Blog Post:

Measure The Distinctiveness Of Your Audience With Baselining

3 minutes

Jackie Davies

Measure The Uniqueness Of Your Audience With Baselining


Our highly anticipated Baseline feature is here! Baselining allows you to compare any two audiences to distinguish which clusters, interests, and traits are distinct to your audience. This provides you with the necessary information to determine where clusters are differentiated – and, therefore, where to focus activation, content personalization, partnerships, and much more!

A Baseline can be applied to any Affinio report, depending on your business objective. Users have the option to choose from our supplied Baseline reports or your own previously run reports to overlay context on anything – competitors, locations, new followers, personas, or categories.

Let’s take a look at a simple example: fans of the show Crashing compared to fans of the show Fleabag (two comedy series where the producer is also the main actor/actress in the show). 

Insight: Crashing has a distinct cluster of “Standup Comedy Fans” that is more relevant to their audience compared to Fleabag. (This makes sense since Crashing is a show about a young stand-up comedian living in New York)

Crashing should hone their messaging tailored to this group and target them to attract more like them to the show. 

What exactly is being compared when you use baselining?

The Baseline feature applies an audience-to-audience comparison of common traits for more context. Two different lenses are provided to nuance and score the report you are viewing against another report: (1) a general audience-to-baseline assessment of distinctiveness, and (2) a more specific cluster-to-baseline assessment of distinctiveness. 

What can you use baselining for? 

1. Study your audience against competitors to find out where the overlap is, or which clusters are more distinctly fans of your brand. Even see where they have distinct clusters you could start to target as part of your switching strategy

  • ie. Gatorade VS Powerade

2. Baseline your audience against owned assets to determine any cannibalization 

  • ie. Coke could compare their audience against their (owned) Sprite audience 

3. Compare your audience to an entire location and reveal regional opportunities  

  • ie. Nike’s USA audience compared to the entire USA audience on Twitter
  • Ie. Nike’s USA audience compared to Nike’s Canada audience

4. Determine the difference between your original audience and new followers of your brand, to pin-point the composition of emerging fans 

  • ie. you could compare an artists audience 6 months ago (after an album release) to the artist’s entire audience

5. View the audience overlap between your audience, and a potential partner’s audience, and if the partnership will grow your intended audience

  • ie. compare an influencer’s audience against a brand’s audience to see if there is a strong synergy overlap

6. See how your audience compares with a full category’s audience to identify whitespace opportunities

  • ie. compare your new comedy movie against all comedy fans or movie fans in general 

7. Baseline your brand against an entire industry’s audience to discover your competitive sweetspot

  • Ie. baseline a brand like Hulu, against everyone who follows any tv streaming subscription

8. Study your audience against an entire persona and hone in on personalization  

  • ie. View your makeup brand against an entire group of “Makeup Artists” 


Baselining is available to anyone with an Affinio subscription. For more help, visit our Help Center. 

Not an Affinio user? Request a demo down below to get started!