Any new industry cops its share of critics. Influencer marketing is no different. However, the constant question of ROI is easier to answer than you’d expect. But let’s start with a home truth. If you’re trying to jam influencer marketing into a performance strategy with click-through measurement and sales attribution you’re better off skipping that and moving straight to banging your head against a brick wall; which would be the inevitable outcome anyway. Influencer marketing is not performance marketing. But it can be the foundation of one. More on that later. And ROI should be separated from attribution. Don’t look at it that way, because you won’t get the same neatly packaged results. This is the first time brands are getting the opportunity to work with real and influential people at scale; therefore the approach and outcome cannot be bucketed with all other digital inventory.