Name: NOW Affinio
Author: NowVertical Group, Inc

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NOW Affinio is a social intelligence tool designed to segment, analyze, and understand any audience. It is a solution for businesses of all sizes and is used by marketing professionals, advertising agencies, PR and communications teams, market researchers, and brand managers. According to the vendor, NOW Affinio unlocks meaningful patterns and relationships across social data, allowing users to gain valuable insights into their target audiences.

## Key Features

**Segment, Analyze, and Understand Any Audience**: Powered by graph analytics, NOW Affinio claims to enable users to unlock meaningful patterns and relationships across social data, potentially helping them understand and visualize audiences through shared interests and affinities.

**Affinio Express Queries**: Users can supposedly get high-level audience sizing, overlaps, and affinities instantly with Affinio Express Queries. This feature may help gauge whether further segmentation is necessary by providing a detailed clustering report.

**Uncover Full-Picture Audiences**: NOW Affinio aims to go beyond active social media users by surfacing insights about social users who consume content but don't actively post. This feature may help users understand the bulk of social users and their interests.

**Scalability and Global Reach**: NOW Affinio claims to have the ability to slice audiences from more than 1 billion unbiased global profiles, potentially offering scalability unmatched by surveys. Users can proxy any persona for audience analysis, according to the vendor.

**Easy-to-Use Process**: NOW Affinio aims to simplify the audience exploration process by allowing users to decide on the social audience they want to explore. The tool collects and segments the audience based on shared interests, and users can easily scan and visualize insights through an interactive platform. These insights can then be used to build data-driven marketing strategies.

**Hyper-Targeted Audience Segments**: Leveraging the Audience Intelligence platform, NOW Affinio claims to enable users to understand communities through interests, affinities, and content consumption. This feature may allow for personalization at scale, potentially aiding in winning new client pitches and understanding existing or prospective audiences.

**Crisis Communications Management**: NOW Affinio aims to help users manage PR crisis communications by providing insights into the online buzz. Users can assess whether the buzz is concerning or just media noise and potentially tackle issues with factual information.

**Faster, Smarter, and More Visual Marketing Strategy**: Accessing audience intelligence through NOW Affinio may enable users to create better personas, conduct competitor analysis, select appropriate media channels, and identify influencers. This feature may help optimize campaigns and discover hidden insights, while also allowing users to benchmark their brand against competitors, general personas, media targets, or their owned portfolio.

**Partnership Insights for Business Development**: NOW Affinio claims to provide valuable insights to help users build brand partnerships and gain an upper hand in new business opportunities. Users can potentially identify co-promotion opportunities, micro and macro influencers, ad sales prospects, and potential business acquisition targets.

**Understand Any Audience with a Few Clicks**: NOW Affinio claims to allow users to easily run analysis on any audience on Twitter, collecting and segmenting the audience into clusters. The tool presents insights in an easy-to-understand dashboard and delivers reports within 1-2 hours, potentially saving time and cost compared to traditional research methods.

NOW Affinio, from NowVertical, is a marketing strategy platform that helps marketers better connect with people using rich interest and affinity data. Using machine learning, Affinio reveals naturally-forming behavioral-based segments in consumer data sets.

Audiense is a social marketing platform focused on Twitter analytics. The company and product was formerly called SocialBro, and rebranded in 2015. Capabilities include social listening, social marketing, and Twitter advertising.

Audience Insights

Twitter Marketing (formerly Socialbro)

Synthesio, an Ipsos company (acquired 2019) offers social monitoring and engagement tools. Synthesio competes with major listening vendors like Radian6 and Sysomos.

A point of differentiation is that Synthesio offers a mix of technology and human analysis. In their view, human analysis is required to validate and interpret the data.

Customers are large, particularly French, brands.

Synthesio

Ipsos Synthesio

NOW Affinio

Audience Intelligence

NowVertical Group, Inc

TrustRadius is a technology and business research firm based in Austin, Texas. The company is known as a review platform for verified B2B technology and software reviews through a proprietary algorithm and human verification.

TrustRadius

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NOW Affinio

Overview

What is NOW Affinio?