Beauty, fashion and luxury marketers are as driven by data as any other brands, but the lack of unified metrics and challenges measuring the performance of influencer marketing campaigns are among the factors holding back progress in effectively using data.
Those are among conclusions of a report by Publicis Sapient and analytics firm Launchmetrics based on a survey of 1,000 marketing, communications and PR professionals in the U.S., Europe, Australia and China.
In the survey, 60% of marketers and 70% of data scientists said a unified view of marketing performance should be a top priority. But finding one metric to rule them all isn’t easy. While sales and customer conversions may be in the lead for that unifying metric, they aren’t the only candidates, and they’re not always easy to link back to marketing efforts in an industry that still does much or most of its business through brick-and-mortar retail.