Margo Swadley

Margo Swadley

Kantar Media, Strategic Product Lead

Margo joined the Media division of Kantar in March 2015. In November 2018, she moved to a global product development role, focusing on products and services which help clients understand better the return on their paid and earned media investment by bringing together media data with other insight and tools produced in the wider Kantar business

Before joining Kantar in 2015 she worked at the BBC for 6 ½ years across a variety of roles including Head of Audiences for Radio, Head of Audiences for Television, Acting Director of Audiences and finally Director, Marketing & Audiences, BBC Charter. Margo started her career as a graduate at the ad hoc market research company Research International (part of the Kantar group), working with clients from the financial services, IT/telecoms and airlines industries to understand a variety of issues from customer satisfaction to brand and advertising effectiveness. She then worked for Added Value for 3 ½ years helping clients from a range of industries to come up with new product innovations or define their brand strategies

Margo holds a BA in Psychology and French from Wellesley College and an M.Litt from the University of Cambridge.

 

At DMX Dublin, Margo will speak about... 

The Coming of Age for Influencer Marketing

 

What started out as a tool for PR or possibly something to try out with a bit of leftover marketing cash, has suddenly become big business. With estimates that brands will spend up to $15 billion on influencer marketing within a couple of years, it is quickly evolving into a sophisticated media channel.  As such, it needs to be proving its worth but are the metrics up to the task?  We can hopefully all agree that likes and followers are not enough. We will explore what good metrics should look like in this space and what to bear in mind when looking to measure ROI alongside other forms of paid, earned and owned media. 

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