ThisThat

ThisThat is a data company specializing in advanced measurement solutions for influencer marketing. Its platform enables brands and agencies to accurately assess campaign performance, focusing on key metrics like brand lift. Through its offerings, ThisThat delivers actionable insights, allowing clients to understand campaign effectiveness and optimize strategies for stronger return on investment.

Co-founded in 2017 by Maximilian Osborne and Dominic Ivison, ThisThat emerged from the need for quantifiable data in the evolving influencer marketing landscape. They recognized robust measurement tools were lacking, creating an opportunity to provide clarity and demonstrate tangible impact for campaigns.

ThisThat's product is adopted by brands and marketing agencies aiming to enhance their influencer strategies. The company’s vision centers on empowering clients with comprehensive, best-in-class measurement capabilities. By providing deep analytical insights, ThisThat enables users to confidently expand marketing initiatives and achieve strategic growth objectives.

High-Level Overview

ThisThat is a technology company specializing in influencer marketing measurement and data analytics. It provides brands and advertising agencies with tools to measure the effectiveness of influencer campaigns by focusing on brand lift metrics such as awareness, consideration, intent, and advocacy. ThisThat’s platform enables advertisers to optimize campaigns, prove ROI, and grow budgets confidently by revealing the true impact of influencer-driven word-of-mouth marketing. The company primarily serves brands and agencies looking to harness influencer marketing with data-backed insights[1][2][3].

Origin Story

Founded in 2017 and incorporated as THISTHAT LTD in the UK, ThisThat emerged from the founders’ ambition to create a unique social media and survey platform that combines viral engagement with deep audience insights. The company’s approach leverages a Tinder-style swiping experience to gather millions of opinions driven by user curiosity rather than extrinsic rewards, giving it a competitive edge in market research. Early traction came from establishing itself as a trusted measurement partner for influencer marketing, enabling brands to prove and improve the power of influence[5][6].

Core Differentiators

• Measurement Focus: Unlike traditional brand lift tools, ThisThat emphasizes behaviors that matter most in influencer marketing, such as advocacy and intent, not just raw metrics.
• Multi-Platform Consistency: Provides a unified approach to measuring influence across multiple social platforms.
• User Engagement Model: Uses an innovative, curiosity-driven survey mechanism that boosts data quality and volume.
• ROI Proof: Helps brands retain and grow influencer marketing budgets by demonstrating clear campaign impact.
• Trusted by Industry Leaders: Recognized by top brands and agencies for reliable influencer campaign analytics[3][5].

Role in the Broader Tech Landscape

ThisThat rides the growing trend of data-driven influencer marketing, a sector expanding rapidly as brands shift budgets from traditional advertising to social influence. The timing is critical as marketers demand more accountability and measurable ROI from influencer campaigns. Market forces such as the rise of social commerce, increased consumer trust in peer recommendations, and the complexity of multi-platform campaigns work in ThisThat’s favor. By providing precise measurement tools, ThisThat influences the broader ecosystem by setting new standards for transparency and effectiveness in influencer marketing[1][2][3].

Quick Take & Future Outlook

Looking ahead, ThisThat is well-positioned to capitalize on the continued growth of influencer marketing and the increasing sophistication of brand measurement needs. Trends like AI-driven analytics, deeper integration with e-commerce, and expanded global influencer markets will likely shape its evolution. As brands demand more granular insights and proof of influence, ThisThat’s platform could become indispensable for optimizing marketing spend and strategy. Its influence may grow beyond measurement into shaping how brands engage with influencers and consumers in a data-first manner[3][5].