You can use the Insights API to return heatmap data that shows the concentration or dispersion of signal for an entity across geographic locations. Heatmap data reveals geographic patterns in taste and popularity across different areas.

Key Features and Benefits

Qloo's heatmaps give you a clear read on geolocational data:

• Measure Entity Presence: Get location-level scores for the signal of a specific entity in a given area. This enables you to identify areas with a strong presence or preference for the entity.
• Identify Hotspots and Trends: Identify hotspots where the entity's affinity score and affinity rank are highly concentrated and discover emerging trends or patterns across different geographical locations.
• Make Informed Decisions: Use heatmap data to inform decisions about marketing strategies, location-based targeting, and understanding audience preferences in specific areas.

How It Works

A heatmap request returns a set of geographic points, each mapped to a geohash. Each point includes pre-calculated scores for the entity, including affinity score (affinity), affinity rank (affinity_rank), and popularity (popularity). Together, these scores describe an entity's relative strength and popularity in each location, so you can see where interest in the entity is concentrated or dispersed.

Affinity Score (affinity)

This compares an entity to other entities within a geographic location, both locally and globally. The affinity score provides a normalized measure of how much interest people in a specific location have in an entity, compared to other entities with signals in that area. This helps assess the relative level of interest across different locations from both a local and broader perspective.

Popularity Score (popularity)

This percentile score reflects the entity's popularity within the geohash, indicating its signal density relative to other entities in the same location.

Affinity Rank (affinity_rank)

This measures how well an entity, such as a brand or product, performs relative to itself across locations in the area of interest. Affinity rank helps identify where that entity overperforms or underperforms geographically, making it useful for comparing the entity's relative strength from one location to another.

Per-Signal Scores

Each point also includes an affinity score and affinity rank for each type of signal in your request, so you can see how each signal scores on its own. These fields are named after the signal type. For example, a request with a brand entity and a demographic signal returns entity_brand_affinity, entity_brand_affinity_rank, demographics_affinity, and demographics_affinity_rank alongside the overall affinity and affinity_rank.

Interpretation

The API returns scores, not colors or a rendered map. Each score is returned separately for every point, and you choose which score, or which combination of scores, to plot. For example, plot affinity to see where an entity stands out compared to other entities in each area, or plot affinity_rank to compare the entity's strength from one location to another.

For request parameters and a sample response, see Heatmap Insights.