Sylo will use retail sales and shopper marketing data from the Nielsen Global Connect business to deliver insights on which influencers are affecting sales. Sylo’s campaign monitoring tool, Tracker will be aligned with Nielsen’s customers, to streamline influencer measurement with that of paid measurement.

During a recent pilot programme, Sylo’s Tracker identified individual influencers within a larger national campaign by a global CPG brand with a strong regional presence. The combined service revealed that sales in this specific region outperformed the national trend, as other influencers in this campaign did not have concentrated regional audiences.

Erick Schwab, co-founder of Sylo, said: "The future of influencer marketing is long-term partnerships with authentic, Sylo certified creators, and now marketers will have a way to spot brand sales lift faster to help inform how to best optimise the campaign toward sales."