Influencer marketing platform Later has partnered with AI-powered platform Domo to scale and drive revenue opportunities using the latter’s AI and data platform. The partnership enables Later to analyze complex data sets and develop strategic insights for its network of creators.

Since 2022, Later has experienced significant expansion, which, in addition to paving the way for opportunities to grow, has also brought challenges in managing increasing volumes of data while providing actionable insights to its creator network.

“Domo is literally at every level of our business, and it has really created a data-driven culture here,” said Emily Sutton, Chief of Staff at Later, in a press release. “Not only are we looking at it from a C-suite perspective, but people at all levels are using Domo daily to drive decision-making for the business.”

Creating a ‘Golden Path’ to Success

Through Domo’s platform, Later has identified patterns among its 750 most successful creators, establishing what it calls a “golden path” to success. These insights help guide new creators toward effective platform usage, increasing engagement and delivering more value to brand partners.

The partnership supports Later’s broader strategy following its January $250 million acquisition of Mavely from Rhyz Inc. This acquisition, funded through investment from Summit Partners, expanded Later’s capabilities by integrating Mavely’s network of 120,000 creators who have generated over $1 billion in gross merchandising volume across more than 1,400 brands.

Elevating Influencer Marketing

Later is positioning its platform to rival paid search and social channels in simplicity and data transparency. Rather than viewing influencer marketing solely as a brand awareness tool, Later leverages Domo’s platform to demonstrate how creators directly drive revenue.

“With the rapid expansion and use of social platforms, Later has captured the power of data so that its creators can grow and scale efficiently in the fast-paced retail and marketing space,” stated Mark Maughan, Chief Operating Officer at Domo.