pop artists, which provided little distinguishing value.  An inspiration from a client study led us to the solution to this problem.  We analyzed whether Lady Gaga fans cared about the specific client brand in question. We called this reciprocal affinity. Combining it with forward affinity (i.e., brands’ audience’s affinity to Lady Gaga) produced what we called “mutual affinity”. This led to us filing two patents and eventually branding the metric as TrueAffinity.

    Around 2010, Facebook and Twitter started providing public business pages, enabling us to aggregate fan intelligence for brands from those pages, focusing on behaviors that were active – such as photo/video posting, commenting, re-tweeting or replying. It also allowed us to expand into other forms of entertainment such as TV shows, movies, sports and celebrities, ultimately leading us back into brands.

    A chance meeting and opportunity with the CEO of BlueKai (now Oracle Data Cloud) enabled us to apply the power of social affinity based modeling to 3rd party cookies to extend the reach of activation audiences. This partnership allowed us to expand beyond social into display, video and mobile.

    The intelligence pulled from social affinities also allowed us to provide insights and measurement to many clients. Pepsi at that time was looking to decide on the right artist to sponsor among Nicki Minaj, Katy Perry, Beyonce and Lady Gaga. Our analysis showed Nicki Manaj was their best choice based on her mutual fans with Pepsi. Pepsi went ahead and sponsored her, and saw the percentage of Nicki fans engaging with Pepsi double over the following six month period. This helped us realize the power of using mutual affinity for measuring branding effectiveness.

    Affinity Answers now has activation, planning and measurement as its key offerings, all powered by our TrueAffinity metric. Our vision is to evolve TrueAffinity to be the branding / activation standard across any media, driving a virtuous cycle of efficacy for branding.

    Sree Nagarajan, Founder and CEO, Affinity Answers

Leadership Team

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Sree Nagarajan
CEO

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Sree is a software engineer by training. His previous experience includes product management, professional services, and field sales roles in various enterprise software and services companies. Early in the evolution of social networks, Sree was fascinated by how much emotional affinity data becoming publicly available. His passion for marketing analytics and the emergence of this social data led him to found AffinityAnswers with a mission to aggregate this information and make it useful for content and brand marketers.


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Scott Turner
Chief Revenue Officer

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Scott has spent 33 years working in the syndicated research business, focusing on local market TV & Radio audience measurement during his time with Arbitron and National TV & Magazine measurement during his time with GfK MRI. He understands the Media industry needs to move beyond the silos that have been built around specific activation channels and focus on the entire consumer experience. Scott graduated from Southern Illinois University @ Carbondale and has done post-graduate studies at the Booth School of Business – University of Chicago and at the Players Workshop of the Second City.

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Mahesh Narayanan
VP Product

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Mahesh has an inquisitive nature about pretty much anything involving technology. Mahesh is known for his infectious enthusiasm and his drive to delight customers. He brings over 20 years of software experience building products in email marketing and search marketing at Yahoo! and Mahindra Satyam. Mahesh has a Masters in Computer Science from Iowa State University, in addition to being an IIT Mumbai graduate.

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Shawn Rutledge
Chief Data Scientist

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Shawn Rutledge is an accomplished machine learning practitioner with over a decade of experience building analytics solutions across verticals as diverse as financial services, travel, and social media. He joined Affinity Answers as Chief Scientist in 2015. While he has served as a technology executive for IBM, First Data, and Expedia, he is most at home in the startup environment and has been a principal contributor, leader, advisor, and angel investor to more than a dozen Seattle area startups. Shawn holds a bachelor’s degree in Computer Science and has completed graduate coursework in Statistics at Stanford.

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Cory Ferreira
VP Business Development

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Cory has spent his career helping marketers predict the future with technology. Harnessing the power of big data sets has long been a fascination of his, which he has explored in many different business contexts, first as a brand manager for a leading test prep company, and then as a strategic channel lead for Nielsen’s joint venture with Catalina Marketing, Nielsen Catalina Solutions (NCS) where he managed some of the company’s most high profile digital clients. Cory holds a degree in Marketing, Communications, and Writing from Syracuse University.

Board

Pradeep Singh
Chairman, Aditi & Founder, Talisma
Pradeep founded several companies – Aditi Technologies in 1994, which spun off Talisma a CRM software provider which was sold and then Aditi Staffing.. He now serves as CEO for VidyaNext an online education provider in India.. Prior to VidyaNext and Aditi, Pradeep held several management positions at Microsoft, including GM of the Windows 95 Mobile Services, Office Excel, and Encarta groups.

Jack Klues
Retired Chairman, Vivaki
Jack is widely regarded within the global media industry as a true visionary. From founding VivaKi within Publicis Groupe in 2008 as a means to provide best-in-class solutions across all screens, technology and media; to expanding the reach, research, tools and executive development within Starcom MediaVest Group and ZenithOptimedia as chairman of Publicis Groupe Media, Jack has been a key architect of digital development and transformation for Publicis. In his storied 35-year career, Jack has earned numerous industry honors, including Media Person of the Year from the Festival of Media, Mediaweek’s Media Director of the Year and an Advertising Age Media Maven.

John Bess
Former General Manager, Procter & Gamble
John brings incredibly deep expertise in branding and consumer behavior from his executive role as a VP/GM overseeing some of P&G’s largest US and global businesses. His passions include innovation and developing transformational business strategies.

Advisors

Damon Burrell
SVP Consumer Engagement, The Estée Lauder Companies Inc.
At Estée Lauder, Damon is responsible for advancing consumer engagement capabilities to enable seamless consumer experiences across all touchpoints and channels. Previously, at Nickelodeon and MTV, Damon led many successful marketing initiatives in the areas of marketing strategy, agency relationship management, digital and traditional media integration, and content syndication. Damon began his career on the agency side with leadership roles at Agency.com, DDB and Ogilvy.

Sam Decker
Co-Founder & Executive Chairman, Clearhead & Co-Founder and Chairman, Mashbox
Sam’s experience spans two-and-a-half decades, for startups and Fortune 50 companies across roles in marketing, product development, business development, and chief executive leadership. Sam was founder and CEO of Mass Relevance, prior to the company merging with Spredfast in 2014 to become the world’s largest social marketing company (Sam now serves on the Board). Prior to starting Mass Relevance, Sam managed Dell’s consumer web site, growing online revenue to $3.5B, and then served as the founding CMO for Bazaarvoice. Today Sam is a company growth advisor, angel investor, and board member.

Our Values

Three evergreen values, inspired by successful leaders, guide our work, relationships and interactions.

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At AffinityAnswers, we believe we will be successful if we deserve to be successful. That means a combination of hard and smart work.

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Deserved success will come much quicker from a team that is doing what they love. We want Engineers who love to build, Salespeople who love to close deals, Marketers who love to tell a story… We see passion as a predictor of success.

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Deserved success will come much quicker from a team that is doing what they love. We want Engineers who love to build, Salespeople who love to close deals, Marketers who love to tell a story… We see passion as a predictor of success.

Careers

Our diverse company is built with people and advisors who align to these values. We’re growing and have sales, account management, product, engineering and media planning needs — but smart and committed people of all types are welcome to apply.  Feel free to contact us at careers@affinityanswers.com if you are interested in opportunities at AffinityAnswers.  Please include a link to your LinkedIn profile.

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