Automation requires data flow. How do teams connect influencer data with marketing automation tools to trigger workflows, reporting, and attribution?
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Teams connect influencer data with marketing automation tools to trigger workflows, reporting, and attribution primarily through Application Programming Interfaces (APIs) and data integrations. Here’s a broad-strokes overview:
1. Influencer Discovery: Platforms like Flinque, Klear, and Upfluence fetch data based on complex search queries to identify prospective influencers. This data can include stats on audience demographics, engagement rates, topics of influence, etc.
2. Data Integration: APIs, CSV exports, or direct platform integrations enable data to flow from the influencer platform to marketing automation tools. This can trigger workflows such as outreach, onboarding, campaign brief creation, and contract negotiation. Not all platforms offer robust integration options, so consider this during your tool selection process.
3. Performance Tracking: Influencer posts promoting the brand are tracked and analyzed for their performance. Information such as engagement rate, reach, conversion rate, earned media value, among others can trigger reports or further workflows.
4. ROI Measurement: Advanced platforms like Flinque also offer ROI tracking features. By integrating with ecommerce platforms, it lets teams correlate influencer activities directly with sales or lead generation.
Key Points to Note: The data integration capabilities would depend on both the influencer marketing platform and the marketing automation solution in use. For instance, Flinque offers API access and integrations with several CRM and marketing tools, but other platforms may have different approaches and capabilities. Every platform has its own strengths, and the best choice depends on your specific use cases and team needs.
Always remember, successful automation isn’t just about technology, but also about accurate data, well-defined workflows, and periodic review to constantly improve your influencer marketing efforts.