How Hugo Elevated Influencer Marketing Analytics for a SaaS Platform
The Client
The Client is a SaaS platform that helps global brands scale and measure influencer marketing. Founded in 2012, they provide analytics to track earned media value and consumer engagement across social platforms, enabling marketing teams to build influencer communities and optimize digital marketing.
Key Challenges
Complex Natural Language Processing (NLP): Distinguishing genuine brand mentions from casual references required nuanced understanding. For example, differentiating “I love this foundation from Lumière” from “The foundation of good skincare” proved difficult for their AI.
Data Volume and Accuracy: Analyzing millions of social media posts while maintaining speed and precision was a key obstacle.
Evolving Social Media Language: Constant changes in slang, abbreviations, and trends required ongoing updates to their recognition model to remain accurate.
"Our algorithms need to understand context and nuance just like humans do. Detecting the difference between casual mentions and actual brand endorsements is surprisingly complex." - Alexandra R., Chief Technology Officer
The Solution
Hugo assembled a dedicated team with expertise in social media trends and brand marketing terminology. The team underwent focused training to identify, extract, and tag brand mentions with accurate contextual interpretation. Hugo ramped up the team within weeks to meet the Client’s urgent needs.
High-Precision Annotation Process:
To enhance accuracy, the team implemented strict quality controls, including multi-step validation, cross-checking by the QA team, and continuous feedback loops with the Client’s data science team. This process ensured:
Over 99% accuracy in identifying and classifying brand mentions
Precise tagging of context-dependent references missed by automated systems
Recognition of emerging terminology and informal brand mentions through ongoing trend analysis
Continuous Model Improvement Framework:
Hugo handled 60-70% of monthly vetting tasks, identifying brand mentions the algorithm hadn't learned. The team documented regional and demographic variations in brand references and provided ongoing training data to prevent model drift and maintain accuracy.
Scalable Classification System:
Hugo developed a flexible annotation workflow that adapted to new markets, brands, and social platforms, ensuring seamless expansion while maintaining quality standards.
The Results
4x increase in brands analyzed, growing from 700 to 2,600+
97%+ accuracy consistently maintained in brand mention identification
70% reduction in false positives, improving data reliability
500,000+ social media posts processed monthly with high precision
40% faster expansion into new market segments due to scalable annotation workflows
Strategic Impact
Hugo’s annotation services have strengthened the Client’s analytics, enabling more precise influencer marketing insights at scale. According to Alexandra R., "Working with Hugo has significantly improved our ability to serve clients and expand into new markets. Their team's expertise is now a key part of our growth strategy."
