Traackr’s ‘Audience Insights’ Brings Industry-First Influencer Audience Data to Brands

New insights, powered by Demographics Pro, provide rich influencer audience demographic and psychographic data to optimize investment and reach ideal customers

SAN FRANCISCO, Sept. 06, 2017 (GLOBE NEWSWIRE) -- Traackr, the world’s leading provider of Influencer Relationship Management (IRM) software, today announces its partnership with Demographics Pro. For the first time, Traackr brings a data-rich platform to brand marketers that guarantees accuracy in influencer selection and customer targeting. ‘Audience Insights’ delivers essential demographic and psychographic insights around an influencer’s audience that enables brands to prioritize influencers whose audiences align with their ideal customers. Ultimately, it brings a new level of optimization that will deliver critical cost, time and other resource efficiencies to brand marketers, ensuring strategic management and implementation of their practice throughout.

With influencer marketing spend rising quickly and expected to reach $5-10 billion by 2022, Traackr’s release comes as pressure is mounting for marketers to deliver proven influencer strategies and returns. Where influencer audience size has traditionally been the benchmark for selection, Traackr’s ‘Audience Insights’ arms marketers with the data they need to dig deeper and align selected influencers with the targeted audience, and therefore deliver against objectives.

“‘Audience Insights’ provides marketing executives with strategic data to ensure influencer marketing dollars are spent effectively by pulling back the curtain on which interests and brands an influencer’s audience cares about most,” says Kirk Crenshaw, CMO, Traackr.

Traackr’s ‘Audience Insights’ reveals whether an influencer’s audience is on target in terms of age, gender, location, occupation, marital status, likes and interests and brand affinities. These insights enable enterprises to achieve key influencer marketing goals by:

  • Determining if an influencer’s audience aligns with their ideal customer profile
  • Aligning influencer program development with marketing segmentation and customer insights
  • Selecting, vetting, and prioritizing influencers based on audience affinity to specific topics and brands

“Influencers have fundamentally changed the way organizations bring new products to market and reach customers,” says Philipp Markmann, CMO at L'Oréal Germany. “As we evolve our marketing strategies and scale our influencer programs, Traackr’s ‘Audience Insights’ ensures we are reaching the right end consumers with the right profile. We can now see that our influencer programs are spread across the appropriate geographies and target audiences ensuring we are optimizing our investment and approach.”

Traackr partnered with Demographics Pro, a leader in social media audience analysis, to surface rich Instagram and Twitter demographics and psychographics for enterprise influencer profiles. Demographics Pro uses a data-centric methodology that incorporates multiple data signals to infer demographic characteristics with high precision.

“We are thrilled to partner with Traackr and combine our proven demographic and psychographic data with their influencer relationship management platform,” says Paul Hallett, CEO, Demographics Pro. “Through our partnership, Traackr now enables top brands to confidently craft influencer marketing strategies that will reach their ideal customers.”

“We chose to partner with Demographics Pro because they are the leader in providing actionable audience insights,” says Crenshaw, “Powered by their data, Traackr allows brands to uncover what an influencer’s audience cares about and make trusted decisions on how best to scale influencer programs.”

Traackr’s ‘Audience Insights’ is now available for customers subscribed to the Enterprise Premium plan. To learn more, contact Traackr.

About Traackr

Traackr builds IRM technology that enables brands to effectively manage, measure and scale influencer strategies, while maintaining authenticity. This gives CMOs and their teams the ability to align influencers along the customer journey, impacting buying decisions at each moment-of-truth with trustworthy touch points. Traackr’s SaaS platform powers leading influencer programs for B2B and B2C global enterprises such as L'Oréal, The Coca Cola Company, Samsung, Microsoft, Intel, SAP, Orange, USAA, Merck, Roche and Capital One. Traackr is an international company with offices in San Francisco, Boston, New York, Paris and London, conducting business in 19 languages, and customers in 43 countries.

About Demographics Pro

Demographics Pro is the leading provider of actionable insight into social audiences, delivering demographics and psychographics by dashboard and API to analyze, influence and target consumers on the social web. Top agencies, PR firms and brands relying on the company’s demographics include Edelman, CAA, Mashable, comScore, W2O Group, and Maker Studios. Demographics Pro is headquartered in North Carolina, with offices in Beijing and London.


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