Thought Leaders: Mariana Torres-Lastra

Consultant, Media Center of Excellence, IRI

Focus and Expertise:

  • Influencer Marketing Targeting and Measurement
  • Consumer and Shopper Insights for Mobile, Publisher and Ad Tech
  • Return on Marketing Investment

About Mariana Torres-Lastra

In her role as a consultant in the Media Center of Excellence, Mariana works with partners across the advertising ecosystem including ad techs and publishers, as well, as mobile and influencer companies to help CPGs increase return on advertising spend through unparalleled insights into the relationship between media interactions and purchase behavior.

Mariana is passionate about helping her clients, and theirs, target campaigns to the right audiences and optimize media spend, as well as developing close relationships with the right partners who can work together with IRI to add additional expertise and improve client's business performance.

Hot Topics

  • Mixing Artificial Intelligence with Influencer Marketing – As CPG brands are beginning to shift some media dollars to influencer programs, it's important to understand the ins and outs of this burgeoning part of the marketing mix and how to best set up campaigns for success.
  • Influencer Marketing Trends – Targeting today's consumers has become more complicated and convoluted than ever before. By using the right tools and identifying the best influencers, CPGs can ensure their campaigns stand out within one of the most competitive advertising verticals.
  • Measuring Influencer Marketing Campaigns – Influencer campaigns allow marketers to go beyond basic measurements like post engagement and impressions and dive into more sophisticated metrics like sales lift, return on ad spend and halo effects.

Thought Leadership


  • Mavrck Brand Summit: Creative Unbound, Measuring Influencer Marketing Effectiveness for Brand & Business Value, September 2019
  • Mavrck Brand Summit: Creative Unbound, Influencer ROI & Attribution Best Practices: How to Measure Brand Lift and Sales Lift of Influencer Marketing Campaigns, September 2019
  • ARF AUDIENCExSCIENCE, The Keys to Success in Influencer Marketing, April 2019