Influencer Marketing, Part 8: Analyzing Performance

You’ve made it to the top of my sequence on influencer advertising and marketing.
To date, I’ve outlined influencer advertising and marketing and addressed why retailers ought to use it. I’ve defined easy methods to set objectives, easy methods to choose the best channels, easy methods to goal and pitch influencers, and easy methods to benefit from your first marketing campaign.
In this closing, “Part 8” installment, I’ll describe a course of to investigate efficiency.
Influencer advertising and marketing can drive ecommerce gross sales. The eight posts on this sequence will help retailers launch, iterate, and enhance influencer campaigns.
Post-mortem Analysis
A autopsy advertising and marketing evaluation determines what went proper and incorrect with a marketing campaign or technique. The end result types actionable steps to enhance future efforts. The course of includes amassing important knowledge throughout a marketing campaign and assessing it afterward.

Document all the things. Rigorous note-taking will help bear in mind important marketing campaign developments, similar to an influencer requiring two revisions, your entire artwork division out sick, or builders forgetting to set a monitoring pixel. Documentation just isn’t about finger-pointing. It’s an goal clarification as to why the marketing campaign exceeded or failed in assembly its objectives.

Meet with stakeholders afterward. Assemble all individuals post-campaign. Developers, designers, entrepreneurs, gross sales — all concerned ought to attend. This is as a lot a planning assembly for the following marketing campaign as a rehash of the one simply concluded. Were the objectives met? Did labor prices exceed expectations? Was income larger than anticipated? Stick to the info — a chilly, sober evaluation.

Identify learnings. From the info dialogue, apply the teachings discovered with out attaching blame. For occasion, the artwork division could have discovered that the influencer most well-liked a unique format and elegance, leading to further labor. The gross sales staff could have discovered that coupon codes assigned to Instagram viewers had been additionally fulfilled by Pinterest customers, suggesting the latter is a promising future channel.

In my expertise, a autopsy evaluation can shortly get off-track as stakeholders attempt to defend their choices. Stick to the agenda. Remove personalities and focus solely on the info.
Post-mortem Questions
Post-mortems aren’t straightforward. Ask the next questions of all taking part departments to isolate potential adjustments.
Collaboration. Did the staff:

Understand the aim?
Build a consensus?
Receive wanted folks sources?
Notify managers through the marketing campaign on progress and roadblocks?

Process. Did the staff:

Accurately prioritize duties?
Sync the duty timeline with the aim?
Match the marketing campaign date with the aim?
Communicate surprising roadblocks?


Who was the important thing decision-maker?
Did the important thing decision-maker execute correctly?
Did all individuals perceive their roles and duties?
Was extra personnel crucial to finish the marketing campaign, similar to distributors and different inside departments?

Next steps.

How can senior administration assist with future campaigns?
Which learnings may end in faster execution at much less value and larger income?
Are totally different capabilities wanted?
Should objectives be re-assessed?

Iterate and Improve
It could look daunting, however a autopsy evaluation is crucial for iteration and enchancment. The result’s high-performing influencer campaigns that surpass your rivals.

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About the Author: Amanda