Blog Post:

New Platform Feature: Merge Clusters

2 minutes

Jackie Davies

Affinio just announced its newest feature: Merge Clusters! Now you can easily combine multiple audience clusters into one, and Affinio will automatically re-aggregate the data so that members all stay within the report audience but get redistributed to the delegated cluster. By combining them, you get to simplify the narrative and keep from having to distinguish minor nuances between two very similar clusters, or having to run new iterations of the same report. 

Let’s take a look at an example of when you could use the “Merge Clusters” feature. 

We ran an Affinio report to collect everyone on Twitter discussing “self-isolation” in the past 30 days, and here is how the audience broke out: 

As you can see we have two Gen Z clusters, who look very similar, in terms of their self-bio’s, demographics, and top interests: 

By combining the “Gen Z Snapchatters” and “Gen Z Instagram Queens”, we can put them into the same bracket, instead of treating them like entirely different groups. 

Here is the new audience breakout after the two clusters have been combined into one, renamed “Gen Z Social Media Queens”: 

Tip – the decision to merge clusters like these together can also be informed by the Cluster Overlap grid (found under the “Compare” tab of your report), where you can see if there is high overlap in the traits across clusters. Multiple clusters can be combined!

Don’t worry, you can always reset your audience back to its original breakout if you change your mind! 

Merging Clusters can be strategic when… 

  • looking to consolidate common clusters (and therefore creative) for look-a-like audiences to be activated in Twitter 
  • looking to start with a broader base before sub-segmenting into more granular groups 

Visit the help center for step-by-step instructions on how to merge your clusters: