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Redefine influencer marketing with a machine learning framework

5 MINS READ

Zakhir Hussain Sidickk

Senior Consultant, Consumer Goods and Distribution, TCS

highlights

  • Micro-influencers have created a niche owing to their relevant and reliable content and commitment towards audience interests, and, therefore, command a loyal fan following.
  • It is, however, difficult to gauge the real network size of an influencer as there is no way to tell if the growth is organic. Also, a spate of fraudulent practices has made it difficult for brands to measure return on investment on influencer marketing campaigns.
  • A comprehensive machine learning framework that helps brands all through the journey—right from the authenticity of influencers and the outcome of campaigns—is the need of the hour.