Consumer data firm IRI has teamed up with AI technology firm Influential to launch a new product, using IRI's Campaign Conversion Feed (CCF) to link weekly purchase data and off-line conversion to ad exposures and optimise influencer marketing campaigns.
Influential taps a network of more than one million social media influencers and celebrities, and allows bespoke targeting and measurement solutions, including both online and off-line attribution, such as sales lift, TV tune-in lift and foot traffic, as well as brand lift studies. The firm has offices in Los Angeles, NYC and Las Vegas, and is a developer partner of IBM Watson.
With the new partnership, marketers can optimise influencer campaigns with the help of daily loyalty card data from customers exposed to branded content on social media and purchased relevant products on- and off-line.
Ryan Detert, CEO of Influential comments: 'Through the relationship we've had with IRI since 2017, we have worked with an amazing and dedicated team to innovate first-to-market products and tactics that have pushed forward influencer marketing with a focus on actual in-store sales, rather than any other proxy metric for sales. We're taking these innovations to an exciting new level by launching Campaign Conversion Feed on social, allowing our clients the ability to maximize the effectiveness of their campaigns through optimization in-campaign and ultimately their ad spend'.
Nishat Mehta, President of the IRI Media Center of Excellence says the partnership will 'raise the bar of innovation in this nascent and rapidly growing space'.
Web sites: www.iriworldwide.com and www.influential.co .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.