Influencer Marketing Report: A Weighted Channel Matrix Instead of Last-Click

Molly Savage, Director of Marketing at Boba Bam and CPG growth consultant, walks through how omnichannel brands can build a more honest influencer marketing report by moving away from single-channel attribution and toward a weighted internal matrix.

Her core argument is that credit is almost never black and white: a Meta ad might show strong impressions and click-throughs, but the performance is inseparable from the creator who built the video that made it captivating in the first place. Savage describes how her team assigns value and weight to each channel based on specific campaign goals, then evaluates the combined output rather than crediting any one tactic. In one example, a high digital sampling redemption rate proved the offer mattered, but the offer would have gone nowhere without a creator whose audience already trusted them. The distribution layer mattered too. If your analytics feel like they are rewarding the wrong channel, this three-minute breakdown explains the matrix approach her team actually uses to optimize mix over time.