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
Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.
The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.
In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...
Vanessa Skye Mitchell
DNA-based marketing: The next big thing?
RIP holden
Max Polding
Marketing professor: For Holden, brand nostalgia ain’t what it used to be
Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.
David Andersen
DNA-based marketing: The next big thing?
Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...
Dotz Web Technologies
Predictions: 9 digital marketing trends for 2019
So who then is correct? The Research or The skilled Digital people.
Anene
Report reveals Australia faces digital skills shortage