Measure Success: What’s the Return on Investment?

Abstract

This chapter opens with the story of Kimberly-Clark, an American consumer brand, and how its marketing team has designed a thoughtful process to track the return on investment of its influencer marketing efforts by tying influencer budgets to product sales. The chapter explains how in order for influencer marketing to transform from an opportunistic ‘tactic’ into a strategic marketing ‘practice’ companies need to develop processes and systems to measure ROI. It introduces examples that companies across industries and geographies have used to measure the impact of influencer marketing to help build the case for increased investment in influencer marketing activities and offers readers an actionable ROI tracking framework to apply to their business right away.