You're analyzing influencer marketing ROI data. How do you make sense of conflicting insights?

In the dynamic world of influencer marketing, clarity is key. Defining success is not just a starting point but a strategic compass that guides every aspect of your campaign. Whether it's soaring brand visibility, skyrocketing sales figures, or a burgeoning follower count, setting precise targets is crucial. It transforms a sea of data into actionable insights, enabling marketers to hone in on what truly matters—impactful results that resonate with their brand's vision and objectives. Embrace this approach, and watch as your influencer campaigns flourish, driven by data that's as meaningful as it is measurable.

By Understanding the data sources, reconcile differences, and use analytical approaches, can also measure influencer marketing ROI by tracking key performance indicators (KPIs) such as revenue and conversions, page views and impressions, engagement, earned media value (EMV), and followers. You can utilise influencer marketing tools to measure your ROI, which can help you uncover influencers, track their performance, and determine how well an influencer is doing.

1. Review Data Sources: Ensure all data is coming from reliable and consistent sources to avoid discrepancies. 2.Identify Key Metrics: Focus on essential KPIs like engagement, reach, and conversion rates to streamline analysis. 3. Segment Audiences: Break down the data by audience segments to see how different groups respond to the influencer's content. 4. Contextualize Results: Consider external factors (e.g., seasonality, market trends) that might explain conflicting insights. 5. Test and Refine: Conduct A/B testing to verify which insights align better with real-world performance and adjust strategies accordingly.

Super important to have a broad view of “reach” and “impressions”. Do not get me wrong, marketing only matters if someone eventually converts - but emphasis here on ‘eventually’. I believe the most effective social media marketing involves a slow, drawn out process, that builds credibility and rapport. If you strictly observe the immediate conversion, you are likely not constructing the best funnel.

When data sources don’t align, it’s like comparing apples to oranges. I’ve seen this a lot—social media engagement doesn’t always match up perfectly with internal sales data. The key is understanding the context behind each data source and adjusting your approach to make them more comparable. Whether it’s tweaking your methods or using a weighted approach, it’s all about making sure the data tells a clear, consistent story that helps you measure success effectively.

This is a tale as old as time. Half of spend is down the drain, you just don't know which half. Sales is usually the only reliable KPI here. Everything will be mixed together. Even PROMO codes are not the same with the advent of Honey and other services that just give out codes to use by anyone. Rough alignment is enough.

Depends on the campaign objectives. For smaller companies looking more for conversions, perhaps your internal metrics are best. But for any company looking for a relationship with said influencer and his or her audience, then their metrics mights be best. If the ladder is your objective, you will likely need to learn to interpret less easily quantifiable data - such as sentiment in the comment section.

1. Map data sources, both internal & external. 2. Superimpose both sources to see where the discrepancy lies. 3. Map the user journey to understand origination and track conversion. 4. Verify with the tracking (UTM or pixel) analytics dashboard to cross verify the sources. 5. If unable to track and verify, account for a margin of error and resolve. 6. Use a time window to track and analyze for better result understanding.

Your data points need to be on the same level when getting data from different sources. Some exceptions can be made for platform based data points so you need to highlight them beforehand, so the expectation is set right and there isn't an apple & oranges scenario when comparing influencer performance. Also, be open to new learnings, for there isn't a fixed formula even for the platforms those influencers are operating on. Historical data is the way one maps a potential expectation, however it's not to be set in stone at any given point in time. Let the influencer and brand correlation evolve for your audience, as that plays a pivotal role in the long-run.

I think best is to 1. Incentive influencer pay based off of results on your end and also 2. Learn to read quality and general sentiment of the comment section. The above mostly applies to those looking for immediate ROI and less for companies looking to build a longer funnel and/or awareness campaigns. For companies trying to achieve such, I will double down on the importance of gauging the quality and sentiment of a comment section. Finally, observe the shares - much conversation happens over DMs and messages, not the public comment section.

I think the key to this is the Briefing, which should not be a static action. To be able to reconcile expectations, execution and results. Observation, attention to the timeline and flexibility in ideas are very important, since trends change from one moment to the next.

Not all content pieces are supposed to drive sales. Some are TOFU content that just drive traffic, while others can be BOFU, which basically lets you sell and see your bank account go KaChing! 💸 To generate ROI focus on setting up your content funnel and consistently put out good content. Once you have impressions through TOFU, Make BOFU content that helps you sell. :))

Engagement metrics like likes, comments, and shares are commonly used to gauge influencer marketing success, but they don't always correlate with ROI. A flood of likes might not necessarily drive sales. To truly assess engagement, dig into the substance behind these metrics. Analyze the nature of comments—are they meaningful and positive, or generic and indifferent? Investigate the context of shares to see if they indicate genuine interest or casual endorsements. This qualitative assessment can reveal how deeply the audience connects with your content and brand, offering a more nuanced view of your campaign’s impact beyond surface-level interactions.

