Join Guest Speaker, Ryan Skinner, Senior Analyst at Forrester, and Lyle Stevens, Mavrck Co-Founder and CEO, as they share the latest research and best practices on influencer marketing measurement
55% of marketers told Forrester in a recent survey that the best way they had to measure value from their content was views, shares, or likes. This kind of measurement is likely to be worse than none at all, as this engagement has no correlation to business or marketing value; in some instances, it is actually negative. Customer-obsessed marketers must understand what kinds of content appeals to their customers, and helps these customers discover, explore, and buy products.
In this webinar, Forrester’s leading analyst on content marketing, Ryan Skinner, and Mavrck’s Cofounder and CEO, Lyle Stevens, will discuss:
- Why customer obsession demands understanding
- Measuring content’s customer and media impact
- Understanding influencers’ value to customers
Date & Time
Wednesday, March 28th from 11 AM – 12 PM EST
Agenda & Format
- 11:00 AM Welcome + introductions
- 11:05 AM Ryan and Lyle will each present new research and best practices for 20 minutes each
- 11:45 AM Q & A from the audience
About our guest speaker, Ryan Skinner, Senior Analyst at Forrester
Ryan Skinner, Senior Analyst, Forrester
Ryan primarily contributes to Forrester’s offerings for B2C marketing professionals. He analyzes how marketers should pivot from campaign- and channel-focused strategies to content- and customer-focused ones. In this context, Ryan leads Forrester’s research on content marketing, content strategy, customer engagement, and content intelligence for marketers.
This work has naturally led into other areas of focus, such as agile marketing, customer experience, native advertising, and brand narratives. In workshops, speeches, and consulting assignments, Ryan has advised large consumer brands in the US and Europe on their efforts to engage with customers across channels. Further, he advises marketing leaders on a variety of technology and service provider decisions that relate to content and customer engagement.
Ryan is the thought leader for Forrester’s cross-disciplinary team researching content-related topics, and he takes part in a similar group researching personalization initiatives.