Sama Powers Tribe Dynamics to Measure Your Influencer Marketing Efforts

The Overview

Tribe Dynamics launched in 2012 to help leading global brands operationalize, scale, and measure their influencer programs. Since 2017, Sama has powered this technology, training Tribe’s ML algorithms to help to build more robust influencer communities for a global portfolio of brands.

The Challenge

Tribe Dynamics’ direct users are marketing teams tasked with measuring the ROI of their influencer program. They want to track their share of the conversation versus their market share benchmark to assess how well they’re doing against competitors and identify their most effective influencers. In short, they need Tribe Dynamics to help them cut through the noise and make data-driven decisions.

Here’s an example; if a post is talking about Benefit Cosmetics and the company is tagged as such, it’s typically an easy find. However, it becomes more complicated when the algorithm needs to detect the difference between “I love this blush from Benefit” and “The benefit of using blush,” where one is a brand mention and the other a tutorial.

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The Solution

Sama’s expert annotators assume the tasks of locating, extracting, and tagging key brand mentions in the posts generated by Tribe Dynamics, delivering:

• Consistent quality SLA of >99%, enabling the algorithm to become more intelligent over time.

• 60-70% of the monthly vetting tasks: identifying brand mentions and common language ways of talking about a brand that the algorithm isn’t yet trained on.

• A continuous steady stream of new training data that also helps overcome model drift, ensuring the model’s predictive accuracy over time.

The Result

The volume of data Tribe Dynamics is able to provide their clients has grown almost 4x—from 700 brands in 2018 to 2,600 brands this year. Sama has been key to this growth.

Sama has become part of the architecture of the company. When Tribe Dynamics decides to expand into different markets, Sama is integral in the scoping of these new opportunities.