Note: You must be client side to register for the webinar.
A webinar for ISBA members on Tuesday 8th October, time 10.30-11.30am BST.
Join us at this online event to hear from Entropy’s Founder Alex Tait who will take you through best practice for brands and marketing teams to follow in order to establish a credible view on the ROI of influencer activity with Marketing Mix Modelling (MMM).
What is covered
- The one-hour session will outline why establishing an ROI is critical and how you can go about establishing a true ROI.
- However, we’ll start by contextualising that by providing a general overview of measurement methodologies for influencer marketing.
- We’ll explain that if you want to get the best output why you need to ensure you are incorporating the right inputs for your MMM model.
- Brand building activity including influencer marketing is often not intended to drive immediate sales. Learn how you can ensure that this activity is fairly incorporated into your model so performance / direct response channels don’t take credit for the work done higher up the ‘funnel’.
- Finally we’ll recommend how you can engage with and explain the methodology to your finance team in order to get their buy in to the impact of the spend.
Who is it aimed at
Anyone that manages influencer marketing activity.
About the speaker
Alex Tait, Entropy Founder
Alex Tait is the Founder of Entropy which is a hybrid business consultancy and agency specialising in measurement, marketing and commerce. Our client side, agency and data science experts work in partnership with brands to accelerate delivery against their organisations’ KPIs.
Before founding Entropy, Alex was the UK Media and Marketing Services Director at Unilever. He has also worked in varied senior digital and eCommerce leadership roles at American Express and Kellogg’s. He also chaired ISBA’s digital group for 5 years and was a member of its Executive Committee (ExCom) for several years.
