According to LinkedIn Director of Data Science and Data Engineering Lutz Finger, the way people see influence is usually wrong. Some marketers wait for that one magic influencer to take their message and help it “go viral.” But, Lutz says, virality is constant and doesn’t decide to become more viral over time.

Instead, he says influence depends on this equation:

Reach x Frequency x Content = Engagement.

Lutz explains why measuring how people influence your customers is about asking the right questions, measuring the right data, and taking action to learn from it. In his presentation on’s Brand’s Only Summit, he also shares:

  • How emotion affects trends in content marketing
  • Why more followers doesn’t necessarily mean more influence
  • Why Lutz says, “There is no truth, only algorithms”

Watch the full presentation below.

Ask, measure, learn, presented by Lutz Finger from on Vimeo.

Download Lutz’s slide deck here.


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