In this interview, our Senior Product Manager Robin introduces us to the in-house product team and gives us a little introduction to Picstars’ proprietary technology that even rookies can understand.
Robin Christopher Heering, 28, Senior Product Manager bei PICSTARS
Robin was born in Stuttgart, grew up in Geneva and has now lived on three continents. After his last stop in London, he has now moved to Zurich and lives there with his wife and son.
Robin has a broad background in technology, business and entertainment. He started as a film composer at the age of 17 and later graduated from Tilburg University with a Bachelor of Science in International Business Administration. In Prague, Robin co-founded a Digital Development Agency, later a Digital Academy and completed a Master of Arts in Music Business Management in London. He has always been active in digital marketing and tech and has been a key member of the Picstars Family since moving to Zurich.
So now there’s a campaign running and it’s live right now – how is the product team involved in tracking that campaign?
We are involved in two aspects of campaign tracking/monitoring through our technology solutions:
On the one hand, through our Admin App. We’ve developed advanced analytics and reporting technology that allows our campaign managers to monitor, review, and evaluate the campaign data we collect from multiple data sources in real time as the content is published by Creators.
And on the other hand through our Brand Cockpit. Digital reports on campaign performance are provided to clients in real time with key KPIs and campaign goals. Creators’ creative content can also be viewed directly in the Brand Cockpit. Clients can also download all media content directly from the Brand Cockpit for reuse as part of their 360-degree strategic marketing efforts during a campaign.
Which KPIs do you measure?
We track key content performance indicators such as engagement, engagement rate, active engagement rate, reach, and impressions. In doing so, we work closely with our clients to ensure we can deliver the performance indicators that matter most to them and their campaign. We track not only the above KPIs but also numbers that allow deeper insights at the content post level. For this purpose, our system has integrated automated calculations to present overall statistics at campaign level as well. This allows us to give clients a very clear and precise overview of whether the campaign is successful compared to the benchmarks set at the beginning of the campaign planning process.
How reliably do these provide information about the success of a campaign?
When developing the reporting and monitoring functions in our Admin App and Brand Cockpit, the focus has always been on reliably collecting the desired data. That’s why we’ve developed methods that capture data directly at the source, such as Instagram and TikTok. The concept of measuring true campaign success is, of course, an ongoing evolution in the world of social media, and we’re always staying current by adapting and constantly developing new, more accurate methods to help clients determine whether their campaign has been ROI-positive and had a significant impact on their target audience.
How do you get this data?
Our Machine Learning (ML) powered services and scalable, intelligent data collection, maintenance and processing technologies enable effective and clear reporting. In total, we have developed 5 data collection sources that ensure reliable and effective data management, optimization and curation.
We collect data through surveys that are specific to a campaign or sent out more generally. For example, we ask our creators what kind of car they drive or if they are vegan or vegetarian, etc. This information allows our campaign managers to find the perfect match for each campaign. This information allows our campaign managers to find the Perfect Match for each campaign. Our technology supports these processes and greatly simplifies them. We have a web crawling technology. This means that this feature (in our case) can examine social media sites for relevant information and pull it out – for example, we find out what the average performance of a Creator’s posts is. Creators and campaign managers also upload insights in the process of a campaign and thanks to ML this info is packaged into reusable information bundles and can be used further.
Finally, we are very excited to announce that we are currently developing a new data collection and processing source that will allow campaign managers and the system to gain even more relevant insights through various automated processes and algorithms in the reporting phase. Through this data source and our technology, our customers will not only be able to see how their campaigns are performing, but truly understand their target audience better than ever before.
What happens if someone fakes these numbers? Do you notice that? What are the consequences?
Fake data and fraud have unfortunately become a serious issue in the influencer marketing industry. At Picstars, we take this issue seriously and want to play a leading role in combating it, as it’s not only harmful to agencies and clients, but also to the audiences who engage with products and services Creators feature on their accounts or channels. We have developed a fraud detection technology built on our ML-powered service that extracts data from insights we receive from Creators. This tool can detect when these insights have been manipulated based on several key indicators. We believe that this feature has tremendous potential and that there is still a lot of room to develop this technology much further. In particular, with the innovations that ML and Artificial Intelligence (AI) are already enabling, we plan to develop an even smarter fraud detection service to protect all stakeholders in the influencer marketing space. Stay tuned for more news on this topic!
Cover image credits: Javier Esteban for Tech Daily