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

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

The best design always features a minimalist approach to the use of color. Many designers are tempted to use many different colors but us...

Jose Salas

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

E-mail automation is a wonderful thing, especially for digital marketing. It's interesting to see how these tools are becoming more and m...

Claudia Evans

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

Machine learning represents the future for digital marketing. I'm glad that there are strides being made in this direction and that even ...

Claudia Evans

Looker eyes benefits of machine learning to connect with customers

Read more

I read you post full. It's really good .

Yusuf

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

Latest Podcast

More podcasts

Sign in