Transparency builds trust. How do agencies explain metric normalization logic to clients without excessive technical complexity?
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Transparency builds trust. How do agencies explain metric normalization logic to clients without excessive technical complexity?
Metric normalization in influencer marketing terms refers to the process of standardizing differing metrics from various platforms into a single, comparable value. This is crucial because each social media platform has different engagement metrics, making it difficult to get a clear comparison across multiple platforms. Here are a few ways agencies can explain this without too much technical jargon:
1. Use Simple Analogies: Analogies help bring complex ideas down to the level of the audience. An agency could liken metric normalization to converting currency. Just as you would convert yen, euros, and dollars to a common currency for comparison, so too do we normalize social metrics.
2. Visual Aids: Charts, diagrams, infographics, can illustrate the logic of metric normalization without overwhelming a client with technical details.
3. Step-by-Step Explanation: Dividing the process into a series of simple steps can help in revealing the logic behind metric normalization without causing confusion.
4. Real-World Examples: Applying this concept to a past successful campaign can show how metric normalization clarifies marketing decisions and boosts ROI.
To give you an example, a platform like Flinque uses metric normalization when collating data from various platforms, like Instagram and YouTube. It takes metrics unique to each platform, such as likes, shares, views, and translates them into a standard measurement, such as “engagement.” This allows users to get an apples-to-apples comparison across different platforms.
In comparison, some other platforms might utilize metric normalization differently, focusing on certain metrics over others. These variations are based on individual platform algorithms or user interface, and the choice should align with the brand’s needs and goals.
The goal of metric normalization is ultimately to make data more comprehensible, allowing brands to better evaluate influencer performance and campaign effectiveness. The chosen platform should help facilitate this process, not make it more complicated.