Influencer Campaign Telemetry & Reporting Pipelines
Engineered automated spreadsheet models to aggregate cross-platform campaign analytics across Instagram and YouTube — slashing client reporting delivery turnaround by 40%.
- Managed end-to-end performance reporting pipelines across 5+ tier-1 corporate brand campaigns.
- Reduced client reporting turnaround time by 40% using automated formula-driven templates.
- Replaced disparate, manual creator logs with standardized multi-channel Excel dashboards.
1. The Problem
Mad Influence managed high-velocity influencer marketing campaigns spanning dozens of creators across Instagram and YouTube simultaneously. However, performance data arrived in disparate formats — manual screenshots, varying timestamp exports, and unverified engagement metrics. The lack of standardized reporting meant account teams spent excessive hours manually assembling decks, causing delays in executive client reporting.
2. The Approach
To eliminate recurring bottlenecks, I designed a repeatable analytics pipeline:
- Telemetry Aggregation: Unified raw impressions, reach, views, and engagement metrics into a structured master database.
- Automated Calculation Models: Leveraged nested lookup formulas and dynamic references to automate CPM, CPV, and engagement rate computations.
3. The Process
Structured an ingestion sheet with strict data validation to prevent formatting mismatches from multiple agency coordinators.
Built executive summary views that auto-populated key charts, creator benchmarks, and deliverables status upon entering raw metrics.
4. The Analysis
Audited campaign performance pacing to provide actionable insights to brand managers:
Benchmarked cost per engagement between YouTube Shorts and Instagram Reels to guide allocation of mid-campaign budget surpluses.
Segmented influencer tiers by historical conversion efficiency to optimize future brand partner casting decisions.
5. Business Outcome
Delivered Results
- 40% Reduction in Reporting Turnaround: Client reports that previously took 2 full working days were generated within hours of campaign close.
- Zero Metric Discrepancies: Formula automation eliminated manual data calculation errors across 5+ high-visibility brand audits.