Influencer firms look within to boost brand performance

In-house analytics platforms can help improve control and reduce the turnaround time

- Sakshi Sadashiv & Pratishtha Bagai

Talent management agencies such as Pocket Aces and Collective Artists Network that once depended on software companies for tracking and analysing influencer marketing campaigns are aggressively moving to bring those capabilities in-house.

Pocket Aces recently switched to its own analytics tool, gaining control over its influencer data. Collective Artists Network acquired software-as-a-service (SaaS) analytics startup Galleri5 last year, and Only Much Louder (OML) is developing a proprietary tool for better insights.

Talent management agencies have traditionally depended on data-driven insights from SaaS platforms to pitch influencer marketing campaigns to brands. But an in-house analytics platform can help improve control, reduce the turnaround time, and manage costs better, said Viraj Sheth, chief executive and co-founder of Monk Entertainment, a talent management and influencer marketing company.