Where is the affinity index used?

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Why is the conformity index needed and what does it affect?
The coefficient indicates the representation of the business audience in the selected channel or market segment. The need to calculate it arises when the marketer needs to answer the questions "Will the advertising campaign be effective?", "Is the pool of promotion channels formed correctly?", "Will the product sell well at a particular point of sale?". In this case, the coefficient will help to predict the results of the chosen strategy.

Another large group of tasks, when it is necessary to refer to the calculation of the compliance index, is related to the vp security email list assessment of the effectiveness of already conducted advertising campaigns. In this case, it is used to understand what was the share of target touches from all contacts during the advertising campaign in a particular channel.



In other words, the compliance index is needed both for forecasting and for evaluating implemented strategies. It affects the potential effectiveness of advertising efforts and the subsequent return on investment in advertising.


Calculating the affinity index can be useful for everything from reach media advertising to category management. Below is a brief overview and examples of each application.

Advertising
The calculation of affinity in advertising is used when planning media campaigns: when a marketer needs to determine the sites on which placement will allow reaching the largest number of the target audience.

For example, a company plans to launch an advertisement for baby diapers. A marketer considers placing the ad on television and chooses between broadcasts in several programs.

All of them have approximately the same audience reach and similar ratings. However, some of them are watched mainly by mothers with school-age children, while others are watched by older viewers. Calculating the affinity index for the audience of each program will allow you to correctly select the platform where the share of the target audience, namely mothers with children, will be the highest.