Frequently Asked Questions

Yes. Our model is called TrueAffinity. Our model is based on pseudonymized engagement data collected from social networks between people and the brands, celebrities, shows, movies, and all other entertainment they love.

Our data is collected by capturing the positive pseudonymized engagements (both likes and comments) between people on social media and the content posted by over 70,000 brands, TV shows, movies, and other media and entertainment properties. We do not use overall page likes to train our model as we have proven them to be an inaccurate indicator of affinity.

Our modeled data is refreshed every 13 weeks.

Our segment data is refreshed every 30 days.

Yes. Our TrueAffinity model is created using only positive engagements between people and the brands, celebrities, shows, movies, and all other entertainment they love. This includes net neutral to positive comments on posted content, along with likes and retweets.

We collect the data for our model from public brand and celebrity content posted across Facebook, Instagram, and Twitter.

We use social data to understand the affinity between people and the brands, celebrities, shows, movies, and all other entertainment they love. We track pseudonymized IDs of people as they engage with their favorite things across social networks. This data, along with data collected from over 550MM additional pseudonymized IDs around the world, is analyzed using collaborative filtering to understand the relationship and positive affinities between people and brands. This creates our Act-Alike model called TrueAffinity, that can accurately predict, if a person has declared interest in certain things, they will most likely have intent towards another set of other things. Our model has been proven to be a more accurate indicator of future purchase intent than leading past-purchase audience providers.

We say “a purchase is fleeting, but love is forever”. This tongue-and-cheek sentiment attempts to channel renown marketing professor Byron Sharp and the work done by the Ehrenberg-Bass Institute for Marketing Science. Past-purchase is proving to be a lesser and lesser predictor of future purchase intent as overall brand and product loyalty continues to decline. So as a strategy, it is fleeting. New customers are vital to any growth or maintenance strategy as the “customer bucket” will continue to leak medium and heavy buyers over time. Light buyers have never been more important and identifying those most likely to switch is the key. Affinity is the best way to identify those most likely to be interested in switching or trying new products, TV shows, Movies, etc.