America's CreatorIQ acquires marketing analytics firm Tribe Dynamics

The deal brings together Tribe Dynamics’ advanced analytics and benchmarking solutions, the industry standard for beauty and fashion brands like Estee Lauder, Fashion Nova, and LVMH, with the ability to make those insights actionable through CreatorIQ’s Creator Intelligence Cloud.

The combined company will extend CreatorIQ’s leadership position as the largest influencer marketing SaaS platform in terms of revenue, growth, data authority, and global expansion with over 450 customers, 250 employees, and $90 million in funding. The companies provide an end-to-end solution for marketers to find, activate, manage and measure their creator relationships. As influencer marketing continues to grow in size, scope, and maturity, brands need industry-standard models and data along with a 360-degree view of performance. CreatorIQ is leading the way to establish these standards and bring a new level of sophistication to the space at large, the company said in a media statement.

At the time of acquisition, Tribe Dynamics was in a period of rapid growth with new bookings growing over 100 per cent YoY with a 110 per cent net retention rate in the first half of 2021. The transaction is expected to close in Fall 2021, after which Tribe Dynamics will continue to operate as an independent company for the foreseeable future. Cooley represented CreatorIQ as counsel in the transaction, while Perkins Coie served as counsel for Tribe Dynamics. Truist served as the investment bank for Tribe Dynamics.

“We are thrilled to be acquiring such a fast-growing, authoritative leader in Tribe Dynamics. With this union, CreatorIQ is accelerating our focus on advanced data science and analytics. Applying Tribe Dynamics’ proprietary models, which are the standard in the beauty and fashion industries, to additional verticals will allow us to offer analytics and measurement benchmarks for the entire industry. This partnership raises the bar for what leaders should expect from an influencer marketing platform,” Igor Vaks, founder and CEO at CreatorIQ said in a statement.

“This is a big deal. Tribe Dynamics coming together with CreatorIQ is more than just two influencer marketing leaders joining forces with complementary strengths. It’s a profound opportunity to create standards for the entire influencer marketing sector and represents a multi-billion-dollar market opportunity. Together, we will represent the unquestioned leader in the market and we are committed to serving the needs of brands across the globe as they invest in influencer marketing,” Conor Begley, president at Tribe Dynamics said.

CreatorIQ has seen rapid growth and customer expansion for the last five years, and is fresh off a round of new funding, adding another $40 million to its balance sheet. The new funding round was led by previous investors TVC Capital, Kayne Partners Fund, the growth private equity group of Kayne Anderson Capital Advisors, Affinity group, and Unilever Ventures. Silver Lake Waterman joined the effort as a new investor in the company.

Fibre2Fashion News Desk (GK)