Influencer marketing has officially graduated from trend to staple. With social-first strategies taking center stage and platforms like Instagram, YouTube, and TikTok capturing more consumer attention than ever, brands are doubling down on creators to drive awareness and intent. But one stubborn challenge remains: how do you connect that awareness to actual business outcomes?
That’s where identity resolution steps in and why scaling influencer campaigns now requires more than impressions, likes, or follower counts. At Semcasting, we believe the real opportunity lies in linking influencer exposure to measurable, full-funnel performance.
The Measurement Gap in Influencer Marketing
Historically, influencer campaigns have been hard to measure. While content reach and engagement metrics are easy to collect, they rarely provide insight into whether those engagements led to sales, site visits, or qualified leads.
Marketers are often left in the dark, trying to justify influencer spend without a clear link to outcomes.
And the cost of this gap? Substantial.
According to industry reports from Influencer Marketing Hub and Nielsen Catalina Solutions, 60–80% of influencer-influenced conversions may go unattributed when relying only on promo codes or last-click attribution. Many users discover a brand via a creator, but ultimately convert later, on a different device, in-store, or through a paid search click.
Additionally, Meta’s Conversion Lift studies suggest that only 8–12% of influencer conversions happen within 24 hours. The rest occur days later, often through different channels like paid search or in-store.
This disconnect means brands undervalue influencer contributions, especially in campaigns that drive sales
Identity Resolution: The Bridge Between Engagement and Conversion
Semcasting’s SpotLight Influencer Measurement solution changes the game by resolving anonymous impressions into real people and tracking their journey across every touchpoint.
Here’s how it works:
Pre-Campaign Customer Baseline
We profile your current customers demographically and behaviorally to identify ideal influencer alignments, based on audience, content, and keywords that resonate most.
Advanced Tagging & Engagement Monitoring
SpotLight enables easy tagging of influencer content, landing pages, and social posts allowing you to capture:
- Website visitor data
- Social engagement activity
- In-store foot traffic
- Online and offline transactions
Real People, Not Just Clicks
Through opt-in identity resolution, Semcasting transforms campaign interactions into actionable leads complete with names, addresses, demographic details, and even B2B information like company and job title when applicable.
Turning Influence into Attribution
SpotLight makes influencer performance trackable, segmentable, and actionable:
- Audience segments are auto-generated for retargeting across digital platforms.
- Named leads with high intent are delivered for follow-up.
- Conversion data is mapped alongside traffic and engagement metrics to show ROI clearly.
With on-demand analytics, brands can finally connect the dots from first exposure to final transaction.
Privacy Built In
All identity resolution processes adhere to the highest standards of privacy. Semcasting ensures full compliance with federal and industry regulations, using explicit opt-in consent for every data connection.
Influencer Marketing That Drives Business Results
Influencer marketing doesn’t have to sit at the top of the funnel. When powered by identity resolution and real-world attribution, it becomes a channel that drives real business results at scale.
Whether your campaign objective is to build awareness, drive traffic, or increase sales, Semcasting enables full-funnel visibility and control, so you can scale what works and cut what doesn’t.
Ready to take control!
Contact us to set up a free baseline and see how SpotLight can measure your next creator campaign from start to sale.
Semcasting : Dec 9, 2015 10:00:02 AM
