Influencer Marketing company Pursway (formerly Datanetis), says it is helping a growing number of consumer companies improve the effectiveness of their customer relationship strategies, boosting customer acquisition, retention, and cross-selling outcomes. Companies working with the Pursway solution include Vodafone Group, Orange, and other leading mobile network operators, as well as companies in the retail, financial, and travel and hospitality sectors. Off the back of major customer wins, Pursway is expanding its operations in Europe and N. America with a $6 million (3.85 million) Series A investment from Battery Ventures. 
Based on a combination of patent-pending algorithms and influencer marketing expertise and success metrics developed in over 100 customer implementations, Pursway claims to offer the first and only solution that enables companies to leverage social influence in a scalable and measurable fashion.  
It is well-documented that most buying decisions are made as a result of recommendations from friends, family, and colleagues, says Pursway CEO, Elery Pfeffer. Our solution enables companies to close the gap between how they market their products and services and the way consumers really make their buying decision. Working with some of the leading global retail, financial, and telecommunication companies worldwide, the results show 5-10 times improvement in marketing ROI in as little as three months.
The Pursway solution enables companies to identify the influencers and followers for each product or offer within their customer database. They can then create campaigns that utilize this information in a measurable fashion that can be tied to success metrics. 
Helping the launch of social network analysis initiatives in several European mobile network operators, Pursway has been able to expand the operators knowledge of the subscriber base and identify a large number of influencers not considered in previous analyses, says Saverio Romeo, Industry Analyst at Frost & Sullivan. The effect of the influencers on the campaigns has also been significant. On average, each influencer has caused three to seven followers to respond to the campaign that, in turn, has strongly increased product uptake.
Rather than searching for opinion leaders in social media conversations on Twitter and Facebook, Pursways method enables companies to identify the millions of everyday influencers, using only data that already exist in their customer database, and without infringing on the privacy of online conversations. 
Our findings from over 100 customer projects show that people who talk the most, post the most, or have the most connections are not necessarily the real influencers when it comes to actual buying behavior, says Pfeffer.