Data Science for Influencer Marketing and How to Understand Your Campaign Effectiveness

Concerns over the effectiveness of influencer marketing are valid, but it’s important not to dwell on them. Instead, those in charge of campaigns should educate themselves on how the performance of their campaigns can be tracked. According to St. Joseph Communications, 67% of marketers already believe in influencer marketing as one of the best ways to reach a targeted audience. According to the same study, an influencer campaign may get you 11 times higher ROI than a traditional marketing campaign.

Quantify Influencer Audiences

The first step to a successful campaign is the right influencer selection. Look deeper into the influencer audience segmentation to see if they are the right age for your audience, if they are from the location you are interested in, etc. Being a good influencer should go beyond how many followers a profile has.

Utilizing Sideqik to find the right influencer is a great option since we have a database of over 20M profiles to find influencers (from micro to macro) across Facebook, Twitter, Instagram, YouTube, Twitch, Pinterest, Mixer, Tumblr, blogs and more.

Analyze Influencer Content

It is necessary to analyze the influencer content to ensure that the quality, tone, and originality of the material are on par with your audience in order to get the right response from the target audience. Content must be engaging, authentic, useful and if it is visual, even better. You are not aiming to appeal to everyone, only a hyper-specific subset of individuals or even a singular person or entity.

Use Data to Find Perfect Fit Influencers

There are several ways to directly measure the data that will highlight the influencer’s impact on different classic marketing efficiency indicators. Some examples of these indicators are the redemption of promotional codes and sales lift.

Campaign Measurement

Campaign measurement is important to ensure your marketing goals are being met. Having a campaign measurement plan will allow you to track the effectiveness of your influencer. Below are some noteworthy measurements.

Likes, Followers, Clicks

It’s imperative to pay attention to indicators that show an influencer’s impact on your campaigns such as likes, followers and clicks. These types of interactions confirm that an audience is actively engaged, relevant which will help grow awareness of your product or brand.

Promo Code Usage

The most accurate way to track a campaign using an influencer is by following the sales channel from acquisition to purchase. An important indicator of a good ROI is by coupon or promo code redemption. This method can establish a clear baseline for the performance of each influencer and serve as a tool in the decision to reuse a specific influencer.

Sales and Revenue

The best barometer of your campaign effectiveness using influencers is your bottom line. The most practical way to measure an influencer is how they help you reach new audiences and how this audience acts and as a consequence. Ideally, you want the audience to act by moving forward (buying your product, registering for your course, etc.) which leads to increased revenue.

Influencers can have a vital impact on the effectiveness of your marketing campaign if leveraged in the right ways. Influencers can be used to a company’s advantage to attract, nurture and convert buyers – ultimately impacting the growth of your audience base and overall revenue. If you’re ready to take your influencer marketing to the next level, Sideqik is your end-to-end platform for everything from discovery to collaboration and engagement.

Nancy Rothman

Nancy Rothman

Nancy is a passionate, results-driven marketing executive with more than a decade of experience in building robust integrated marketing programs for brands of all sizes, with specific expertise in the martech space. Prior to Sideqik, Nancy held roles at four successful martech startups, each of which received multiple series of fundraising and included two acquisitions. At CallRail, specifically, Nancy served as the director of marketing where she built the company’s brand and established it as a leader in its space. She also held roles at MeetEdgar, where she oversaw the entire sales and marketing practice, increasing the company's user base and annual recurring revenue, as well as PureCars, which was acquired by Raycom Media in 2015. As vice president of marketing for Sideqik, Nancy is responsible for developing and executing on the company's marketing strategy to drive overall business growth.

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