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You’re Measuring Influencer Marketing Wrong: Redefine Value With Actionable Insights

Tue, Mar 5, 2019 1:01 PM EST{LOCAL_TZ}



Summary

Influencer marketing spend continues to grow—estimates put its value at as much as $10 billion by 2020. But all too often, advertisers are missing out on opportunities to accurately measure and quantify the impact of their influencer investments. Failing to tie influencer campaigns to sales lift or brand recall, not understanding discrepancies between follower count and actual content views, or not using organic engagement to maximize paid strategy can affect your campaigns. They don’t have to.

Hear from influencer marketing experts from Collective Bias, an Inmar company, and CPG brand Henkel for best practices and actionable insights to help you measure the impact of investments in influencer-generated content. You’ll find out how to:

  • Pinpoint quantifiable metrics for each influencer campaign
  • Create a winning strategy for influencer selection, blending influencer and audience demographics with historical performance data and category-level benchmarks
  • Utilize organic engagement data to inform your paid strategy
 
 Speakers

Leah Logan
VP, Media Products
Collective Bias

With over 10 years of combined digital and traditional marketing experience, Leah leads innovative products and growth strategies at Collective Bias. Previously, she was responsible for shopper marketing for the Walmart account at Dr Pepper Snapple Group.

Ken Krasnow
VP, Omnichannel
Marketing
Henkel, N.A.

Ken leads Henkel N.A. efforts to drive consistent yet nuanced and personalized messages from media to shelf. He leads the media, digital, shopper, promotions, merchandising and consumer call center teams.

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