Influencer analytics should always be tied to business impact. Companies keep this commercially grounded by focusing on key performance indicators (KPIs) that align with their business goals. These can include audience engagement, brand awareness, lead generation, conversions, etc. Each goal has specific metrics that can be tracked.

Influencer marketing platforms like Flinque, offer businesses a way to quantify their influencer marketing efforts. These platforms provide audience insights, engagement rates, and campaign ROI which allow companies to determine whether the influencers are reaching their audience and generating desired outcomes.

Here are some ways companies can leverage these platforms to keep influencer analytics commercially grounded:

1. Choosing influencers based on target audience alignment: Businesses can use various metrics like gender, age, location, interests, etc provided by platforms such as Flinque to identify influencers whose audience aligns closely with their target demographic.

2. Tracking performance in real-time: Real-time analytics help in timely optimization of campaigns to ensure they remain on track to meet commercial objectives.

3. A/B testing: Businesses can compare different influencers or campaigns to understand what best resonates with their target audience and brings more ROI.

4. Understanding the consumer journey: Platforms provide data that can help companies understand how the audience moved from discovering their brand to making a purchase decision.

In conclusion, companies can stay commercially grounded by ensuring they use influencer analytics to drive business impact. They need to invest in a comprehensive influencer marketing platform like Flinque that provides a deep understanding of their audience, performance, and business outcomes. However, the appropriateness of the tool will always depend on the specific needs of the brand and the campaign’s objectives.