NIQ Partners for Creator Marketing Measurement

Consumer intelligence company NIQ has announced an alliance with WeArisma, a creator marketing measurement and optimization platform for brands and agencies. The deal promises advertisers worldwide a better understanding of the impact - including sales - of paid and organic influencer marketing.

WeArisma combines AI-powered image, video, text and audio recognition technology with influencer marketing and social listening capabilities to offer users a 'comprehensive' influencer marketing and social intelligence platform. The firm says it reveals 'the complete spectrum of brand impact across social media, including the vast majority of untagged, organic mentions that occur outside paid partnerships.'

The collaboration combines this with NIQ's data assets and expertise in outcome measurement. Features will include modular solutions to effectively measure, optimize and plan investments, including hard-to-measure organic creator content; incorporation of WeArisma's creator campaign metrics into NIQ's Marketing Mix Models; and customized engagement models, including managed service support and self-serve platform access.

Jason Tate, GM of Marketing Effectiveness at NIQ, says the partnership 'strengthens [NIQ's] position as industry leaders in quantifying the impact of an increasingly important marketing channel around the world.' Jenny Tsai (pictured), founder and CEO of WeArisma states: 'For too long, marketers have been unable to attribute the impact of creator marketing on brand equity and sales performance, leaving a major gap in full-funnel measurement. We are thrilled to combine forces with NIQ to solve this challenge and enable marketers to get the greatest impact from every dollar spent on creator marketing.'

Web sites are at www.niq.com and www.wearisma.com .

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