This is a big deal. Almost three years ago, we got the idea to use the science of influence to predict campaign performance. We believed, so we started towards that future not knowing how long the journey would be. Since then, we built a world class product team, an industry-best influence model, a web-scale scraper, and a pipeline and interface for displaying this new understanding. Trudy Score is the culmination of years of joy and struggle bringing to life the original idea stewarded with us.

Now with Trudy Score, you can make higher ROI influencer selection decisions in less time by focussing on influencers who have a good chance of performing for your brand – ahead of those who don’t. Trudy Score does this by combining the intelligence of decades of psychological research with evidence from thousands of past performance partnerships into a transparent model which predicts influencer performance with considerable accuracy. By selecting with Trudy Score, you can expect an average campaign ROI uplift of +30% by weeding out the duds who have low performance potential and stacking campaigns with those more likely to perform.

Each influencer has a Trudy score which varies between 0-100, which equates to their probability of delivering a good conversion rate, the crucial hardest to predict factor in the ROI equation. We define a good conversion rate as performing in the top 75% of influencers within a typical campaign. A score of 90 thus means they have an 90% chance to avoid falling among the duds, while a score of 49 means they’re more likely than not to be a dud. For example, if you shortlisted 100 influencers but then booked only those with Trudy Scores of at least 75, you would expect to see a +30% ROI uplift compared with if you had booked all 100 influencers.

Trudy score is not a replacement for human intelligence – it’s an enhancement. Trudy score needs you to make the final decision because there are so many factors for a great collaboration which Trudy doesn’t measure, such as product relevance and audience fit, and these factors can outweigh those which Trudy does measure.

Trudy Score therefore is not the only metric that matters – it’s an important deciding factor in your arsenal . The messy, human nature of influencer marketing is also the reason that the Trudy Score is accurate primarily at scale. It’s true that one influencer with a score of 50 can outperform one with a score of 90 due to a creative breakthrough, a chance event, or any number of uncontrollable factors. It’s also true that 100 influencers with a score of 90 are almost guaranteed to outperform 100 influencers with a score of 50 because the noise from these unmeasured and uncontrollable factors will wash out by the law of large numbers. Individual humans are free and unpredictable, but humans as a group have certain measurable tendencies upon which we can make overall predictions of their behaviour.

Ultimately, no one has time to study hundreds of papers on the science of influence, review thousands of previous collaborations, and watch the last 10 videos for 1.4M influencers to filter for those who could work for your brand. Trudy does this hard work for you, filtering out those with limited chance of success so you can focus on thoroughly vetting and engaging those with the potential to perform.