Skip to content

The Brand Affinity Data Asset

Introduction

Cuebiq makes available, through the Snowflake Marketplace, a number of aggregated Datasets build upon the Mobility Data found in the Cuebiq Data Platform. The Brand Affinity Data Asset contains a county by county ranking of brands seen with the highest level of loyalty from users resident in those counties.

This mobility-based dataset measures loyalty based on retail-based footfall visitation patterns. For each county listed, this Index lists the top five brands by customer loyalty amongst devices that reside within the given county. Affinity is provided as a 0–1 Index indicating relative strength within that county-month cohort (1.00 = strongest for that County in that month). Brands are not constrained by locations physically present in a given county, to account for cross-border visitation.

Targeting users who have actually visited specific locations or points of interest is a powerful way to improve ROAS for marketers. That’s because physically going to a location demonstrates true intent and engagement. The Affinity by County index identifies which brands have the strongest customer engagement, loyalty and propensity to visit in specific geographic markets. This enables precise audience targeting and competitive intelligence for location-based marketing campaigns.

Data availability

While not available through the Core Data Assets within the Cuebiq Data Platform, this dataset is avilable for users to receive directly from the Snowflake Marketplace.

The aggregated results available through the Markerplace are a single month snapshot across the United States.

Table overview

The data columns include:

  • County FIPS: FIPS code for the panel of devices residing within a county
  • Month/Year: Month and year for which the index is generated
  • Brand name: Individual brand names for 5 highest-affinity brands per county
  • Loyalty Index: Individual brand affinity index (from 0–1), based on visit frequency and recency, for 5 highest-affinity brands per county
  • Brand Rank: Brand rank (1-5) for the given brand within the given county

Example Use-Cases

Accelerating Advertising Revenue Prioritize counties with the highest brand-affinity to shift budget toward markets with the greatest conversion propensity and improve return on ad spend during campaign planning. Consider pairing with Cuebiq’s attribution measurement reporting to validate lift post-flight.

Audience Activation Use county-level brand-affinity scores to build/seed activation audiences in the markets where loyalty is strongest. Cuebiq can also provide thousands of custom behavioral audience segments to extend or refine activation strategies.

Audience Segmentation Segment consumers by geography and brand loyalty using monthly indices and the top-five brands per county to tailor creative and bids by market. Cuebiq can also provide custom behavioral audience segments to extend or micro-target priority cohorts.

Foot Traffic Analytics Leverage mobility-derived visitation patterns to see where loyalty concentrates by county and how it shifts over time, informing geo-targeting and budget allocation. For store-level analyses, pair with Cuebiq’s store-level footfall data.

Location Data Enrichment Enrich first-party CRM or market data with county-level affinity signals to guide geo-expansion, audience prioritization, and media mix decisions within campaign planning workflows.

Market Analysis Compare brand loyalty by county to identify competitive strongholds and whitespace, then align territory focus, spend levels, and share-of-voice targets accordingly. Use Cuebiq’s attribution measurement to track whether reallocation drives incremental outcomes.