Save or Share this Report

For B2C Marketing Professionals

How To Exploit The Database Of Affinity

And Why Google, Not Facebook, Will Dominate Affinity Marketing

April 15, 2013

Primary author headshot

Authors

Why Read This Report

Every day, huge numbers of people tell us what they like by voting for things, talking about things, reviewing things, and engaging in other online social interactions. All these behaviors add up to what we call a "database of affinity": a catalog of people's tastes and preferences, collected by observing their social behaviors. This pool of affinities is the Holy Grail for powering more-accurate brand advertising. But building a database of affinity won't be easy. This report details what will be required to turn all this information into something that's valuable to marketers; explores which vendors are most likely to build a usable database of affinity; and considers what the database of affinity means for marketers.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Your Customers Are Trying To Tell You What They Like
  • Brand Marketers Will Embrace The Database Of Affinity
  • Unlocking Affinity Will Require A Lot More Than Just Data
  • The Database Of Affinity Will Emerge In Four Stages
  • WHAT IT MEANS

  • The Database Of Affinity Will Change Brand Marketing Forever
  • Supplemental Material
  • Related Research Documents

Recommended Research