The Goat Agency was built on the idea that influencer marketing must be led and driven by data. It’s only with continued data and measurement that brands can find the right creators at the right price, and avoid inefficiencies and wasted budget.
As we’ve grown, we’re in 34 markets, creating more content than ever before, and 10 times the campaigns. To capture each and every one of these interactions, we built a data-led solution that stores the data of every influencer, every campaign, every cost per, and every result. We call it Ibex.
What is Ibex?
Ibex is Goat’s internal system for sharing and finding influencers, campaigns, campaign data, and activations. The solution comes with built-in client approval tools that ease the process of selecting influencers to partner with – each of our clients has the capability to select creators from an influencer cross section, and approve content.
Why We Use Ibex
Influencer is the least mature digital channel. This brings inefficiencies in measuring the success of influencer marketing campaigns. Ibex was built as the solution to these inefficiencies. Goat is a data driven agency, we use data to inform our decisions and to improve our offering and knowledge. Ibex was built to simplify our processes and to help our clients foster a deeper understanding of influencer marketing.
Being data-led means there is a requirement for Goat to record and use influencer and campaign data to constantly improve accuracy and service level to clients through data-led decision making.
What Does This Mean for Brands?
We use Ibex to streamline our processes across a number of areas. The solution enables our clients to refine their influencer search, and source campaign data.
Creator Identification
Ibex collects data from every influencer we’ve ever worked with and reached out to. Storing this data lets us understand more about them, which we can then filter using specific search terms, tags, metrics, and results.
Through Ibex, we have access to hundreds of thousands of creators that we’ve spoken to over the last nine years. Collecting their data has enabled us to identify which creators are the right fit for specific clients. We can look at the past performance of a creator, their cost pers, cross-channel performance, what niche they’re in, and so much more. For example, if we have a food & drink brand approach us with the challenge of exploring new markets, we can use Ibex to filter the best performing creators by their niche, or territory, test if the audiences align, and relay the relevant info back to the client via an influencer cross-section.
Campaign Planning
We can also use Ibex to identify the successes of different types of campaigns. This specific filter lets us search by client, type of campaign, territory, and vertical. This functionality means we can pinpoint the exact success points from particular campaigns, which helps us strategize around future campaigns.
Having a back end data repository helps us feed into campaign development; everything we feed into it is used to deliver better experiences and better campaigns for our clients.
Measurement and Optimization
Ibex is our content and data spine, everything we feed into it is used to better deliver experiences and campaigns for clients. The uniqueness of Ibex against other platforms is that we have every influencer and every campaign ever used, along with the cost. We know exactly what the value is, we know what can be delivered by each creator. Others in the market don’t have that cost aspect, which means it’s difficult to determine exactly what the value of each creator is, and ultimately can’t guarantee a potential media value. In addition to cost, we can measure the performance of each influencer and campaign, looking at specific metrics; likes, reach, engagement rates, as well as KPIs like CPM and CPE.
These insights allow us to measure and optimize each of our influencer campaigns; active and future. Ibex’s data-driven approach means we can deliver the most accurate solution, every time.
A Centralized Point of Truth
Ibex is the data spine of our business. With it, we have a tool that collects the data from every creator, every platform, and every campaign from the last nine years. Ibex consolidates that data and ensures we continue to test, build, and learn. It means we can continuously make the most accurate decisions and recommendations for our clients, and that each client can be sure they’re getting better prices and performance for their budget. Brands that work with us get the best results, irrespective of size, if you’re a big conglomerate, or a promising start up, you’re guaranteed to maximize your influencer efforts. We can use Ibex to ensure there’s consistency, everywhere.
Concluding thoughts
As influencer marketing matures into a formidable media channel, brands continue to grapple with varied challenges.
To navigate these hurdles, brands need a comprehensive solution that addresses these challenges head-on. Enter Ibex, the data spine of the business here at Goat. Ibex streamlines processes, offering a data-driven approach to influencer marketing. It enables brands to refine their influencer search, assess campaign data, and make informed decisions to improve the accuracy of future influencer activity.
By leveraging Ibex’s unique ability to store data on every influencer and campaign, brands gain a competitive edge, ensuring accurate metrics and informed strategies for successful influencer marketing campaigns. Ibex represents a crucial tool for brands seeking clarity, efficiency, and optimal results in influencer marketing.
—
Need assistance with your influencer marketing strategy? Goat is here to shepherd you through this complex yet rewarding world with insights that are backed by irrefutable data, guaranteed results and a proven track record. Whether you are a fledgling business wanting to make an impactful entry or an established brand aspiring for deeper consumer relationships, we offer bespoke solutions that are as fluid as the influencer marketing landscape. Get in touch with us today.