Benefits of a Post Purchase Survey

The Attribution Conundrum:

In the fast-paced world of digital marketing, comparing the attribution of different advertising platforms can be a daunting task. Eli, a seasoned growth marketer, shared his unique and effective approach to solving this challenge. Even without advanced techniques like incrementality tests and marketing mix modeling, Eli found a way to allocate budgets efficiently and make data-driven decisions for his campaigns.

Eli faced a significant hurdle when comparing attribution of Facebook and TikTok ads. These platforms, even while sharing the same attribution window, had vastly different attribution models. Facebook and TikTok use their data in distinct ways, resulting in different Return on Ad Spend (ROAS) and Cost Per Acquisition (CPA) numbers

Eli's Solution: Post-Purchase Surveys

Lacking the resources for complex tests, Eli turned to post-purchase surveys as a solution. Immediately after a customer purchased, they were presented with a survey asking where they had heard about the brand. Two crucial options were Facebook and TikTok, which Eli considered as comparable channels in terms of purchaser influence.

The post-purchase survey provider supplied Eli with valuable data, including the number of orders, revenue, and the last click channel. He also emphasized the importance of response rates, recognizing that not all customers would fill out the survey.

Eli's calculations started by extracting the revenue from survey responses. Given that only 42% of new customers filled out the survey, he needed to extrapolate the data to represent his full universe of prospects. To achieve this, he divided the revenue for Facebook and Instagram by the response rate. This provided him with an "implied ROI" for these channels. Eli repeated the same calculations for TikTok, giving him an apples to apples comparison and a method for making more informed budget allocation decisions. Though the method wasn’t perfect, this technique allowed him to validate data and identify anomalies.

Triangulating Marketing Measurement:

Eli's case study illustrates how growth marketers, particularly in smaller direct-to-consumer (DTC) brands, can gain an edge by being nimble and data-driven. An approach using post-purchase surveys alongside other measurement techniques allowed Eli to optimize his limited budget. The lesson for all marketers is that there is no one-size-fits-all answer in today's marketing measurement ecosystem, and the path to truth lies in navigating and normalizing data from various sources.

This approach can help teams “gut check” results from platforms -  Eli and his team were cautious about accepting the results seen in the platforms at face value, as they seemed "too good to be true."  Using surveys to validate attribution allowed them to investigate further to ensure the data's accuracy in an ongoing manner.

Lastly, Eli’s experience clarifies that collaboration is an essential aspect of any marketer’s role.  Though marketing, analytics, customer experience, and other teams may live in different departments, their alignment and collaboration are key to understanding attribution and optimizing their marketing efforts.

Eli's innovative approach to marketing attribution, along with constant data-driven exploration of marketing practices, showcases the agility and resourcefulness needed to thrive in today's competitive marketing landscape.

Have a look at the Perfect Jean Case Study exploring Post Purchase Survey taught by Eli Esagoff.