August 18, 2025
If you use Brand Affinity to evaluate users' historical engagement with your brand, you may have noticed some changes to the scoring you're used to seeing. This is because we’ve adjusted the Brand Affinity model to weigh recent user activity more heavily than it has in the past. This change was made to help ensure that Brand Affinity labels reflect your customers' engagement with an increased focus on more recent activity. The label assignments you see today should better reflect your customers' recent and current behavior.
If you have questions about this update, talk to your customer success manager.