🎥 Summit on Tour Asia: Measuring YouTube Creator Impact Across the Customer Journey

Creator campaigns can generate plenty of views, likes, and engagement. But how do you know if they’re actually influencing customers and driving business results?

In this session, Angela Seng, Senior Strategic Account Manager at Meltwater, and Neel Murty, Head of Data, Measurement & Analytics at Google, break down how to build a creator strategy that connects content and reach to measurable impact.

You’ll learn how to:

• Choose creators differently: Look beyond the obvious influencers and identify creators who can introduce new audiences and new entry points to your brand.

• Make organic and paid work together: Understand the different roles platform algorithms play and how to identify strong organic content, then amplify it strategically with paid media.

• Find your “golden assets”: Combine creative performance with social intelligence to understand not only which content is performing, but when and where it makes sense to invest behind it.

• Connect creator activity to business impact: Move beyond a dashboard full of green metrics by using brand search, lift studies, marketing mix modeling, and other data to build a stronger chain of evidence.

Along the way, Angela and Neel share real campaign examples from brands including Pantene, Acer and Unilever, showing how different approaches to creators, content formats, organic reach and paid amplification can change campaign outcomes.
 

🎤 Your speakers

Neel Murty
Head of Data, Measurement & Analytics, Google

Angela Seng
Senior Strategic Account Manager, Meltwater
 

▶️ Watch the session to learn how to turn creator marketing into a learning loop that connects creator choice, creative quality and distribution all the way to business impact.