By Jennifer Quigley-Jones | Digital Voices | Member since 2024
C200 Member Jennifer Quigley-Jones examines a core challenge in influencer marketing: how to evaluate impact in a way that reflects how customers actually make decisions.
In our latest Forbes article, she explores the limits of traditional attribution models, which often capture only the final interaction and overlook the broader role creator content plays in shaping demand. As influencer marketing scales, this gap makes it harder for leadership teams to compare performance across channels and understand where value is being created.
Her perspective highlights a broader issue for organizations: without a more complete view of cross-channel influence, marketing investment decisions risk favoring what is easiest to measure rather than what drives meaningful growth.
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C200 is a 501(c)(3) nonprofit organization with a mission to inspire, educate, support, and advance current and future women entrepreneurs and corporate profit-center leaders. The views and opinions expressed in this article are those of the individuals quoted or featured and do not necessarily reflect the views, policies, or positions of C200.