Marketing resource InfluencerDB has acquired Lumio Analytics. 

The Australia-based data firm helps brands analyse and improve traffic, conversion and marketing campaigns. It's used by the likes of Audi and Accor Hotels. 

Lumio is also known for introducing the 'quality score' in order to determine the value of influencers. The acquisition by InfluencerDB will help both companies further establish their presence in the influencer marketing sector.

“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," says InfluencerDB CEO and co-founder Robert Levenhagen.

"The shift towards a 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."

New hire

Lumio co-founder and CEO Dan Anisse will also be joining InfluencerDB as part of the acquisition. Anisse will become VP of Product at the company.

Back in May, InfluencerDB expanded its operations into the U.S. It offers a number of resources to those working in the marketing space, including analytics, influencer and campaign management. The Euro-based firm's clients include Estee Lauder, Mercedes Benz and Lufthansa.

“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,” says Lumio co-founder Dan Anisse, now VP of Product for InfluencerDB.