The Value of Real-Time Analytics in Successful Marketing

Having trouble tracking that most clicks are from bots while launching a campaign with an influencer that has a million subscribers?  This is what happens when real-time analytics aren't used. 

Advertisers spend millions of dollars working with influencers in the century of sophisticated digital marketing.  It's crucial to respond to changes right away, optimize campaigns, modify marketing plans, and monitor marketing results in real time.

We'll discuss the importance of real-time data for influencer marketing and marketing in general in this post. Without this, companies run the risk of heedlessly squandering funds on partnerships and efforts that are intended to have a low return on investment.  Without access to real-time data, you will discover your issue when it is too late to make improvements.

Why Real-Time Data Matters

What companies have realized is that data has a shelf life, and the sooner we can use this data and turn this into insight, the more it can be useful for our companies. So real-time data is about using and analyzing this data as soon as it becomes available. 

The benefits of real-time data analysis mean that we can make faster and better business decisions. We can also create more intelligent and smarter products and services. And we can improve and automate our business processes. So let's look at some examples here. 

Real-time data analytics is already used by banks to detect potential fraud. So they will monitor how we're using our cards, the purchases we are usually making, the geographic locations, and when we're making our purchases. And if something doesn't look quite right, the artificial intelligence algorithms will automatically detect that this is potential fraud, and they can add another layer of security checks into this. Entyx offers clients an escrow system, powered with AI and real-time data, to secure their funds.

Websites and apps are now using real-time data. So their apps might monitor to see where you are at this point. And they can identify these micro-moments where they realize you are at an airport; maybe this is the time to serve you with an ad for travel insurance. So more and more of these micro-moments are enabled by analyzing what we do on the internet, what we are searching for, what apps we're using, and when we're using them to produce better services. 

Real-time data also enables automation. Things like self-driving cars or self-flying planes and ships that can autonomously cross the oceans wouldn't be possible without real-time analytics. So these systems use camera data, sensor data, and LIDAR data that is continuously evaluated, streamed, and processed on the spot. And without real-time analytics, it would simply be impossible. To use real-time analytics, companies need to have automated data feeds. And so much data is now available from anywhere. You can stream satellite data, web data, and social media data, but we need to make sure we are feeding this data in real-time into our systems. And then we have the infrastructure in place to process it in real-time.

So we need data feeds and systems to use real-time analytics. The good news is that a lot of this is now available as a service. So even small and medium-sized companies think that maybe we don't have the infrastructure in place to connect our systems to weather data and use it to analyze and predict customer behaviors. You can now go to companies like IBM, Microsoft, and Amazon that will offer you real-time analytics capabilities. You simply rent a bit of server space. They might already have automated data feeds from weather services, satellite data, and so on available, and you simply subscribe to it and start using it. As our world becomes more data-driven, streaming data and real-time analytics become increasingly important for businesses. 

How Real-Time Data Contributes to Influencer Marketing

• Real-time data gives the possibility to track the key metrics right after launching any campaign (number of clicks, engagement, CPM, CTR).

• With real-time data, you can optimize ad placements (identify peak engagement times and best banner placements, ensure ads are shown when the audience is active in chats, identify ad placements that do not convert, and redistribute budgets).

• Real-time data enables instant flagging of engagement drops, negative sentiments in the chat, or even fraud that impacts your campaign. 

• With real-time data, fake influencers are out of the game, as you can easily detect bot traffic, fake engagement, or overpriced collaboration prices (thanks to Media Value calculation).

• Real-time data helps you adjust campaigns and creative banners instantly when you see weak performance or bad feedback in the chat. 

• With real-time data, you get to target accurately, thanks to useful audience insights. 

The Key to Successful Channel Marketing

Last quarter, one of the most famous brands launched its worst-performing campaign ever; at least, this is what it seemed like. But here’s the plot twist: they figured this out within one week. How? They found our platform, became our client, and achieved real-time data on streamer performance and audience engagement tracking with Sentiment Analysis. 

