#measurement--analytics

#measurement--analytics

AI is no longer just influencing search results. It is replacing the website as the first - and often only - customer touchpoint. Platforms like ChatGPT, Perplexity and Google's AI experiences now synthesize answers instead of returning ranked links. As discovery shifts from clicks to conversations, visibility becomes probabilistic, zero-click and increasingly detached from traditional SEO metrics - forcing a new set of risks and responsibilities onto the C-suite.

Marketers have a lot of misconceptions about marketing mix modeling (MMM). But it's far less expensive - and easier - to execute than it used to be. Deli meat brand Land O'Frost has been investing in MMM for years, seeking insights into how different cultural trends, campaign strategies and channels impact its KPIs. Historically, it's been challenging to find "solid data points" to prove that certain channels, like paid social and influencer marketing, are driving sales, Land O'Frost COO Saverio Spontella told AdExchanger.

From big brand launches to shifting perceptions and from riding fast trends to driving footfall, Influencer builds ideas with impact to deliver outcomes that drive your business forward via an unmatched client experience. Campaigns are underpinned by Influencer's game-changing proprietary technologies, which are supercharged by official partnerships and data integrations with the world's leading social platforms for real-time and accurate reporting. Influencer is an Official Global Marketing Partner of both TikTok and Meta.