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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

Whalar's Alex North talks measurement and evaluation

February 26, 2024 • Scott Guthrie

Episode 54 of the Influencer Marketing Lab - a regular 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 does not influence editorial content.

This week Scott Guthrie is in conversation with Alex North, Head of Media, Measurement and Analytics across EMEA at Whalar.

In this episode, they discuss:

Whether measuring return on investment within creator marketing is evolving - and if so, how?
Business metrics over vanity metrics
How marketers can best help brands navigate choice and challenges in quantifying impact
Measurement 'in the wild' digging into a case study
A look over the brow of the hill to the future of measurement within our industry

Useful links

👍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.