Unlock the true impact of your influencer marketing and other channels by moving beyond last-click attribution. Jeremiah Prummer reveals how post-purchase surveys can uncover 2-9x higher attribution for influencer campaigns compared to promo codes, especially for products with longer consideration windows. Learn to craft effective surveys that capture true customer journeys and optimize your media buying with a holistic view of attribution.
Key takeaways
Implement post-purchase surveys with questions like 'How did you first hear about us?' and 'How long did you know about us?' to gain deeper attribution insights.
Anticipate 2-4x higher influencer attribution through surveys versus promo codes; for specific niches like baby products, this can be as high as 9x due to longer consideration periods.
Categorize influencers in surveys by tier (e.g., "mommy blogger," "celebrity chef") rather than individual names for scaliability, or list individual names for your top performing influencers.
Recognize that consideration windows vary significantly by channel and product category (e.g., TikTok can be 1 day, while influencer-driven baby products can be 6-12 months).
Use survey data to identify channels with longer consideration windows to adjust your ad spend and attribution models accordingly, moving beyond short-term metrics.
In today's episode, hosts Taylor and Cody sit down with special guest Jeremiah to explore the fascinating realm of influencer marketing and post-purchase surveys. They uncover the secrets behind effective attribution, gain insights into consumer behavior, and learn how brands can leverage surveys to make better marketing decisions. We discuss the psychology of advertising, share personal experiences, and discuss the importance of understanding the longer buying process for products. This episode is full of insightful influencer tips and tricks so take a deep dive with us into the world of marketing analytics and all things influencer marketing! [00:00:00] Influencer marketing: High attribution with surveys.
[00:05:40] Psychology of customer buying and advertising myopia. [00:08:03] Influencers influence product purchases over time.
[00:10:30] Limited research on brand attribution and survey methods.
[00:23:29] Limited attribution for promo codes and surveys. Longer consideration window for influencer marketing.
[00:26:08] Influencers have impactful trust, unlike regular ads.
[00:30:27] Trust modeling, halo effects & social posting.
[00:33:25] Understanding why people buy is valuable.
[00:36:22] Differentiate initial discovery from current source.
[00:39:37] Trust, brands, revenue, listener perspectives: Joe Rogan.
[00:42:04] Customer insight platform launch.
What does this episode say about analytics & attribution?
Implement post-purchase surveys with questions like 'How did you first hear about us?' and 'How long did you know about us?' to gain deeper attribution insights.
What does this episode say about influencer & creator?
Anticipate 2-4x higher influencer attribution through surveys versus promo codes; for specific niches like baby products, this can be as high as 9x due to longer consideration periods.
What does this episode say about dtc strategy?
Categorize influencers in surveys by tier (e.g., "mommy blogger," "celebrity chef") rather than individual names for scaliability, or list individual names for your top performing influencers.
What does this episode say about analytics & attribution?
Recognize that consideration windows vary significantly by channel and product category (e.g., TikTok can be 1 day, while influencer-driven baby products can be 6-12 months).
What does this episode say about analytics & attribution?
Use survey data to identify channels with longer consideration windows to adjust your ad spend and attribution models accordingly, moving beyond short-term metrics.
