In his presentation “Branding meets performance – performance measurement in influencer marketing”, André Koegler (Strategic Partnership Development DACH) will talk about how the boundaries between branding and performance marketing are becoming increasingly blurred. He will show how impact.com’s advanced systems can be used to precisely measure not only the entire customer journey, but also customer lifetime value. This makes it possible to go beyond the classic branding metrics to use a variety of alternative key figures and to quantify the actual influence of influencers on later sales phases – even if these are usually at the beginning or in the middle of the sales funnel.
André Koegler will also shed light on how scaling can be achieved in influencer marketing through standardized processes and automation. From recruitment to the campaign concept and contract agreements through to implementation, measurement, evaluation, and remuneration – all steps can be managed efficiently in an integrated system. This allows advertisers and agencies to effectively manage a much larger number of influencers and fully understand their impact. The presentation promises valuable insights for advertisers and their agencies who want to expand their measurement methods, optimise their processes and thus create completely new products.