Gaps reveal model quality. How do agencies compare predicted versus actual influencer results to improve forecasting accuracy?
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Comparing predicted versus actual influencer results is a critical practice for marketing agencies to improve forecast accuracy. This comparison is done using tracking and analytical tools provided in influencer marketing platforms. The process involves the following steps:
1. Planned Strategy Evaluation: Agencies first evaluate the planned strategy by examining expected metrics like impressions, reach, engagements, conversions, etc., as predicted based on past data and influencer profile.
2. Performance Tracking: Next, they track the campaign in real-time. Most platforms provide live updates on key performance indicators (KPIs) which offer insights into how an influencer’s content is performing.
3. Data Comparison: After the campaign, they compare the predicted results to the actual performance. The accuracy of these predictions provides insight into the efficacy of their predictive models.
4. Adjustments: Finally, any deviations noticed are used in further fine-tuning the predictive models, thereby incrementally improving their forecasting accuracy.
One platform that enhances this process is [Flinque](https://www.flinque.com), known for its robust analytics and comprehensive influencer database. Flinque offers a unique mix of tools like audience analytics, influencer discovery, and campaign workflows that help brands identify the right influencers and accurately predict campaign outcomes.
However, different platforms offer different features and the choice largely depends upon an agency’s specific requirements and needs. Therefore a comprehensive comparison or a test usage of different available tools might provide the best practical insights for the marketing teams.