Deep data analysis is where Inmar Intelligence thrives. Logan says that her team has actually challenged some of their clients by asking them to bring the creators they think they should be working with or ones they’ve worked with in the past.
“We’ll run that up against our commerce fit score. And we’ll look to see whether or not your sales KPI goals can even be met by this creator,” Logan said.
She pointed to a published study about a client, Mondelēz, who had previously chosen creators that only had about a 30% match rate: “It comes down to understanding the underlying data and matching that to your KPIs,” she said.
Vates emphasized the importance of pairing the right creator or celebrity with the right brand.
“We know that this partnership extends beyond just that social post,” she said. “It is important that we’re always working within that cultural zeitgeist and having moments that have cultural impact, that resonate with the celebrity, and that their audience cares about and is engaged with.”
Looking ahead, Inmar Intelligence has big plans. For one, the company is working on attribution using a social identity graph so that creator marketing can be measured. But it’s also focusing on retail.
“There’s this huge opportunity to bring creator marketing to the retail media world,” Logan said. “And I’m excited about closing that loop because it can be done.”
FEATURED PANELISTS
Leah Logan – Inmar Intelligence