Additionally, it is vital to ensure the selected influencers for the marketing campaign are in a similar niche to the business and services being sold. This alignment ensures that the influencer's network of followers includes a good representation of the business's target audience, enhancing engagement with the content. When influencers resonate with the brand's niche, their followers are more likely to be interested in the products or services offered, leading to higher conversion rates and more effective marketing outcomes.

En el mundo del marketing de influencers, donde el seguimiento de conversiones es clave, contar con herramientas que midan con precisión cada punto de contacto es esencial para resolver datos contradictorios sobre el ROI. En Hashting, ofrecemos soluciones que permiten etiquetar a cada influencer con una URL única, lo que facilita medir su rendimiento en todas las etapas del funnel y conectar su impacto directamente con las ventas, desde el awareness a la conversión. Si estás interesado en obtener más información sobre nuestras herramientas y cómo puedes optimizar tus campañas, estaré encantada de profundizar en los detalles. ¡Hablemos pronto! saludos,

Once more this depends on your objective. I should add that I believe long form influencer partnerships make the most sense for selling product. If you can align with an influencer who has a strong audience connection (tends to correlate with longer content) and your product or service is tightly related to this influencers content, then this can be quite effective.

Conversion tracking is where the rubber meets the road, yet it’s often where confusion reigns. Different platforms attribute conversions differently, leading to conflicting insights. Here, consistency is king. Establish a unified tracking method across all channels to compare apples to apples. This way, you’re not just gathering data—you’re building a cohesive narrative that drives actionable insights.

To resolve conflicting ROI insights, prioritize conversion tracking. Monitor actions directly contribute to goals, such as clicks leading to purchases. Low conversion rates despite high engagement suggest the content is appealing but not driving sales effectively. Analyze the customer journey from influencer content to purchase to pinpoint drop-off points and optimize your strategy accordingly.

When comparing campaign success, it is very important to understand that these stories are rarely one or two variable events - and that while it is easy to make a quick, neat and compelling story - that these stories are often too quick, too neat and too compelling, and often not too true. If something works, double down and iterate. A tight iterate feedback loop here is key.

For your campaign to be effective, you need to set a timeline for your goals. The success of your campaign heavily relies on how you set your goals. Clear goals are a win-win for everyone

Comparing campaigns side by side can help you uncover patterns and insights that explain conflicting ROI data. By analyzing what worked and what didn’t across different influencers and content formats, you can identify key factors that contribute to success and refine your strategies for future campaigns.

From my experience, sometimes the best way to make sense of conflicting ROI data is to compare different influencer campaigns side by side. I look for patterns in what worked and what didn’t—whether it's audience alignment, content format, or timing. For example, one influencer's audience might better align with the brand, or perhaps the format of their content resonated more effectively. By doing it, I can identify consistencies and anomalies that clarify the data and provide valuable insights for shaping future strategies.

To make sense of conflicting data, compare different influencer campaigns. Look for patterns in what worked and what didn’t. Did certain influencers’ audiences respond better to your brand? Was a particular content format more engaging or effective in driving sales? By comparing key metrics across different campaigns, you can pinpoint which factors contribute to success. Analyzing these patterns helps you understand your audience better and refine your approach, allowing you to replicate successful elements and avoid past mistakes in future campaigns.

It's really important to understand your product specifics and how people come to purchaise decision in the category, and adjust the strategy of influencer marketing to it. It can happen that most engaging and viral videos just don't drive sales, and this is OK. Focus on CPM then and measure awareness and organic on a long-term period.

Estratégia digital que aposta no marketing de influência é um documento criativo, vivo e mutável! É crucial manter a flexibilidade e a disposição para ajustar as estratégias de marketing de influenciadores. Afinal, os dados oferecem uma base sólida para decisões informadas, mas o sucesso está em como você responde a eles. Coisas para apostar: Experimente diferentes abordagens, como variar os tipos de conteúdo ou colaborar com influenciadores diversificados; Observe como essas mudanças impactam o ROI da campanha; O aprendizado constante e a adaptação são essenciais para garantir que uma estratégia digital esteja sempre alinhada com os objetivos do cliente e maximize os resultados desejados.

When data insights conflict, flexibility is key. Use the information to refine your influencer marketing strategies. Experiment with different content types, such as videos versus static posts, or test different influencers who may better align with your brand. Continuously monitor how these changes affect your key metrics. This iterative process of testing, learning, and adapting ensures that your campaigns are always improving. By being responsive and open to change, you can better navigate conflicting data, optimize your efforts, and ultimately achieve your desired marketing outcomes.

Quando algo não está dando resultado, o negócio é não ter medo de mudar o rumo. Sempre rola testar formatos diferentes, outros influenciadores ou até ajustar a frequência das postagens. A chave é ficar de olho no que funciona e no que não funciona, fazendo pequenos ajustes ao longo do caminho. O ROI é uma bússola, e estar disposto a adaptar e aprender com os dados te ajuda a melhorar o desempenho e atingir os resultados que você quer.