The 2018 Influencer Marketing Maturity Assessment

Which of the following social metrics are you using to measure your influencer marketing programs? (select all that apply)

Max Potential Impressions: The number of times your brand message gets in front of your target audience

Engagements / CPE: The numbers of social interactions you receive from influencer-produced content, such as likes, comments, shares, etc.

Clicks / CPC: The total number of times audiences clicked on content to “learn more”

Total Potential Reach: The cumulative number of followers from all influencers utilized in a campaign

Number of Influencers: The total number of influencers paid to participate in a single campaign

Channel Growth: Increase in brand channel likes, followers, or subscribers across all platforms

Total Pieces of Content: The number of sponsored pieces of content placed on the web during a campaign, including all blogs, photos, videos, and social shares

None: I do not currently measure any of these social metrics

Which of the following insights are you able to gather from your influencer marketing programs? (select all that apply)

Individual Content Performance: Evaluating each piece of content based on impressions, engagements, clicks, etc., to determine top-performing content

Influencer Performance: Evaluating the performance of each influencer based on campaign objectives, as well as overall reach and cost efficiency, to determine top-performing influencers

Engaged Audiences: Gathering demographic and psychographic data on the audience that engaged with the campaign

Increase in Brand Mentions: Analyzing share-of-voice of brand/retailer against competitors, as well as brand sentiment

Equivalent Media Value: A calculation of the estimated cost to deliver the same number of impressions via other methods (such as an ad buy)

Content Value: The estimated cost to generate the same volume of unique content as the influencers produced in a campaign

Audience Attention: The aggregate amount of time the audience spent seeing and interacting with the content in a given campaign

None: I do not currently gather any of these insights,

Which of the following business metrics are you using to measure your influencer marketing programs? (select all that apply)

Promo Code Redemption: Codes or coupons that are exclusively connected to your influencer marketing campaigns to track sales

Tracked Link Conversions: The volume of conversions specifically from unique tracking links used in influencer content

Correlation Analysis: Measuring how the timing of campaign delivery correlates to lifts in key business metrics, such as daily sales

Ad Recall Study: The estimated percentage of ad viewers who would likely remember the ad if asked 48-hours later

Web Traffic Performance Lift: The increase in website visits throughout the course of a campaign and/or the performance of that traffic

Goal Conversions: The total number of audience conversions during an individual campaign, such as email capture

Branded Keyword Search Volume Lift: The increase in organic search volume for your brand and/or product during and shortly after a campaign

Affiliate Sales: Measuring influencer affiliate links to track sales online through social channels and blog content

None: I do not currently measure any of these business metrics

Which of the following performance studies are you using to measure your influencer marketing programs? (select all that apply)

Sales Lift Study: A system by which purchase behaviors of those exposed to the influencer content is analyzed against a control group that did not see the content.

Foot Traffic Study: A system by which presence in story of devices exposed to influencer content is analyzed against foot traffic of a control group that did not see the content.

Media Mix Modeling: A statistical analysis on sales and marketing time series data to estimate the impact of various marketing tactics on sales and then forecast the impact of future sets of tactics.

None: I have not implemented any of these studies

The 2018 Influencer Marketing Maturity Assessment

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