When we talked with our marketers, one of the biggest things that they wanted to see was bottom-of-funnel outcomes and see the ROI that was driven from their campaigns and marketing efforts, said Sutton.
Up until now, Later has primarily focused on providing marketers with broader metrics like brand awareness and consideration but has lacked data to prove the performance of influencer marketing.
Mavely's technology can track the sales of specific products from individual campaigns, said Later CEO Scott Sutton.
Later's acquisition is the latest in a string of recent M&A in influencer marketing, indicating a growing trend in the industry.
Collection
[
|
...
]