Watch 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:
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About the Speakers:
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.
Prior to Forrester, Ryan worked at London-based Velocity Partners, a specialist and pioneer in content marketing and digital marketing strategy for the B2B market. Prior to that, he worked for 12 years in PR and communications for a number of large Scandinavian corporations, where he focused on digital outreach and engagement, as well as social media and community-building.
A self-described data nerd and hacker, Lyle is the co-founder and CEO of Mavrck, the leading influencer activation engine trusted by premier brands to discover and activate their existing influential customers to drive conversions on social. Under his leadership, Mavrck has secured dozens of Fortune 500 clients, including P&G, Converse, and Hulu. The company also won Massachusetts’ “Innovative Technology of the Year in Sales & Marketing” award by MassTLC, “Best Use of Data to Drive Marketing in an Innovative Way” award with Tom’s of Maine by MITX, and created a stellar culture of ‘curious hustlers,’ earning Entrepreneur’s ‘25 Best Small Company Cultures’ of 2015.
Prior to founding Mavrck, Stevens held several management roles at Raytheon, including identity services lead and information technology project manager. At Raytheon, Stevens designed a secure project collaboration system using the company’s internal social network and analytics engine to identify connected engineers.