After the influencer marketing rush of 2016, a lot of companies that had thrown marketing dollars at influencers were left wondering what they’d just paid for. They’d get their standard metrics—reach, engagement, shares—and maybe some demographic data about the audiences. They might have gotten direct sales out of a campaign, or an uptick in followers, and called it a success. Or, they might have seen no tangible benefit and called it a failure.
Ultimately, though, they really had no standard by which to measure a given post’s performance. Metrics only give you an isolated picture, absent of context…Read More.