Best-in-class creator marketing programs are multidimensional, with many different types of creators, content, and activations. As such, marketers should avoid looking for one “silver bullet” metric to determine the success of their creator partnerships. Of course, adequately measuring creator programs is easier said than done given that creator relationships are often dispersed throughout the enterprise — ranging from PR to media teams — and many measurement methods (e.g., brand health studies or marketing mix modeling) require a financial investment from the brand.
Introducing Forrester’s Creator Composite Measurement Model
In our just-published report, Forrester introduces a new model used to comprehensively measure creator marketing programs. Use this model to:
- Optimize the mix of assets and creators. Metrics for social media and paid media performance reveal how specific channels and creator content connect with consumers so that brands can make changes to their program strategy and execution.
- Measure short-term impact. Earned media value and social listening help brands benchmark their performance against past campaigns and competitors. Marketers can use sales impact metrics to see the attributable and correlated impact for funnel direct-response programs.
- Track long-term lifts and returns. Brand health studies reveal how creator partnerships influence consumer perception. Marketing mix modeling is increasingly a way for enterprise marketers to measure ROI for creator marketing programs, although it does come with challenges.
Forrester’s Creator Composite Measurement Model
Read the full report to learn how marketers are pulling creators into their marketing mix modeling and practices to better measure, defend, and grow creator marketing programs. Forrester clients, schedule a guidance session with me to discuss your creator marketing strategy.
