Episode 54 of the Influencer Marketing Lab podcast with Alex North, Head of Media, Measurement and Analytics across EMEA at Whalar.

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Show notes

This episode I'm in conversation with Alex North, Head of Media, Measurement and Analytics across EMEA at Whalar.

We discuss:

  • Whether ROI measurement within creator marketing is evolving
  • How influencer marketers can best help brands navigate choice and challenges in quantifying impact
  • Measurement 'in the wild' with a case study
  • And we look over the brow of the hill to the future of measurement within our industry


Useful links

Past guests mentioned in the episode

Alex North biography

Alex North is the Head of Measurement and Analytics, EMEA at creator company, Whalar. Alex leads a team responsible for enabling and scaling efficient usage of media and measurement across creator marketing initiatives to ensure content is used correctly on the right platforms, and with quantifiable metrics driving growth for all.

Before joining Whalar, Alex was Head of Measurement Partner Management at Meta, where he was responsible for the company’s global collaboration with the third-party measurement ecosystem and oversaw data integrations with a wide range of research firms to help advertisers understand the impact of their marketing spend on Meta platforms. Alex also held key measurement roles at media agencies ZenithOptimedia and PHD and research providers Kantar and Nielsen.

Alex lives in the UK with his wife and three children, who certainly help to keep his eyes open to how usage habits of new technology are evolving.

Scott Guthrie is a professional adviser within the influencer marketing industry. He is an event speaker, university guest lecturer, media commentator on influencer marketing and active blogger. He works with brands, agencies and platforms to achieve meaningful results from influencer marketing. That tells you something about him but it's not giving you a lot of detail, is it? So, read more here.

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