A New Era for Influencer Marketing Analytics
Primetag, a leading platform for analytics and ROI measurement in influencer marketing, has announced the UK release of its pioneering Influence to Store Analytics solution. This innovative tool brings a transformative level of transparency to the influencer economy, enabling brands to directly link influencer activities to both e-commerce sales and in-store visits. For the first time, brands can achieve a comprehensive omnichannel view of how influencer engagement drives customer behaviour across digital and physical spaces.
The influencer marketing industry, while still relatively young compared to traditional advertising channels, is growing at an unprecedented pace. In the UK alone, influencer marketing spend is forecasted to hit $1.17 billion in 2024, with brands partnering with influencers of all tiers to engage loyal audiences and boost sales.
The Challenge of Measuring Influencer ROI
Until now, accurately assessing the ROI of influencer campaigns has been a persistent challenge for marketers. Many brands have relied on vanity metrics—such as likes, shares, and impressions—which are often inflated and lack the reliability needed to make informed budget decisions. This lack of transparency has made it difficult to justify influencer marketing budgets and optimise campaign strategies effectively.
Primetag’s Influence to Store Analytics solution changes the game by providing clear, actionable data. Brands can now track the exact impact of influencer posts, evaluating their performance not just online but also in physical retail spaces. This comprehensive insight allows marketers to measure the true ROI of their campaigns, refine their influencer strategies, and make data-driven decisions for future initiatives.
Key Findings: In-Store ROI Dominates
The solution has already been piloted by major European retailers, including Mango, IKEA, Calzedonia, Parfois, and El Corte Inglés. Early results reveal a significant insight: 70% of influencer marketing ROI originates from in-store activity rather than online sales. This finding underscores the importance of considering offline customer behaviour when evaluating influencer campaigns.
Additionally, the pilot programmes demonstrated a positive ROI of 60% when omnichannel metrics were fully optimised. This proves that influencer marketing, when evaluated with comprehensive analytics, delivers tangible results across the customer journey.
A Vision for the Future of Influencer Marketing
Manuel Albuquerque, CEO and co-founder of Primetag, shared his perspective on this game-changing development: “The influencer economy is evolving into a critical channel for marketing teams worldwide. What was once seen as a novelty is now an integral component of many brands’ strategies. However, its impact has often been challenging to quantify, with ROI being the ultimate measure of success in budget discussions.
“Our Influence to Store Analytics solution provides a transparent omnichannel view, empowering marketing teams to validate budgets, brand leaders to evaluate campaign outcomes, and creators to highlight their contributions. We are proud to lead the way in bringing greater accountability and intelligence to influencer marketing.”
The Road Ahead
As influencer marketing continues to mature, tools like Primetag’s Influence to Store Analytics will play a pivotal role in helping brands maximise their investments. By bridging the gap between online engagement and offline impact, Primetag is setting a new standard for measuring influencer campaign success.
