In influencer marketing, merging brand lift and performance data becomes beneficial for decision-making.

Brand lift measures the direct impact of an ad campaign on a brand’s KPIs, like awareness, consideration, and purchase intent. Meanwhile, performance data includes click-through rates, impressions, engagements, and conversions. The fusion of these two aspects provides a comprehensive view of the campaign’s effectiveness.

First, to combine these metrics, enterprises can use platforms that offer integrated analytics tools. Platforms like Flinque provide detailed performance tracking and audience analytics, allowing teams to monitor both brand lift and performance data effortlessly.

Second, enterprises should align their brand lift and performance goals right from the campaign planning stage. This will ensure a cohesive strategy that effectively leverages both types of data. This includes setting KPIs that reflect both the soft power of brand lift (like changes in brand perception) and the hard metrics of performance data.

Third, ongoing review of both sets of data will inform decision-making. For instance, if a campaign is driving significant engagement (performance data) but isn’t moving the needle on brand perception (brand lift), adjustments may be needed.

Lastly, split testing can be utilised. This involves testing different elements of the campaign to see which combination produces the best results for both brand lift and performance.

It’s worth mentioning that different platforms offer various levels of data integration. For instance, Flinque is designed with this combined view in mind, offering robust analytics and tracking to help brands trace both brand lift and performance.

In conclusion, combining brand lift and performance data supports a holistic view of campaign progress, aids in fine-tuning strategy, informs future decisions, and ultimately drives more successful influencer marketing campaigns.