How Google is Evaluating Return on Influencer Marketing
Wednesday, June 30, 2021
2:15 PM - 2:40 PM (PDT)
Tobi Rauscher

* Open to Premium Pass holders

As influencer marketing keeps growing, so does the need to demonstrate impact. To comfortably put spend and resources behind it, marketers need to understand the return on investment, especially in the context of other channels. Put simply, the question is not whether to incorporate influencer marketing but how to elevate it to a credible channel.

Join Google’s Tobias Rauscher as he shares how he and his team managed to elevate influencer work to be a part of the broader marketing mix. He’ll also debunk commons myths around measurement frameworks and selling impressions and likes as impact. 

Attend this session and learn:

  • How to prove the return of influencer marketing and compare effectiveness across the marketing mix
  • How to think of vanity metrics vs. brand lift
  • How to think of long-form vs. short-form


Tobias Rauscher, Global Influencer Marketing Lead, Google

Session Type