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For Customer Insights Professionals

Overcoming The Challenges Of Measuring Influence

January 8, 2010


  • By Julie M. Katz,
  • Zach Hofer-Shall
  • with Carlton A. Doty,
  • Sean Corcoran,
  • Emily Murphy

Why Read This Report

Harnessing the power of influencers can give Customer Intelligence professionals valuable insight to help improve their firms' marketing strategies. But for marketers to effectively utilize influence, they must first determine how best to measure it — a difficult task complicated by the limited amount of useful data. However, successful influence measurement is attainable and affordable for Customer Intelligence professionals who can leverage readily available data and select the right tool(s) to streamline the process.

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Table of Contents

  • Current Influence Measurement Practices Don't Go Far Enough
  • Align Influencer Data And Business Objectives
  • Listening Tools Can Help In Three Ways

  • Follow Three Steps To Successful Influence Measurement
  • Related Research Documents