Influencer marketing software InfluencerDB has acquired Australian-based Lumio Analytics, used by brands including Audi, David Jones and Accor Hotels to help determine the quality of an Influencer’s audience.
The acquisition comes on the heels of several key executive hires by InfluencerDB and will further position them as the gold standard solution for analytics in the influencer marketing space.
Lumio Analytics, led by CEO and co-founder Dan Anisse who joins InfluencerDB as the VP of product, was first-to-market in developing a score — the ‘Lumio Quality Score’ which makes it simple and easy for brands to properly compare Influencers of similar followings as well as quantify how influential an Influencer really is.
While other tools focused heavily on the demographics, Lumio focuses on audience quality to give brands greater transparency needed to make educated decisions.
This will now be a part of the InfluencerDB software, further adding to the tools brands can use when identifying influencers.
InfluencerDB CEO and co-founder Robert Levenhagen said: “The influencer marketing space has shifted its focus towards determining the quality of the Influencer, instead of simply spending money and hoping for the best.
“The shift towards an ROI on marketing spend is the reason why companies such as Lumio Analytics has thrived in the space and why we see them as such a great asset.”
This acquisition comes after just one year of Lumio being in business.
In this short period, under the leadership of Anisse, Lumio was able to gain the trust of brands including Crown Resorts and David Jones.
Lumio co-founder now InfluencerDB VP of product Dan Anisse said: “This acquisition is incredibly beneficial for us.
“It will give us the resources to continue to solve the major problem of fraudulent and ineffective Influencers.
“How influential an Influencer is will no longer be distorted.”