Local data is crucial when …
Considering where to expand a business or a brand, by focusing on the demand
Prioritizing cities or regions in which to launch next campaigns to boost brand awareness
Detecting local needs that are not yet identifiable at national level
🔎 What US counties should be set as top-priority to expand a brand of electrical repair services?
🔎 In which French departements does a retail bank lack brand awareness?
Local volume bubble map → This interactive map displays the territory that generates the highest search volume, providing insights into the areas with the most search activity.
Local affinity bubble map → This map reveals which territory shows the highest sensitivity or interest in a specific brand, topic, or product, helping to identify areas with strong local affinity.
CONCEPT OF AFFINITY
Affinity is a ratio between the volume of searches and the number of inhabitants in a country, which indicates how many searches there are per 100K inhabitants.
Example of Affinity Calculation
To illustrate how affinity is calculated and interpreted, let's consider a study on electric vehicle models across six countries. The study presents the following example:
Canada:
Total Search Volume: Consider this as the number of times people searched for electric vehicle models within Canada over a specific period.
Population: The number of residents living in Canada during the same period.
Affinity Calculation: Suppose Canada's affinity is calculated to be 155k.
Breakdown of Affinity Table
The results are typically presented in a table with four key columns:
Search Volume: The total number of searches in each geolocation.
Population: The number of residents in each geolocation.
Local Affinity: The affinity value calculated using the formula.
Affinity Rank: A percentage rank that indicates how a geolocation compares to the one with the highest affinity.
Detailed Example
Let's imagine the study provided the following data for Canada:
Search Volume over the last 47 months: 59,797,330
Population: 37,742,000
Affinity: (59,797,330 / 37,742,000) x 100,000 = 155,000.
Canada has an affinity of 155k (column 3).
Bear in mind that the 1.3M figure displayed in the table (column 1) is the average search volume over the last 12 months, not the total.
Understanding Affinity Rank: A Comprehensive Guide
Introduction
Affinity rank is a crucial indicator used to quantify and compare the geographical affinity of various countries to a reference point, typically the country with the highest affinity. This guide will help you understand how affinity ranks are calculated and what they signify.
How Affinity Rank is Calculated
Affinity rank is derived using the following steps:
Identify the Reference Point:
The country with the highest affinity serves as the reference. In this case, it is Canada.
Compare Other Countries:
The affinity of each country is compared to the reference point (Canada).
Determine Affinity Ranges:
There are ten different affinity ranks, each representing a 10% range.
1%-10%
11%-20%
21%-30%
31%-40%
41%-50%
51%-60%
61%-70%
71%-80%
81%-90%
91%-100%
Example Calculations
Let's take a closer look at how affinity ranks are assigned with some examples:
United States (US):
The US has an affinity of 142k, which is very close to Canada's affinity.
Therefore, the US falls into the 91%-100% affinity rank category.
France:
France, with an affinity of 72.6k, has significantly lower affinity compared to Canada but is roughly half of the US.
As a result, France's affinity rank is 41%-50%.
Interpreting the Affinity Rank
High Affinity Rank (91%-100%):
Countries in this range have affinity values very close to that of the reference country (Canada).
For instance, the US, with an affinity close to 142k, shares a very high resemblance in terms of affinity with Canada.
Medium Affinity Rank (41%-50%):
Countries like France fall within this range. Their affinities are substantial but not as close to the top as higher ranked countries.
France, with an affinity of 72.6k, is approximately half of the US's affinity, placing it in a mid-range category.
*Lower Affinity Ranges (1%-10% to 31%-40%)
Countries in these ranges will have increasingly lower affinities when compared to the reference country.
Key Points
Dynamic Measurement:
Affinity ranks are relative and adjust based on the highest affinity value. If Canada’s affinity changes, the ranks dynamically adjust accordingly.
Ease of Understanding:
These ranks are visually intuitive. Seeing a country in the 91%-100% range immediately suggests high similarity or connection in terms of affinity to the reference country.
Practical Application:
Businesses and analysts can use affinity ranks to target markets with higher affinity percentages, ensuring more efficient allocation of resources and marketing efforts.
Monthly local volume/affinity table → This table allows you to compare search volume or affinity over different calendar months, providing a comprehensive view of volume or affinity trends (e.g., comparing January of different years).
The table’s data is represented in the following graph (with affinity selected) :
