BENTONVILLE, Ark., April 27, 2017 /PRNewswire/ — Collective Bias, Inc., the leader in shopper-focused influencer marketing, and an Inmar Company, today announced a milestone for social content measurement and its impact on driving in-store sales. The Power of Influence: A Window into ROI is the first industry report to comprehensively analyze social campaigns at scale across multiple methodologies and product categories. The study shows the effect of online influencers on brick-and-mortar sales metrics and sets a new standard for the industry, focusing on bona fide sales lift not simply Earned Media Value (EMV). Using Collective Bias’ proprietary measurement platform, Inmar Analytics, and partner analysis through Nielsen Catalina Solutions and Placed.com, the report directly ties increases in metrics such as foot traffic, basket size and coupon redemption to influencer marketing initiatives.
Methodologies and Results
During 2016 Collective Bias measured sales results for 11 influencer campaigns conducted over an 8- to 12-week period for national brands spanning five CPG categories. The report includes analysis across more than 450 influencers. The research also concludes that there is a wide variance in performance, driven largely by the advertiser category, seasonality, price point, purchase frequency, and budget size. Across categories, influencer content significantly outperformed control groups.
Loyalty Card Study
Retail Sales Lift Analysis
In-Store Traffic Analysis
“Within the marketing and advertising landscape, the widespread use of influencer campaigns by brands is a relatively new development, and one which has been primarily lauded for generating awareness and buzz,” said Bill Sussman, President, Collective Bias. “We have always been pioneers in this industry, and now, we are setting a new standard for accountability. We know our advertisers are not satisfied with hazy metrics. Now with the power of Inmar Analytics, we can truly understand the data science online influencers and content, what is driving in-store activity and the real numbers that show return on spend.”
Measuring digital campaigns and their impact on e-commerce sales is typically a straightforward process with all engagements and transactions occurring within a semi-closed online ecosystem, like an e-cart or online checkout system. Tying these digital campaigns – particularly influencer campaigns – to in-store activity requires rigorous analysis, scientific data correlation and a view beyond EMV as a measure of ROI. The research also concludes that there is a wide variance in performance, driven largely by the advertiser category, seasonality, price point, purchase frequency and budget size.
“What makes this study significant is its breadth,” said Irv Turner, Vice President, Analytics and Applied Data Sciences for Collective Bias. “We didn’t settle on a singular way of looking at influencer marketing’s impact nor on one particular use case. This study irrefutably proves influencer marketing drives results.”
About Collective Bias and Inmar
At the forefront of influencer marketing and measurement, Collective Bias’ proprietary data and technology enables influencer selection and management, resulting in campaigns that drive true engagement and impact sales for leading brands across multiple verticals. Collective Bias was named one of Forbes’ “Most Promising Companies” three years in a row and listed in the “Inc. 5000.” Social Fabric® is Collective Bias’ hand-selected community of over 9,000+ shopping-focused influencers with an aggregate multi-channel reach in excess of 80 million.
Collective Bias is a wholly-owned subsidiary of Inmar, Inc. Anyone who has redeemed a coupon, filled a prescription or returned a product, has touched Inmar. We apply technology and data science to improve outcomes for consumers and those who serve them. As a trusted intermediary for over 35 years, Inmar has unmatched access to billions of consumer and business transactions in real time. Our analytics, platforms and services enable engagement with shoppers and patients, and optimize results. Together Collective Bias and Inmar are set to measure influencer marketing’s impact along the entire purchase funnel.