GRIN debuts its new reporting suite to help brands measure influencer marketing outcomes more accurately.
GRIN, an influencer marketing platform, yesterday launched a new reporting suite. Customers can now use the new dashboard feature to gain a high-level overview of their influencer campaigns, as well as leverage the new Report Builder tool to get a customized view of the raw data to make better marketing decisions.
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“We are thrilled to bring these updates to life and give our partners even more robust offerings to their influencer marketing campaigns,†said Ryan Brown, CTO of GRIN. “Our mission is to help brands build meaningful relationships with creators, so it is imperative to maintain that same level of authenticity with our users. We’re constantly striving to adapt to customer needs and this new reporting suite is the latest way we’re streamlining workflows to ensure brands can tailor our platform to fit their needs.â€
With GRIN’s dashboard, marketers can use up to eight widgets and choose their preferred display settings to simplify data analysis and establish a clear link to the ROI. The dashboard displays several key performanceOpens a new window indicators such as:
- Brand Growth
- Content
- Content Engagement
- Influencer
- Prospects
- Conversions
- Payments
- Product Fulfillment and Cost
The new reporting feature enables marketers to customize reports and highlight only what is relevant to them, whether it’s a single campaign, partner, brand or account. Additionally, the ability to toggle between widgets on the dashboard also helps marketers to use filters such as data and brands within their account and view the specific user who owns each creator relationship.
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For marketers looking for more granular data, the Report Builder feature provides marketers an in-depth look at each of the eight widgets from the dashboard overview, allowing marketers to export data as needed. Marketers can also create custom reports using the data available across their program – from recruitment and outreach to content and revenue performance. This comprehensive view provides insight on the performance of the marketer’s program at any level of detail desired, from which influencer delivers the highest ROI to the cost of goods the user has sent to influencers.
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Dashboarding for Influencer Marketing Measurement Challenge
Brands often measure influencer programs against legacy metrics that fail to assess their real impact or are misaligned to reality. Concepts such as Earned Media Value (EMV) have been carried over from advertising and have little bearing on how influencer marketing impacts revenue or brand perception.
As marketing budgets come under pressure, marketing leaders and brands are looking to rationalize their investments in influencer marketing campaigns. Here’s where solutions like GRIN’s reporting suite aim to make a difference. By providing marketing teams with a detailed overview of their influencer marketing performance, GRIN is bringing about true ROI transparency.
For brands looking to move beyond the one-size-fits-all measurement approach, custom dashboards provide a powerful solution tailored to fit each program. While there may not be a silver bullet for measuring the success of all influencer strategies, widgets, and granular data manipulation can deliver deeper insights.
To this end, measurement and influencer marketing attribution will become even more crucial for forward looking brands soon. Â Â