Technology
Inmar’s New Tool Predicts Which Influencers Will Actually Drive Sales – Here’s How
Data and tech company Inmar Intelligence launched Commerce Fitscore™, a solution to remove subjectivity in creator selection for marketing campaigns.
The tool uses first-party transactional data to align creator selection with actual purchase behavior, potentially changing how brands and retailers approach influencer marketing.
The launch comes as influencer marketing continues to gain traction.
According to Inmar’s recent shopper survey, 70% of consumers have purchased products recommended by creators.
Another survey revealed that 73% of Gen Z consumers buy based on creator recommendations, compared to 66% of Millennials and 59% of the general population.
However, Inmar notes that finding relevant creators and quantifying their impact has been challenging for brands and retailers.
Commerce Fitscore combines creator data with purchase information, both online and in-store, to offer precision in selecting creators based on their audience’s buying habits in the growing retail media market, which Inmar reports is set to surpass $100 billion in the coming years.
The tool’s development involved input from Inmar’s media clients, including the Omnichannel Marketing team at KIND. The collaboration addressed real-world challenges like integrating creator marketing into broader retail and direct-to-consumer strategies.
“Understanding the full potential impact of an influencer’s content and personality on brand metrics, including sales, is crucial when evaluating influencers for media campaigns,” said Ian Clark, Media Director at Exverus Media, in a news release.
Inmar describes Commerce Fitscore as a solution for connecting engagement behavioral data, audience insights, and billions of purchase transactions. The company claims no firm offers creator-match scoring with audience-matched purchase data across e-commerce and in-store transactions.
Pilot campaigns for Commerce Fitscore are set to launch in Q4. This announcement follows six recent industry awards for Inmar in social media, including collaborations with PepsiCo and Mars Wrigley.
