When choosing an industry, you'll get the most relevant brands or interests based on the selected country or region.Ĭhoose up to five brands or interests using one or both of these options: When choosing your own brands, the system provides suggestions based on the selected country or region. To configure interest affinities and SoV enrichment, select Enrich my data on the Interests tile. To configure brand affinities and SoV enrichment, select Enrich my data on the Brands tile. Go to Data > Enrichment and select the Discover tab. We currently support the following country/region options: Australia, Canada (English), France, Germany, United Kingdom, or United States (English). For example, the SoV values for 'Microsoft' can be different if the selected brands are ('Microsoft', 'GitHub') versus ('Microsoft', 'LinkedIn'). Unlike affinities, SoV is relative to the brands and interests you select. The total SoV across all brands or interests for every enriched customer profile adds up to 100. Affinity score gives you more precise control. Affinity levelĭepending on the granularity you would like for measuring the affinity, you can use either affinity level or score. These values help you determine how strong the affinity is for that profile’s demographic segment, for a brand or interest, as compared to other demographic segments.Īffinity level consists of four levels and affinity score is calculated on a 100-point scale that maps to the affinity levels. On every enriched customer profile, we provide two related values: affinity level and affinity score. You can use this information to identify which brand or interest has the highest share-of-voice for a given demographic segment, compared to other brands or interests you selected. Share of voice is a comparative across your selected brands or interests. You can use this information to identify demographic segments that have the highest affinity for a given brand or interest, compared to other segments. However, each provides a different perspective to understanding your customers.Īffinity is a comparative across demographic segments. The online search volume for a brand or interest forms the basis for determining the affinity or SoV. We use Microsoft’s online search data to find affinities and SoV for brands and interests across various demographic segments (defined by age, gender, or location). This information helps you to better understand and segment your customers based on their affinities or SoV to specific brands and interests. These affinities and SoV are based on data from people with demographics similar to your customers.
Use Microsoft's proprietary data to enrich your customer data with brand affinities, interest affinities, and share of voice (SoV).
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