NOTE
Brand Affinity Insights is currently available in beta. For more information, talk to your customer success manager.
The Brand Affinity scores that are generated for each user in your project provide you with insight into how engaged they are with your brand, and when you want a more holistic view of that data, Brand Affinity Insights, enables you to:
- View Brand Affinity scores across all users.
- See how Brand Affinity scores have changed over time.
- Examine specific details about each affinity group and how users are moving across groups.
# In this article
# Reviewing Brand Affinity Insights
To view how your users' affinity scores are trending over time, along with details about each affinity group:
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Go to Insights > Intelligent Insights to open the Brand Affinity Insights page.
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At the top of the page, filter data about users' Brand Affinity scores to display for the past 30, 60, or 90 days. A 30 day view may allow you to focus on the impact of a specific campaign, while a 90 day view may help you evaluate users' affinity for your brand more broadly.
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In the Trends Over Time chart, view your users’ affinity scores over the selected period of time.
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Use the bar chart to understand how the ratio of affinity scores in your project has changed over time.
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In the summary cards, view the affinity group that gained and declined the most for the selected period. When the Biggest Gain is to Loyal or Positive users, you might infer that your marketing efforts are positively impacting brand affinity among your users, while a value of Neutral or Negative might be a sign that users are engaging less with your brand than they have in the past.
You can also view the total number of unscored users in the summary, which reflects the users don't yet have an affinity score because they don't have enough messaging or engagement data. See Understanding Unscored Users.
NOTES
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You can filter the Trends Over Time view to display data by percentage or by count, and you can hover the bars in the chart to view exact values.
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To export the data used to generate the Trends Over Time view to a CSV file, click Export.
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In Breakdown by Affinity, click the tab for the affinity group you want to view.
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At the top of the tab, view the total number of users in the selected affinity group, along with the number and percentage of change in this affinity group for the selected period of time.
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In Engagement Overview, view key metrics for this group of users, including total sends, opens, and clicks.
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In User Movement, view which affinity groups users moved from, how many users have remained in the selected affinity group, and how many users have left to another affinity group.
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In Contributing Factors, view the campaigns that contributed most to movement to this affinity group so you can identify campaings that are using strategies that you may want to repeat or modify. Also view how different channels are contributing to movement, so you can focus your effort on either improving underperforming channels or on expanding the impact of those that are performing well.
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# Understanding unscored users
View the data reported on the Unscored tab for for insight into why users in a project might be unscored.
Users who are new to project won't have a Brand Affinity score until they engage enough with your messaging to generate one — this is to be expected. However, if users are unscored because they're not receiving messages (perhaps because they've unsubscribed or have not been active), or because they've moved from another affinity group to Unscored, action may be needed. In this case, you might review the following information in Brand Affinity Insights:
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Which users became unscored in the selected timeframe, and what their previous score was.
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Which users have remained unscored over the last 30, 60, or 90 days.
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Key metrics, including send skips, delivery rates, bounce rate, and unsubscribes.
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The top unsubscribed channels and message types to see if there's a particular channel or message type that users are unsubscribing from at a higher than expected rate.
# Want to learn more?
For more information about some of the topics in this article, check out these resources. Iterable Academy is open to everyone — you don't need to be an Iterable customer!