Buzzoole is set to expand its services with the help of data management resource Nielsen.
The two companies have come together to introduce 'True Reach', a tool that'll help brands and agencies understand the actual reach of an influencer and their posts.
True Reach will document a number of variables including follower count, post frequency, influencer interactions and engagement rates to determine a more accurate ROI.
It'll also enable advertisers to get a tailored insight into how their projects are doing, as well as providing a researched estimate in to how well a campaign will do overall.
The data collected will then be pushed through Nielsen's proprietary ad recall index, which will document the amount of followers that have seen an influencer's post.
“It is clear that influencer marketing works, but the question of measurement remains a marketer’s single biggest challenge to increasing influencer investment," Buzzoole's chief commercial officer Ian Samuel said.
"Unless brands can make meaningful comparisons between influencer investment and other media the industry will not move from test-and-learn to a firm line item on a media plan.
"The Buzzoole True Reach metric gives influencer marketing campaigns the ability to stand shoulder to shoulder with more traditional media buys. Brands can now use Buzzoole True Reach to inform campaign spend and effectively measure ROI for the very first time.”