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Director, Digital Marketing, Mezzetta
While marketers are aware of the limitations of vanity metrics—such as reach and engagement—for measuring the effectiveness of influencer campaigns, mature metrics like sales lift have proven tough to gauge. Rajiv Doshi, director of digital marketing at pickled vegetable company Mezzetta, spoke with eMarketer’s Maria Minsker about how the brand is using email to push past vanity metrics.
eMarketer: What are your influencer marketing goals for 2017?
Rajiv Doshi: Going into 2017, we want to surpass vanity metrics. Our biggest focus is increasing brand awareness and household penetration, so we track these metrics, but the goal is to tie [them] back to specific marketing activities and campaigns. Over the past two years, we’ve added over 1.5 million households. In 2017, we want to get better metrics on what specifically is driving this growth.
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