Steph Money of ThisThat talks influencer measurement Artwork

The Influencer Marketing Lab

The Influencer Marketing Lab is a weekly podcast covering the influencer marketing industry. Each episode Scott Guthrie talks with topic experts about the industry - the business, the tech, the key themes and the media coverage. They examine what's making the news; where it's being reported and why; they then offer a blend of thoughtful analysis. They also dig into the big business themes surrounding influencer marketing. Influencer marketing works. The sector has grown x20 in the last five years and is now valued at $10 billion dollars. But growth spurts are often accompanied by growing pains. Influencer marketing is no exception. The industry is plagued by negative media headlines, charges of influencer fraud, a lack of transparency, and a perception that success is difficult to measure. This podcast gives marketers and business owners the lowdown on this fast-growth sector. Scott Guthrie an influencer marketing management consultant, conference speaker, guest university lecturer, top 10 blogger, and media commentator. World-renowned marketer Mark W. Schaefer has called him "the leading voice of influencer marketing". Take a listen and decide for yourself.

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The Influencer Marketing Lab

Steph Money of ThisThat talks influencer measurement

September 28, 2023 • Scott Guthrie • Episode 52

Episode 52 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing. Sign up for the companion newsletter The Creator Briefing.

#AD The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies. Sponsorship has no influence on editorial content.

This week Scott Guthrie is in conversation with Steph Money, VP of Client Services at ThisThat - a measurement and evaluation influencer marketing firm (sort of ... Steph will explain why this descriptor is only partially correct).

In this episode, we discuss:

Being a rising star after ten years
How intelligent naivety can cut through group think
How measurement and evaluation can be put into harness for go-to-market strategies
Showing the context behind the numbers when measuring awareness, consideration or conversion
Performance can be amplified by effectiveness can't
Why the answer is never more data - data is the evidence needed to justify a recommendation
Why effective measurement of influencer marketing will become fundamental
A call to standardise measurement within our sector

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.