MEASUREMENT: Proving Return On Influencer

Ask not what you can measure, ask what you want your WOM program to achieve.

In this metrics-driven world, companies need to show measurable return on marketing innovation—the investment dollars they put into our marketing programs. And we, as pioneers in our space, have to demonstrate success to validate our approaches and solutions. When it comes to measuring the success of our programs for our clients, we hold three truths to be self-evident:

• Start with your objectives. Ammo develops metrics to measure what you want to achieve. That may sound ridiculously obvious, but it’s surprising how often it’s overlooked. You want sales increases? We’ll work with you to measure those. You want image shifts? Ditto. You need to gain national PR? Ok, we can measure that. Strangely, we’ve yet to find a metric that can’t be measured.

• The One Thing. We are huge believers in the Net Promoter Score. If you measure just one thing, it should be that. It’s the single simplest indication of whether we’re doing our job right, and we ask all our clients to include it in their measurement metrics.

• Measure Results, Not Actions. We don’t, generally, believe you’re looking to just get people talking. Conversations are part of the actions that will generate results, but not the whole story. Consequently, we focus on measuring results – the results you deem mission-critical.

Finally, we’re well aware that Influencer Marketing will be compared to TV, print, PR, digital etc in terms of effectiveness. We have developed proprietary models for assessing relative cost effectiveness, what we call Return On Influencer.