The Linqia Intelligence Suite includes Dynata, formerly Research Now SSI, for ad creative impact, IRI for sales lift, Placed for store visits, and Samba TV for TV tune-in
Linqia, the performance-based influencer marketing company, announced the availability of its new Intelligence Suite to assess a marketer’s ROI and ad effectiveness from their influencer marketing campaigns. As an industry first, brands and agencies can now directly measure the impact of a campaign to justify their influencer marketing spend across brand awareness, ad creative impact, consideration, purchase intent, offline store visits, in-store sales, TV tune-in and likelihood to recommend.
Linqia partners with industry leaders in measurement and attribution including Dynata, formerly Research Now SSI, for ad creative impact, IRI for sales lift, Placed for store visits and Samba TV for TV tune-in. Each report from Intelligence Suite measures the effectiveness of Linqia influencer marketing advertising by using validated third-party methodology. Results are reported by the brand’s audience segments to provide visibility into not only campaign performance, but learnings to inform future influencer campaigns and other marketing activities.
“No one is more trusted by consumers to deliver your brand message than a friend who is a devoted user of your brand,” said Nishat Mehta, president of the IRI Media Center of Excellence. “Influencer marketing is now a vital component of a brand’s advertising campaign because of the authenticity of the message, but offline sales measurement has been lacking in the industry. We’re very excited to join forces with Linqia and their other measurement partners to fuel Intelligence Suite’s sales lift analysis with our industry-leading solutions. This analysis will not only help brands discover the impact of their campaigns but also help this growing marketing channel deliver more trusted advertising experiences for consumers.”
Virtually all large scale Linqia campaigns now include at least one report from the Intelligence Suite showing tangible metrics tied to impact, as well as actionable insights that can be applied to other marketing efforts. According to Dynata’s ad creative studies with Linqia, the average purchase intent increase to date across all measured Linqia campaigns is an 16% increase.
“Influencer marketing continues to grow with $10 billion in ad spend projected in 2020 alone – those dollars are only valuable if they make an impact and you can measure that impact,” said Daniel Schotland, COO of Linqia. “We are proud to be partnered 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.”
Linqia first selects influencers using PerformanceMatch to find the right influencers to create compelling organic content. After the organic campaign runs, Linqia’s proprietary, AI-based content qualification system called PerformanceLift determines which creative assets to amplify based on a series of tests and optimizations. When this is complete, brands can now use Linqia’s Intelligence Suite to measure and get insights into business metrics.