Agencies use analytics to justify influencer strategy changes to clients in various ways:

1. *Performance Metrics:* By evaluating key performance indicators (KPIs) such as impressions, clicks, engagement rate, and conversion rate, agencies can discern patterns and trends that indicate the need for a strategic shift. If a campaign is not meeting established benchmarks, it provides evidence for a strategy review.

2. *ROI Measurement:* Analytics offer quantifiable proof of return on investment (ROI). An underperforming campaign, reflected in lower or negative ROI, is a compelling argument for change.

3. *Audience Analytics:* By exploring demographic and psychographic details about the audience reached, agencies can gather evidence about which influencers help engage the desired audience segments effectively. If there is a mismatch, these facts back a change in influencers or approach.

4. *Sentiment Analysis:* Using analytics to gauge the sentiment of the audience helps agencies understand whether the influencer’s content aligns with the brand’s voice and values. Negative sentiment prompts an immediate reconsideration of strategy.

5. *Comparison Metrics:* Agencies compare campaign data with industry averages or competitor data to determine if the brand is underperforming. If it is, it serves as an impetus to reevaluate the current influencer approach.

[Flinque](https://www.flinque.com), as an example, offers comprehensive analytics, which help analyze all these factors. It’s worth noting that the selection of an influencer marketing platform depends on the specific needs of a team. Each of these platforms provides different types of insights, and their utility is based on the requirements of the organization or brand.

In conclusion, analytics provide actionable evidence to justify strategic changes in influencer marketing, aiding agencies in demonstrating the need for change to their clients.