Sanghamitra Karra from Morgan Stanley emphasizes the importance of showcasing the successes of talented women founders as both an equity issue and a business imperative. Jenny Tsai, CEO of WeArisma, applies data analytics principles, inspired by “Moneyball,” to the influencer marketing industry. WeArisma’s SaaS platform helps global enterprises optimize their marketing spend, contributing to the industry’s growth, which surpassed $16.4 billion last year.
Published On: February 3, 2023
Sanghamitra Karra, Managing director and EMEA head of the Multicultural Innovation Lab at Morgan Stanley:
“Different kinds of founders tend to solve different kinds of problems with hugely innovative solutions, there’s a need to over-index and actively “showcase the successes of these extremely talented women”, not just as a question of equity but of business imperative.”
Tsai’s company WeArisma is a SaaS platform providing influencer analytics to global enterprises to optimise marketing spend and to achieve communication objectives.
Last year, the influencer marketing industry’s worth surpassed $16.4b and 80% of social media users base their purchasing decisions on influencer recommendations. Inspired by the book Moneyball, Jenny applied the principle of data analytics to influencer marketing.
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Brands use both paid influencers and unpaid advocates to drive awareness and engagement. While influencers are compensated for their endorsements, true brand advocates promote products out of genuine enthusiasm, making their support more trusted and impactful. Striking the right balance between paid and organic advocacy is key, and tools like WeArisma help brands identify, measure, and optimize both. Understanding how to develop and engage these advocates—whether unpaid champions or strategic partners—can provide a significant advantage.
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