The Scenario
A fashion e-commerce brand spent R200,000 on influencer marketing last quarter. The campaign generated 500,000 impressions and 12,000 likes. The CFO asks: "How many sales did this actually drive?" Nobody knows.
The Brief
Design a measurement framework that tracks influencer marketing from awareness to conversion. Go beyond reach and likes to actual sales attribution, customer acquisition cost, and lifetime value impact.
Deliverables
- A metrics framework across the funnel: Awareness (reach, impressions), Consideration (clicks, saves, shares), Conversion (sales, discount code usage, UTM tracking)
- The tracking infrastructure: how you set up UTMs, unique discount codes, and landing pages per influencer
- An ROI calculation template: total investment vs attributed revenue, CAC per influencer, and comparison to other channels
- One limitation of influencer attribution (e.g., dark social, screenshot sharing) and your workaround
Submission Guidance
Most influencer impact is unmeasurable (people see a post, remember the brand, and Google it later). Acknowledge this but show how you measure what you can.
Submit Your Work
Your submission is graded against the rubric on the right. If you pass, you get a public Badge URL you can share on LinkedIn. There is no draft save, so work offline first and paste your finished response here.