19DECEMBER 2020marketing program. As Influencers created Instagram and Blog content sharing their laundry challenges as parents, Inmar measured the impact on in-store sales throughout the campaign's duration. Sales across this brand in test regions were up $233K when compared to control stores, resulting in a 3.1X ROAS for the client. In addition to its retail sales lift analyses, the company also offers a variety of other measurement solutions like brand sentiment analysis, inventory impact analysis, and foot traffic studies. What sets Inmar's Influencer platform a notch above the rest is its ability to use data at each step of the campaign instead of just measuring the post-campaign results. "We examine dozens of data points to determine the optimal conditions for our clients' campaigns, and prescribe the most informed solutions for their unique challenges," says Leah. Using its PrescriptiveIQTM insights engine, Inmar helps plan content themes, uncovers unique audience characteristics, and determines the best time for content to go live. Further, using its Influencer FitScoreTM matching algorithm, the company helps marketers to find and select the right influencers. The matching tool takes into account brand fit, geographic/demographic fit, past performance, reach, and audience demographics.Inmar is also smart about how they amplify influencer content. By analyzing tens of thousands of influencer posts the company came to the conclusion that, on Instagram specifically, only around 10- 20 percent of an influencer's followers actually see their content. This influencer buying model ensures that clients are never wasting their dollars on followers who'll never see the content, instead, they are paying only for actual, verified views of organic content in its native environment.They are also working on pioneering other influencer and media measurement tactics. "In partnership with Facebook, we are leveraging our ShopperSyncTM data platform to feed Inmar's first-party purchase data into the platform allowing our clients to amplify influencer content and social ads to known shoppers," states Leah. The next step in that partnership will be focusing not just on targeting known purchasers but providing closed-loop attribution reporting for participating retailers and brands. "This holy grail suite of targeting and attribution capabilities means brands can, for the first time, ensure their Influencer campaigns are reaching verified retail shoppers and can be accurately measured for return on ad spend," concludes Leah. MT
< Page 9 | Page 11 >