Linking influencer marketing to revenue is “the golden ticket,” Christina Westley, head of influencer marketing at PepsiCo Content Studio, says in Econsultancy’s “Influencer Marketing Best Practice Guide” study.
However, a wide range of approaches and methodologies are used to measure ROI and real-world interactions are particularly challenging to value.
PepsiCo’s Ms. Westley stated, “Influencer marketing will always have this human element to it that turnkey paid media won’t, so some of these metrics still have to account for the human side of things, and the natural reaction influencers might have to campaigns.”
