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Unlocking the Power of Influencer Data with AI.

CASE STUDIES

Unlocking the Power of Influencer Data with AI.

3 min read

building-the-AI-Brain-for-a-Leading-MarTech-Platform

For any influencer marketing platform, data on millions of creators is its greatest asset. But when that asset remains raw and unstructured, it becomes a liability—hindering search functionality, frustrating users, and ultimately capping the platform's competitive potential.

The Client

Our partner is a leading SaaS influencer marketing platform managing a massive database of over 50 million profiles across three of the world's top social networks: Instagram, TikTok, and YouTube. Its primary users are agencies and brands seeking the perfect talent for their campaigns.

The Challenge

Despite its impressive scale, the platform faced two critical challenges that impacted its competitive edge and operational efficiency:

  • For the Product (The Influencer Platform): The raw data made precise filtering nearly impossible. Distinguishing between creators and brands or identifying an influencer's true niche was ambiguous, leading to a time-consuming and inefficient discovery process for users.
  • For the Internal Teams (Operations/Marketing): The teams lacked a data-driven “compass” to guide their strategy. The Product team had limited insight into user behavior to inform enhancements, while the Marketing team struggled to produce the unique, data-backed reports needed to attract customers.

The Solution

We implemented a dual-pronged strategy: one track to deepen the product's core value, and another to empower the teams that run it.

1. Transforming the Product with an AI-Powered Data Engine: We deployed a suite of custom-tuned AI models to breathe life into the data:
  • Utilized Gensim to automatically “read” and classify influencers' primary content niches based on their posting history.
  • Built a smart, cost-effective hybrid scoring system that combines rule-based logic with GPT to classify accounts as creators or brands with high accuracy.
  • Deployed leading models like Whisper for video transcription and Mixtral for comment summarization and sentiment analysis, enriching the data pool for future feature development.
2. Empowering Internal Teams with a Custom BI & Analytics Hub:
  • We designed and launched an interactive dashboard system in Looker Studio, visualizing data from Google Analytics 4 and the core database. This gave the Product team a 360-degree view of user behavior.
  • We also collaborated with the Marketing team to produce unique, data-rich reports on trending topics like Sustainability and major events like EURO 2024, turning platform data into compelling marketing assets.

The Result

  • A Sharper Competitive Edge: The platform now offers powerful, precise, and fast filtering capabilities, directly enhancing its users' workflow and efficiency.
  • Enhanced User Confidence: With the creator/brand classification model achieving over 93% accuracy, users can trust the search results to make better partnership decisions.
  • Data-Driven Product Evolution: The Product team is now empowered with visual, actionable user data, enabling them to confidently improve the UI and develop features the market truly wants.
  • A New Content Arsenal for Marketing: The Marketing team now has a unique source of data to create insightful reports and content, solidifying the company's position as a thought leader.

Technology & Tools Used

  • Analysis & Modeling: Python, TensorFlow, Gensim
  • Language & Audio Models: GPT, Mixtral, Whisper API
  • Data Visualization: Looker Studio, Google Analytics 4
From raw data to real intelligence.
AI that classifies, detects niches, and empowers decisions.