How are you actually measuring ROI on influencer campaigns that involve PR and events? Last-click is lying to us.
Our brand is running increasingly integrated campaigns: we'll have a celebrity or macro-influencer, a PR push with exclusive stories, an IRL experiential moment, and then a paid layer boosting the content. The problem? Our attribution is still largely last-click, so the influencer and PR layers look like they're not pulling weight while paid search gets all the credit.
I know earned media and events are warming up the audience, but I need a framework to prove it internally. How are you all tracking this? Multi-touch attribution? Branded search lift analysis? Social listening spikes tied to conversion windows? Custom promo codes that only appear in PR placements?
Would love to hear what's actually working, especially for mid-market brands that can't afford a bespoke data science team. Any case studies or agency approaches that nailed this?