Multi-Touch Attribution: A New Way To Measure Success

A Case Study On Measuring Success For Influencer Marketing Campaigns

Campaign Overview

ShopStyle activated three top influencers for a single-brand luxury retailer campaign focused on everyday wearability. The retailer used a multi-touch attribution model to evaluate the performance of this campaign and found that there was a significant halo effect that they would have missed with traditional last click reporting. Influencers drove additional revenue — 36% more than the initial attribution amount implied. Because of the success of this campaign, the retailer has partnered with ShopStyle to activate an “always on” campaign with 19 top influencers made up of both men and women.

With this campaign, measuring success based solely on last-touch attributions did not tell the full story. As influencers fall higher up in the funnel, a deeper look gave ShopStyle new perspective on how to measure influencer marketing ROI and success in post-campaign reporting. It became clear that influencers did more than act as sales drivers, they were also brand drivers. So measuring their impact, similarly to that of a PR campaign, through data points such as search traffic and engagement, was necessary in order to show the impact the campaign had in its entirety.

While not everyone has multi-touch in their toolbox, look for an increase in new visitors, new customers, and search and direct traffic during the campaign period. Post-campaign, measure traffic, revenue, and engagement. This will shine a light on new data points, any additional halo effects from the campaign, and ultimately, allow you to understand the full impact of your influencer campaign.

Campaign Results

• Multi-touch attribution modeling showed that 66% of revenue was driven by last-touch and although ShopStyle was not the last-click publisher, they were attributed to being involved in an additional 34% of sales. In turn, the campaign was ROI positive with immediate, attributable revenue.

• The influencer activation had a large impact on the retailer’s total program with average daily clicks increasing 995% during the campaign.

• Thirty days post-campaign, traffic to the retailer’s site was 267% higher than traffic prior to the campaign, illustrating a substantial halo effect.

• Three influencers with a combined reach of 3.4M were activated for this campaign. As proven converters for the retailer, their posts generated $82K in EMV and saw engagement rates of over 2.4%, nearly 10% above average engagement rates.

• Because of the success of this campaign, the retailer has partnered with ShopStyle to activate an “always on” campaign with 19 top influencers, including both men and women.

Work With Us

Retailers and brands are able to work with ShopStyle Collective’s expansive influencer network to grow brand awareness and gain new customers as well as increase sales potential through custom influencer campaigns and integrations within original shoppable content.

Interested in becoming a ShopStyle Collective brand partner? Apply here.