Linqia has introduced Creator Intelligence, a scoring system that measures influencer marketing performance through customizable metrics and weighted KPIs. The platform aims to standardize how brands evaluate creator partnerships.

The new system integrates into Linqia’s existing Resonate technology platform, which employs AI for creator identification, campaign management, and performance measurement. Based on beta user feedback, Linqia has added simplified viewing options that allow clients to focus on key metrics while maintaining access to comprehensive data.

Creator Intelligence addresses concerns expressed by brands in Linqia’s ‘State of Influencer Marketing’ report, where 53% say determining ROI as their primary challenge in influencer campaigns. Another 43% struggle with selecting appropriate creators. 

It unifies these and other performance indicators into a single scoring framework to help optimize influencer campaigns. For example, the system combines quantitative metrics like engagement rate, view-through rate, click-through rate, and ROAS with qualitative factors such as collaboration ease and content quality. 

Brands can adjust metric weightings to align with their specific priorities and campaign objectives, generating unified scores that incorporate both organic and paid results.

Image: Creator Intelligence dashboard

Beta Testing Reveals Significant Efficiency Gains

During beta testing with five brands, primarily in the CPG, retail, and pharmaceutical sectors, the platform demonstrated approximately 25% improvement in creator selection efficiency.

“With so many metrics at their fingertips, plus the ability to define and customize their own metrics, clients were able to uncover entirely new ways of thinking about and measuring the value of their creator partnerships,” Linqia Chief Operating Officer Daniel Schotland tells Net Influencer.

Image: Creator Intelligence side panel

A key finding showed that “creators who were thought to be the best performing based on traditional vanity metrics weren’t always at the top of the list when scored based on a client’s specific weighting.” Schotland notes the system provides “an apples-to-apples data comparison” that helps brands better measure current performance and identify suitable creators for future campaigns.

Peter Wynkoop, EVP of Sales & Marketing at La Tourangelle, confirms the platform’s potential impact: “We’re really excited to test this new feature, as we’re always looking for ways to make smarter, data-back decisions in marketing.”

Implementation and Future Development

Creator Intelligence is included in existing Linqia packages with no additional cost and has no minimum campaign spend requirements or tiered access based on brand size or campaign volume. The onboarding process takes “minutes – a simple orientation to the new feature and the power it provides, along with a conversation around which metrics to choose and weight for their specific score are all that is required,” Schotland notes.

Future development plans include requests for “additional data connectors to their own internal systems” and “score customization based on campaign-specific attribution to the particular goal of that campaign (i.e., engagement vs conversion, for example).” The launch follows Linqia’s series of AI innovations and creator network announcements in 2024, with additional features planned for 2025.