This document discusses measuring the effectiveness of influencer marketing campaigns. It defines an effective campaign as one that is both profitable and scalable. To measure effectiveness, the document recommends calculating return on investment (ROI) by tracking marketing costs, revenues, and using proper attribution methods to connect influencer efforts to outcomes. The document outlines steps for attribution, including assigning unique landing pages to each influencer and using surveys to calculate a multiplier for indirect purchases. It also provides alternatives like engagement metrics and organic growth if direct purchases cannot be tracked. The key takeaway is to define clear metrics and set up proper tracking and attribution for each campaign.

2. Measuring the Effectiveness of
Influencer Marketing
#Blinkiststyle

3. Definition
How do we measure effectiveness?
What data to look at
Tracking and attribution
Other available methods
What I will be covering

4. “This influencer campaign is effective…” ?
effectiveness = profitability
ROI (Return on Investment)
LTV (customer Life Time Value)
effectiveness = scalability
effective campaign = profitable + scalable
Note: definition can be different for others
Our Definition

5. To align with our business goals
Influencer Marketing should be profitable
We’re BWM or Mercedes Benz
Why did we come up
with these definitions?

6. So, how do we measure this
‘effectiveness’?

7. #ROI
Marketing Cost (influencer fees)
Revenues
#To get this, we need proper tracking & attribution
Which metric do we look at?

8. Step 1
Every influencer has their own landing page, so we
can attribute signups and purchases correctly

9. Step 2
We have a ‘multiplier’ for those who convert without
going to the landing page.
• How do we calculate the multiplier? We do
it through a HDYHAU survey and organic
uplift. If you have questions, ask Gessica !
• Assume that the multiplier is 2x after the
calculation:
• So if the landing page tells us we have
10 purchases from PickUpLimes, we can
assume 10 additional (organic)
purchases happened

10. Step 3
With our 10 direct purchases, and the 10 indirect
purchases (calculated from the multiplier), we can
find out the ROI!

11. If the ROI turns out to be
bad, what else can we do?

12. We look for more!
• We look at all influencers as a whole, not
individually (80/20 rule here)
• Maybe the ad could’ve been done differently
(placement)
• Maybe more than one mention is needed
• Some campaigns take longer to wrap up

13. ROI is still horrible,
what’s next?

14. Then we look at other metrics…
• Content Engagement: The issue might be the influencer’s
content itself, not Blinkist
• View-to-click rate: The pitch wasn’t convincing
• Click-to-signup rate: Our landing page sucks?

15. What happens if you don’t track purchases
or
you work with brand awareness campaigns?

16. Something we can consider…
• Organic uplift
• Social media growth
• Uplift on other paid marketing channels
• SEO improvements
• Change in sentiment (can be tracked)

17. Key Takeaway
Define your KPI for every campaign and get
your tracking and attribution set up.

18. Questions?