New Scoring System, Developed in Conjunction with Data Scientists and
Mathematicians, Ranks Most Influential American Gold Medal Winners
SAN FRANCISCO–(BUSINESS WIRE)–Global marketing communications firm Allison+Partners
has created a proprietary scoring system, developed in conjunction with
data scientists and mathematicians, to measure the potential impact
influencers can have on consumer decision-making. The new scoring system
goes beyond digital and social channels to allow marketers to more
effectively target those who activate and inspire others throughout the
process of consideration, purchase or advocacy. The new measure is
expressed with the equation (Reach + Authenticity) x Power.
Influence Impact Score is based on proprietary data from
Allison+Partners’ 2016 Influence Impact Report, which uncovered which
channels influence consumers the most. Developed to identify, qualify
and rank influencers based on potential impact, the Influence Impact
Score is used as both a diagnostic tool for evaluating existing programs
and a means to benchmark the effectiveness of future influencer
relations programs. At the core of the efforts is a holistic view of
managing media and influencer relations programs called Influence 360.
This approach is grounded in the belief that anyone who has the ability
to carry a brand’s message, regardless of channel, is an influencer and
someone who warrants engaging.
“We’ve developed a data-driven solution to influencer identification
that includes digital and offline sources, and evaluates influencers
with variables beyond just their engagement metrics,” said Corey Martin,
managing director, consumer marketing at Allison+Partners. “This allows
Allison+Partners to determine the most impactful influencers for brands,
whether they are a journalist, celebrity, politician or PTA member.”
While the new scoring system is already being implemented with clients,
the agency is officially launching the ‘Influence Impact Score’ by
identifying which top-of-the-podium athletes from the summer games hold
the greatest potential for influence. Allison+Partners has released the
results in a new report, “The Golden Influencers: A Ranking of the
Summer Games Most Influential American Athletes.” The findings can be
used by brands seeking to understand the potential effectiveness of
America’s top athletes.
Further information on the scoring system and ranking of athletes can be
found at www.allisonpr.com/influence.
A number of striking trends emerged from the report:
Swimming, gymnastics, basketball and track and field athletes
generally carry the most influence. All of the top 25 athletes came
from these sports, and four of the five U.S. gymnasts were included in
the top 25.
Carmelo Anthony and Michael Phelps are the most influential athletes,
and both received the highest score possible (100).
Simone Biles (96.3) rounded out the top three. Her teammates, Aly
Raisman (92.5) and Gabby Douglas (92.5), also ranked in the top 10,
beating out a number of players who enjoy promotional support and
media attention from the NBA, making their ascent and success even
More women are influential, overall. Of the top 25 athletes, 52
percent are women. Allyson Felix, the most decorated female track and
field athlete, scored an impressive 92.5.
Outspoken swimmer Lilly King (1551.49 percent) and Simone Manuel
(1537.66 percent), the first African-American woman to win an
individual gold medal in swimming, are the only two athletes who
experienced more than 1000 percent growth on Twitter over the course
of the summer games.
Michael Phelps, Simone Biles and Katie Ledecky were the most prominent
names in online media coverage, showcasing an undeniable ability to
dominate the summer games news cycle.
A number of first time medal winners, including shot putter Michelle
Carter (87.5), triathlete Gwen Jorgensen (80), and wrestler Helen
Maroulis (77.5), posted impressive scores. Carter was in the top 25 of
The top 25 most influential U.S. gold medal athletes are as follows;
to download the full list.
|First Name||Last Name||Sport||
|Allyson||Felix||Track and Field||92.5|
|Michelle||Carter||Track and Field||87.5|
Allison+Partners, an MDC Partners company, is a global communications
firm driven by a collaborative approach to innovation and creativity.
The firm was named PRWeek’s 2015 “Midsize Agency of the Year,” In2
SABRE’s 2015 “Most Innovative Agency” and The Holmes Report’s 2014
“Agency of the Year.” Allison+Partners is organized around seven
practices: Consumer Marketing, Corporate, Global China, Health +
Wellness, Public Affairs, Social Impact and Technology, and has offices
in San Francisco, New York, London, Tokyo, Hong Kong, Bangkok, Beijing,
Shanghai, Chengdu, Paris, Lyon, Berlin, Munich, Singapore, Chicago,
Boston, Washington D.C., Silicon Valley, Seattle, Dallas, Los Angeles,
Atlanta, Phoenix, Portland and San Diego. The agency also has a network
and deep affiliations with firms worldwide through MDC
Partners (NASDAQ:MDCA), a progressive marketing and communications
network, championing the most innovative entrepreneurial talent. For
more information, visit www.allisonpr.com.
Nicole Frankfort, 646-428-0651