Press Releases

IRI’s Mariana Torres-Lastra to Analyze Influencer Marketing Effectiveness at 2019 Mavrck Brand Summit: Creative Unbound


Mariana Torres-Lastra, Consultant, Media Center of Excellence, IRI®

On Sept. 26, IRI’s Mariana Torres-Lastra will participate on a panel titled, “Measuring Influencer Marketing Effectiveness for Brand & Business Value” at the 2019 Mavrck Brand Summit: Creative Unbound. In this discussion, panelists will dive into ways in which influencer marketing has helped increase favorability and purchase intent, and how you can use brand and sales lift studies to understand their roles in impacting business objectives.

Later that day, Torres-Lastra will participate in a breakout session to discuss influencer ROI and attribution. Titled, “Influencer ROI & Attribution Best Practices: How to Measure Brand Lift and Sales Lift of Influencer Marketing Campaigns,” this workshop will share the best practices and frameworks for measuring brand and sales lift of influencer marketing campaigns and programs.


Consumers’ purchase decisions are derived from influencers and consumers like them, but as their decision journeys continue to evolve, so must influencer marketing. The session will explore how influencer marketing and social proof provide maximum value to brands that integrate them directly into their business models.


Thursday, Sept. 26, 2019
Measuring Influencer Marketing Effectiveness for Brand & Business Value
10:15 a.m.–11:00 a.m. ET

Influencer ROI & Attribution Best Practices: How to Measure Brand Lift and Sales Lift of Influencer Marketing Campaigns
1:45 p.m.–2:45 p.m. ET


2019 Mavrck Brand Summit: Creative Unbound
District Hall
75 Northern Avenue
Boston, MA 02210

About IRI
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers, financial services and media companies grow their businesses. A confluence of major external events — a change in consumer buying habits, big data coming into its own, advanced analytics and personalized consumer activation — is leading to a seismic shift in drivers of success in all industries. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI is empowering the personalization revolution, helping to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers, collaborate with key constituents and deliver market-leading growth. For more information, visit


IRI Contact:                                                       
Victoria Guimarin  
UPRAISE Marketing + PR for IRI                            
Phone: +1 415.397.7600

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