The Database of Affinity Can Bring Discipline To Brand Marketing

For years, brand marketers have guessed at people’s affinities from the barest of demographic, geographic, and contextual clues. We deduce that Midwestern men prefer pickup trucks and that people watching extreme sports like energy drinks, and then we spend billions advertising to these inferred affinities.

But today, we no longer have to guess. Every day huge numbers of people online tell us what they like. They do this by clicking a ‘like’ button, of course — but there are many other ways people express affinity: talking about things on Twitter and in blogs; reviewing things on Amazon and Yelp; spending time with content on YouTube (and telling us where they’re spending their offline time on Foursquare); and sharing things through both public and private social channels.

People’s rush to post their affinities online recalls another flood of data that began a decade ago: the explosion in online searches. John Battelle once described the data created by search as the “database of intentions,” which I’d define as “a catalogue of people’s needs and desires collected by observing their search behaviors.” In the same way, the result of all these online expressions of “liking” has created the “database of affinity,” which Forrester defines as:

A catalogue of people’s tastes and preferences collected by observing their social behaviors.  

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