Loyalty Card Study
- By pairing Nielsen Catalina Solutions (NCS) frequent shopper and loyalty card data with Collective Bias’ first-party audience data, this study examined a campaign for a major confection brand at multiple retailers. The analysis measured a 7.6x return on ad spend (ROAS), by weighing households exposed to the campaign’s influencer content versus an unexposed control group.
- This analysis measured the impact of Collective Bias influencer content on promotional/coupon redemptions rates and sales for two campaigns – a national rice brand and a frozen foods brand, both at major retailers. The rice brand saw a 45% redemption rate. The brand’s benchmark was 15%, representing a 3x lift as contrasted by industry digital coupon redemption rates of 8% in food categories as reported by Inmar Analytics.
Retail Sales Lift Analysis
- By using client-supplied POS data and forming test and control groups across multiple retailer regions, Collective Bias measured sales lift for campaigns across several CPG products. In one example for a major laundry detergent, based on a $75k campaign spent, the brand saw a sales lift of $233k – representing a 3.1x ROAS.
In-Store Traffic Analysis
- Through mobile geo-fencing and measurement partner Placed.com, the impact of influencer marketing campaigns on driving in-store foot traffic to large retailer locations was analyzed. By examining the behavior of those exposed to influencer content versus an identical unexposed control, results showed that of the group exposed to influencer content, 48% visited the retailer within four days vs. only 29% in the identical but unexposed control.
“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.
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/collective-bias-an-inmar-company-publishes-landmark-research-study-measuring-sales-impact-of-influencer-marketing-300446896.html
SOURCE Collective Bias, Inc.