Linqia Launches Influencer ROI Measure

US influencer marketing company Linqia has teamed up with measurement and attribution specialists Dynata, IRI, Foursquare, Placed and Samba TV to launch an 'Intelligence Suite', assessing the ROI and ad effectiveness of influencer campaigns.

Linqia's Performance Platform serves as a social media content lab, through which marketers can test performance of influencer content and drive ROI from their paid, owned and earned media. The new Intelligence Suite has been developed in partnership with Dynata (formerly Research Now SSI) for ad creative input, IRI for sales lift, Foursquare and Placed for store visits, and Samba TV for TV tune-ins. Linqia says users can directly measure the impact of a campaign to justify their influencer marketing spend across brand awareness, ad creative impact, consideration, purchase intent, off-line store visits, in-store sales, TV tune-in and likelihood to recommend.

Linqia first selects influencers using its PerformanceMatch tool to find the right influencers to create organic content, and after the organic campaign runs the company's proprietary, AI-based content qualification system PerformanceLift determines which creative assets to amplify, based on a series of tests. When this is complete, each report resulting from the Intelligence Suite measures the effectiveness of Linqia influencer marketing advertising by using validated third party methodology; with results including metrics tied to impact, as well as insights that can be applied to other marketing efforts.

Daniel Schotland (pictured), COO of Linqia, comments: 'We are proud to partner with the category leaders in measurement, allowing brands and agencies to measure success from top funnel metrics like impressions and brand lift to bottom funnel actions including store visits, TV tune-in, and in-store purchase. Influencer marketing is no longer a niche marketing tactic or a nice-to-have on the media plan. It's now moving actual dollars for brands, and we're able to prove that with our new Intelligence Suite'.

Web site: www.linqia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.