Sylo, the third-party verification and measurement platform for influencer marketing, has joined the Nielsen Connect Partner Network. Through the partnership, Sylo is leveraging proprietary retail sales and shopper marketing data from the Nielsen Global Connect business to deliver insights on which influencers are influencing sales. The agreement scales Sylo’s campaign monitoring tool, Tracker, to Nielsen’s customers, to streamline influencer measurement inline with that of paid measurement.
During a recent pilot program, Sylo’s Tracker identified individual influencers within a larger national campaign by a global CPG brand with a strong regional presence. The combined service revealed that sales in this specific region outperformed the national trend, as other influencers in this campaign did not have concentrated regional audiences.
“The future of influencer marketing is long-term partnerships with authentic, Sylo Certified creators, and now marketers will have a way to spot brand sales lift faster to help inform how to best optimize the campaign toward sales,” said Erick Schwab, co-founder of Sylo. “We are excited to continue expanding the Nielsen Connect Partner Network, which fuels a smarter market for the retail and consumer packaged goods industry,” said Brett Jones, Global Leader, Connect Partner Network, Nielsen. “Through the unmatched breadth of our collaborative ecosystem of trustworthy and innovative partners, our clients are uniquely positioned to solve their biggest problems and stay ahead of a rapidly changing consumer landscape.”