It has always amazed us how data is scattered within various platforms: stuck in social media accounts, on different streaming platforms, and on individual creator reports. It's nearly impossible to manually collect all this data, track performance, or optimize campaigns in real-time. This frustration was one of the key reasons why we came up with the idea to develop the AI-driven marketing platform Entyx.

Back to the client’s worst campaign, as you are probably wondering what happened next. Within one week, the real-time data made it clear: the cost per lead was way overpriced, engagement on influencers’ socials was low, and we could see that the message wasn't resonating with the target audience. Entyx’s real-time analytics and AI-driven dashboards provide the customer with all the necessary real-time data and insights. This allowed the client to redesign creatives, adjust the messaging, optimize streamer selection, and relaunch it without waiting until the campaign ends. It turned out to be the most successful campaign of the year. 

The interesting part is to compare this with how this usually works within influencer campaigns. Typically, brands launch influencer campaigns, wait for reports, and only get back meaningful feedback at the end of the quarter or the end of a campaign. Without a real-time connection, they would have never figured out that the marketing campaign wasn't working on such short notice. 

Is Real-Time Data Changing Influencer Marketing?

Because there is so much data available, processing it can be difficult, especially in influencer marketing. This is the industry's difficulty. Twitch broadcasters and influencers on other platforms produce a vast quantity of engagement metrics every day, including views, likes, chat engagements, and watch time. The problem is that advertisers are unable to transform statistics into insights that can be put to use. 

Some unexpected findings emerged from a poll we recently discovered among marketers who manage influencer campaigns:

• According to 80% of respondents, real-time data influences their marketing choices. 

• However, 40% admitted they still rely on outdated habits and old-school reporting methods.

This indicates that even while brands have access to a vast amount of data, many are still unsure of how to use it efficiently.

The Four Big Challenges in Influencer Marketing Data

1. There is no question that influencer marketing requires data. However, it's simple to become overwhelmed when monitoring performance across several streamers, platforms, and campaigns. Knowing which data is important is more important than simply having data.

2. Where can brands find the most accurate performance information about their influencer campaigns? Analytics for Twitch? Reports on social media? Tools for third-party tracking? Due to the fragmented nature of most data, there is no definitive solution. Because of this, it is challenging to evaluate outcomes, optimize campaigns, or make sure conclusions.

3. Although marketing teams use broad audience analytics to create influencer programs, the true insights are revealed during execution. Real-time interactions between streamers and their viewers cause engagement to fluctuate minute by minute. Without real-time adjustments, brands risk sticking to strategies that don’t work.

4. Although data tools offer statistics, they don't explain why viewers interact�"or not. The true competitive edge is in how teams analyze and respond to the data, not in the technology. The most successful brands integrate human intuition with analytics driven by artificial intelligence.

What Solution Do We Recommend?

The majority of brands discover that a campaign is failing only after it has ended. Entyx's real-time analytics eliminates the need for them to wait. Brands are free to:

• Quickly determine which streamers are generating the most engagement and which aren't.

• Determine which messages audiences respond to in real time.

• Rather than wasting money on useless content, change the strategy mid-campaign.

Data shouldn't only demonstrate the effectiveness of a campaign. It should serve as a roadmap for the campaign. Finally, influencer marketing has the real-time decision-making capability it requires with Entyx. 

With real-time data, streamers can optimize their content strategy, brands can make smarter partnership decisions, and campaigns can be adjusted on the go for maximum impact.

Let’s Sum Up!

At Entyx, we understand that data has a shelf life�"and in the world of influencer marketing trends, that shelf life is incredibly short. Whether you're an advertiser looking for the right streamers to promote your brand or a content creator optimizing their sponsorship opportunities, AI-driven real-time analytics provides the edge you need.

With Entyx, brands can see campaign performance as it happens, make data-driven adjustments instantly, and maximize ROI. Don’t wait until the end of a campaign to realize what went wrong. With Entyx marketing technology, you’ll know in real-time�"and have the power to turn things around before it’s too late.