Social Soup and Quantium partner to measure influencer impact on sales

Pair claim first-of-its-kind data analytics deal

Social Soup claims it's become the first influencer marketing agency in Australia to offer in-store sales measurement of its activities after striking up a partnership with Quantium.

In a statement, Social Soup said partnering with the data analytics agency will allow it provide greater clarity on the change in behaviour of social influencers as well as how these individuals are driving actual sales conversion.

The deal sees Quantium matching its own aggregated and anonymised sales data to the behaviour of Social Soup’s influencer base in order to monitor their impact over a set timeframe.

The pair said the partnership comes after a successful pilot of a campaign carried out by Social Soup on behalf of PZ Cussons brand, Morning Fresh. Social Soup has been around for 10 years and unites a number of brands with its 165,000-strong influencer community, including Unilever, Nestle and Optus.

“This new methodology means we can reliably track the behaviour of our social influencers and how that translates to driving sales in store,” Social Soup’s CEO, Sharyn Smith, claimed.

“As a leader in the influencer marketplace, we are showing how measurement should be tracked and proving what we do works to drive real sales impact for brands in addition to delivering valuable insights to brands.”

Smith said the agency is also looking to rollout a new technology to execute and manage campaigns through an app.

“We are excited to be partnering with Social Soup in delivering yet another measurement solution which helps advertisers understand how their marketing investment is driving an impact on in store sales,” added Quantium’s senior leader for media, Lawrence Puang.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

What is your opinion about chatbots serving your customers? My belief is bots are going to be the future of customer service and fulfilme...

Giridhar Prathap Reddy

NAB taps power of AI chatbots for business customer service

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Deloitte TMT Predictions: AR and mobile crucial for marketing success in 2018

Read more

Hi there! Thanks for this interesting article! I love to read about new technology and software that makes our lives easier. I'm looking ...

Julia Summer

Wartsila overhauls Web platforms to create ‘seamless’ brand experience across all devices

Read more

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Latest Podcast

More podcasts

Sign in