How standard metrics can boost influencer marketing | WARC | The Feed
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How standard metrics can boost influencer marketing
Developing industry-wide metrics for influencer marketing can enhance the credibility of this approach, in part by enabling comparison with other touchpoints.
Casey DePalma McCartney, senior director/head of PR and digital engagement at consumer goods giant Unilever, and chair of the Association of National Advertisers’ (ANA) Influencer Marketing Advisory Board, outlined this view at a recent event held by the trade body.
Why it matters
Influencer marketing is seeing growth in uptake and budgets, but concerns remain around measurement, not least because agencies, brands and influencers often define metrics in their own ways.
Takeaways
- Standardized metrics will allow for the comparison...
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