Buzzoole creates influencer marketing benchmark to help industry with measurement and metrics

Wednesday, 6 February 2019 00:00 - - {{hitsCtrl.values.hits}}

How can you measure the effectiveness of influencer marketing?

Influencer marketing platform Buzzoole has launched what it claims to be the industry’s first-ever benchmarking report, in an attempt to address common measurement issues around the effectiveness of influencer campaigns.

Until now there has been no way for clients and agencies to compare influencer marketing campaigns against other media. However, by leveraging insights from Nielsen – a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide – the new benchmark allows anyone running an influencer marketing campaign to gauge results against other marketing channels.

Buzzoole has been running brand uplift studies with Nielsen for more than a year and have together created the benchmark by using a cross section of studies from its client base, which includes campaigns for COTY, Mars, Venus, Breyers, BIC, Barilla and Alpro.

Buzzoole Chief Commercial Officer Ian Samuel said: “If you’re a marketer, you come back to the same questions; ‘Does this work?’ ‘Did it work well?’ ‘What does ‘well’ mean? And with no answers in relation to influencer marketing, marketers were holding back on larger investments. By being the first to develop our relationship with global powerhouse Nielsen, we are able to lead the market again by creating a solution to one of the industry’s toughest questions. Finally, influencer marketing can sit at the same table as all other advertising medium.”

Buzzoole hopes that by improving metrics and analysis, the benchmark will give influencer marketing campaigns the same accounting, reporting and comparison of spend as any other digital channel, leading to better measurement, better ROI and more client investment in the medium.