One of the first-to-market brands to utilise influencers for brand marketing, The Hut Group (THG) noticed that there was a gap for measuring influencer performance in-line with performance marketing channels. With this in mind, they developed the “influence-ometer” – an attribution model able to forecast influencer ROI that could be customised to work on a local level for global clients. Not only has this led to closer relationships with key partners; it’s also helped to scale influencer outreach at pace while minimising spend risk. Along with THG’s omnichannel approach, the model facilitated influencer sales, which grew 100% year-on-year, with average monthly growth of active influences up 15% across the group.