Launchmetrics unveils C-suite brand-decisioning platform for fashion, beauty

By

Sandra Halliday

Published
Jul 10, 2019

Launchmetrics has just unveiled a new “brand decisioning platform”, a data analytics and benchmarking product targeting decision-makers and C-level executives. 

The influencer marketing data specialist is aiming to help management teams make better marketing investments in order to maximise brand impact and measure the evolution of their brand equity against that of the competition.

Called Insights by Launchmetrics, the platform is focused on the fashion, luxury and cosmetics industries and debuts at the same time as an interactive microsite, the Insights100. This surfaces a selection of brands and influencers such as Gucci, Cartier, Fenty Beauty, Chiara Ferragni and Tati Westbrook, “to provide a comparative benchmark, through the efficiency of machine learning, and offer an analytical vision on the impact that marketing investments have for brands within the same segment.”

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“The challenge for brands is not having an accessible, global view of what’s working, which hinders their ability to adjust strategies in real-time,” said company CEO said Michael Jais. “[This launch] will transform the way executives approach decision-making and give them the ability to leverage our unique data asset to quantify every marketing and PR action.”

He added that “using our proprietary Media Impact Value algorithm, executives can assign a monetary value to these activities to measure their performance and see which investments help build brand loyalty, as well as how they benchmark against competitors.” 

So how does it work? It’s an interactive, prescriptive tool that allows business leaders to “access dynamic dashboards and industry benchmarks” to “understand how their marketing and PR efforts impact their brand equity across different voices, channels, media types, time periods and regions, as well as easily assign a monetary value to those activities.”

Insights leverages a comprehensive data set comprised of more than 21 million online media articles a month, 231 billion+ social media posts a month, more than 1.1 million print pages annually, 200,000 key opinion leaders and 13,000 profiles of brands, retailers and more.