What is Brand Affinity Data & How to Use It
Brand Affinity Data (often related with brand loyalty) is information about a customer’s relationship with a brand and the brand’s product(s). It gives insights on topics such as customer satisfaction, possible referrals, and likelihoods of a customers sticking with specific brands or companies. This data type, for example, can be used to help in planning customer loyalty and retention programs.
What is Brand Affinity Data?
Brand affinity is an important metric that tells about the relationship of customers with the brand. It typically gives valuable insights into the key areas like possible referrals, customer satisfaction, and the possibility of customer engagement with a particular company.
Every business tycoon or digital marketer knows how vital brand affinity data is. It helps the brand to enhance its customer service, marketing, content strategy, and products. Remember, a strong emotional bond with customers ensures how long they will engage with your brand. Thus, by clearly defining your brand personality, understanding your audience well, and sending them a clear message is the key to building a powerful bond with your customers and extract valuable information from them. Here are the vital things to know about brand-customer connection data and how you can drive more customers and leads.
Remember, when it comes to your brand; customers usually follow a three-step process:
a) Brand Awareness
Your main goal is to make more and more people across the globe familiar with your brand. Do not fear to spread your powerful words. This includes your brand design, brand name, and more.
b) Brand Loyalty
When customers purchase from your brand, this is a golden chance for you to collect data on brand loyalty. Remember, if they find your products valuable and worth, they will surely return for more purchases. So take the things one level up when they come back.
c) Brand Affinity
Brand Affinity goes beyond selling just your services and products. Make your target customers feel that you care a lot about them, and you have a genuine bond.
For example, with in-bound marketing models, you lure leads, turn them into regular customers and finally motivate them to become advertisers for your product.
Who Uses Brand Affinity Data and How?
Nearly every digital marketing strategy employs the use of brand engagement data.
Building brand affinity is one of the most potent strategies that businesses use to expand their business exponentially, build brand awareness, and solidify their customer base. Brand affinity metrics typically send businesses alerts about drops in loyalty. This helps them fix this problem before it’s too late by running a targeted retention campaign amongst your customers.
Marketers also use brand affinity marketing strategies to build a meaningful relationship with customers. They usually create eye-catching and useful content with the aim to impact their overall perception and emotions positively. It helps them gain a more positive impression and conversion fast.
What are Typical Brand Affinity Attributes?
Brand affinity data attributes refer to the emotional association assigned to the brand by its customers. They are the numbers that can be measured in a dataset to define the overall essence of the brand. Different brands can leverage to craft unique attributes under diverse tiers like gold, silver, and platinum, depending on their industry and customer’s behavior.
Remember, the more you know about the following attributes, the better you will connect with your customers.
Here Are the Common Brand Affinity Attributes:
a) Engagement Statistics: Social media shares, comments, and likes
b) Awareness Statistics: Type of mentions (positive/negative), total number of brand mentions on social media
c) Brand Growth Statistics: Number of people returning to your business, time spent by each user, number of clicks by users, bounce rate
d) Customer Statistics: customer name, age group, gender, loyalty level, propensity to buy
How is Brand Affinity Data Typically Collected?
There are numerous ways to garner brand affinity Data. You can also use advanced third-party tools to get a detailed view of your fan base. Dig into the following platforms to evaluate the time spent by each user with your content.
- Google Analytics
- Facebook Insights
- YouTube Analytics
Email address is also a great way to track the number of people returning to your business app or website and other crucial data. Alternatively, take into account the positive mentions of your brand for better brand building. Remember, more shares of your content, affirmations, and positive recommendations all indicate strong brand affinity.
With the help of NPL technology, you can scrape social media discussions associated with your products or services. You can even get important details about purchase transaction frequency from reliable bank data providers in your area.
How to Assess the Quality of Brand Affinity Data?
We know that high-quality digital brand affinity data of the target audience can make a significant impact on the performance of our marketing campaign and help us reach our goals faster. High quality data refers to insights which are relevant, meaningful, and fresh. Moreover, quality data boosts our KPIs in no time and strengthens the relationship with our customers.
Here is the easy process you can follow:
- Research and understand raw data sources and collection techniques of your data provider.
- Request for customer testimonials
- Ask for a sample dataset from the data provider. It will help you check the data deeply and find out whether it’s worth it or not.
How is Brand Infinity Data Typically Priced?
A robust pricing model makes a positive impact on the brand affinity of your business, and setting the price of your data products will be one of the most vital decisions to make to stay ahead of your rivals. Here are the different pricing models:
Subscription: Subscribe to the data provider and access API and updated datasets regularly.
Pay per larger batch: If you want, you can make a one-time payment for each batch of datasets.
Custom quotes: Explain your special needs to your data provider. The data provider may offer varying pricing models depending on varying needs.
Main issue with Brand Affinity data
Protecting Confidential Data
Privacy of the user sensitive data is one of the major critical concerns for all business enterprises. They are constantly facing a security breach. Important information gets lost, and reputation can be ruined quickly.
Regardless how likely is it to happen, preventing a cyber-attack is almost impossible. So the only thing that the business can do is to lower the damage by implementing specialized approaches towards data management. Data management against cyber risk is a topic of its own.
What to Ask Brand Affinity Data Providers?
Whether you are an agency or brand interested in assessing new data sources, it is important to carefully access different affinity data vendors for better accountability and quality. Here are the key questions that you can consider asking:
- What are the data collection methods?
- What different sources does your provider use?
- What are the key identifiers for this data type?
- How often is the data provider’s database updated?
- Can the dataset be integrated with your current business technologies?
- Can your data provider send you a data sample?
In this tech-savvy world, customers remember only emotive brands. So every business owner must know how to use emotions to strengthen your bond with the target audience and grow their business fast. One of the excellent ways to achieve your goals is to understand how people connect with your brand. By knowing what particular group of customers is interested in, you can display your advisements products as they want and use their Feedback and behavioral data to understand your bond with customers better.