Dive summary:

• Influence requires reaction from an influencee to an influencer, but most influence platforms only look at the influencers.
• The potential to influence is what is actually tracked by most influence platforms.
• The hardest part of determining influence is proving that the purchase would not have occurred without the influencer.

From the article:

… However, a valid influence model must consider the influencees. In fact, the accuracy and effectiveness of any influence scoring algorithm depends on how many influencee attributes it considers and how close these attributes are to the influencees. These attributes help predict the influencees' potential to be influenced. …