Machine Learning (ML) is revolutionizing the digital marketing ecosystem – and it’s already transforming influencer marketing. In the near future, data science solutions will solve several points of friction that influencer marketers experience today. Before jumping into our best practices for evaluating an influencer marketing platform related to advanced data science solutions, let’s mention the following.
If you’ve reached this fifth blog post in our 13-part series, you know that choosing the right influencer marketing platform is key to your program’s success. There are many things to consider as you evaluate prospective influencer technology companies.
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Influencer Marketing Platforms Are Leveraging Machine Learning
As new algorithms, artificial intelligence, and ML solutions penetrate every sector and business category, influencer marketing platforms are taking full advantage. This technology addresses ongoing problems like follower fraud and audience deduplication and streamlines existing influencer programs’ core components. For example, it can help optimize creator identification, content selection to identify and predict performance, improve audience targeting to scale campaign reach, and drive real ROI and business outcomes. Identify influencer marketing platforms that have integrated ML into their products. This technology, combined with other data sets, will help you make data-informed decisions with critical insights.
Marketers are increasingly blending their data sets, i.e., their CRM data with their influencer marketing data.
Questions to Ask:
- How easily can data be exported via different parts of the platform?
- Who owns the different data sets? Basic data? Enriched data?
ML has streamlined creator/brand collaboration and empowers organizations to grow their campaigns at a global scale efficiently. Your competitors are swiftly leveraging this technology and incorporating it into their broader marketing stack. As you search for an influencer marketing solution to power your strategies, we suggest creating a worksheet like the one below. Need more inspiration? Check out other workbook grids to help you during your platform selection process. You can access them here.
Consider Platforms that Enable You to Own the Data
Due to security concerns, it’s also important to consider data ownership – especially data that’s been processed by advanced ML technology. If your organization spends a lot of resources enriching, curating, and analyzing data sets, it’s critical that your organization own that data set. Too many SaaS platforms allow you to work with data within their systems only to learn that you don’t own that data.
How does CreatorIQ stack up against the market?
CreatorIQ’s ML solution – One60 – brings unprecedented efficiencies to influencer marketing processes such as brand safety, creator identification, content prediction, paid media, and advanced measurement. Don’t take our word for it; G2 recognized us as the #1 Platform for Influencer Marketing Software.
There are so many aspects to consider when deciding on an influencer marketing platform. Our next blog post will discuss how to judge a platform’s extensive services and the importance of how a product’s infrastructure can strengthen your influencer marketing programs through owning first-party data. Get the complete Guide & Workbook for Selecting an Enterprise Influencer Marketing Platform or stay tuned for the next blog post.