Social Soup partners with Quantium to provide in-store sales measurement of influencer campaigns
Influencer marketing agency Social Soup has partnered with data analytics company, Quantium, to offer in-store sales measurement of its campaigns.
The partnership will see Quantium use its own data to anonymously match aggregated sales data with the behaviour of Social Soup’s influencers to monitor the impact of those social influencers over a set period of time.
It means Social Soup will be able to provide greater clarity on behavioural changes of social influencers and how it affects sales.
Speaking with Mumbrella, Sharyn Smith, CEO at Social Soup, said: “This is something we’ve been working on for more than 12 months, to match up our community and databases and be able to get that visibility across the campaigns that we run.
Sharyn Smith says the Social Soup/Quantium partnership is the “holy grail” in proving that influencer marketing works
“For us, it’s the holy grail of being able to prove that influencer marketing works. For brands to have the confidence to be able to get a direct message to influencers and then to influence their audience can be something that drives real sales results.
“Ultimately everyone wants to see that social and digital and influence does actually make a difference. To be able to show the impact and have the sales results, it’s a huge leap forward.”
The partnership follows a successful pilot of a campaign carried out by Social Soup on behalf of PZ Cussons’ brand Morning Fresh.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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