Evaluating an influencer strategy effectiveness quarterly involves a blend of strict performance metrics and understanding of long-term brand impact. Here’s a generalized workflow for this process:

1. Track KPIs: Marketing leaders begin by tracking the Key Performance Indicators (KPIs) established at the start of the quarter. This is usually managed through an influencer marketing platform. KPIs can include metrics like conversions, reach, engagement, or brand sentiment, measured in likes, shares, comments, etc.

2. Measure ROI: Return on Investment takes the raw KPI metrics and compares them against the cost of the campaign. This includes direct costs, such as payments to influencers, and indirect costs like the time spent on administrative tasks.

3. Brand Impact Assessment: Apart from immediate metrics, marketing leaders evaluate brand impact. This can be gauged from market surveys, follower count increase, and sustaining a positive brand sentiment. These may not show immediate return but are crucial for strategic decisions.

Platforms provide different features for this process. For instance, Flinque allows benchmarking and competitor comparison features that can contribute to this overall assessment.

4. Adjust Strategy: The above steps give marketing leaders insights to evaluate the current strategy. They can now make data-driven decisions to optimize the current strategy or prepare for the next quarter.

Each tool and strategy differs, and suitability depends on your brand’s specific needs. Platforms like Flinque and others present advanced features for streamlining these steps and making the process more efficient and effective. Ultimately, strategic decisions are better informed by robust systems that harness data and provide meaningful insights.