Matt Bahr, founder and CEO of Fairing, discusses the critical role of post-purchase surveys in solving attribution discrepancies that have plagued e-commerce since iOS 14. He highlights how Fairing's direct-from-consumer data at speed and scale enriches attribution and customer journeys, enabling brands to make informed marketing decisions. This episode is a must-listen for ecommerce operators struggling with accurate marketing attribution and seeking to understand true customer acquisition channels.
Key takeaways
Implement post-purchase surveys to capture direct-from-consumer attribution data, especially for channels like Facebook and Instagram, which are frequently misattributed as 'direct' traffic.
Recognize that traditional analytics and UTM parameters often misrepresent actual customer acquisition sources; trust self-reported attribution data from customers.
Utilize post-purchase survey data to identify successful marketing strategies and allocate budgets more effectively, based on what customers explicitly state influenced their purchase.
Leverage direct customer feedback through targeted questions to understand purchasing intent and discover how customers found your product, moving beyond assumptions.
Understand that focusing solely on traditional post-purchase surveys for future customers is insufficient; current customer data is vital for effective marketing and product development.
Matt Bahr is the Co-founder and CEO of Fairing, which helps e-commerce brands build sustainable customer relationships and growth models. Matt has spent the last decade helping brands with attribution and analytics. He also advises and consults various businesses, from direct-to-consumer brands to public companies. Matt specializes in e-commerce, D2C startups, SEO, web development, and CR optimization. In this episode… No matter your company's industry or market, your product sustains your business. Understanding your customers and their shopping habits provides insight into online marketing strategies. What attribution tools are available to leverage the post-purchase customer relationship? Traditional post-purchase surveys are designed to serve future customers, but to market your product effectively, you must also track your current customers. Fairing, co-founded by Matt Bahr, utilizes individually targeted questions to gather data from customers instantly — allowing you to understand their purchasing intent and how they found your product. In this episode of The Up Arrow Podcast, William Harris welcomes Matt Bahr, Co-founder and CEO of Fairing, to discuss how his company solves attribution challenges in the marketplace. Matt also shares how he builds and empowers his team, the challenges he faced in his entrepreneurial journey, how to identify successful marketing strategies, and his perspective on the future of customer data.
What does this episode say about analytics & attribution?
Implement post-purchase surveys to capture direct-from-consumer attribution data, especially for channels like Facebook and Instagram, which are frequently misattributed as 'direct' traffic.
What does this episode say about paid acquisition?
Recognize that traditional analytics and UTM parameters often misrepresent actual customer acquisition sources; trust self-reported attribution data from customers.
What does this episode say about dtc strategy?
Utilize post-purchase survey data to identify successful marketing strategies and allocate budgets more effectively, based on what customers explicitly state influenced their purchase.
What does this episode say about analytics & attribution?
Leverage direct customer feedback through targeted questions to understand purchasing intent and discover how customers found your product, moving beyond assumptions.
What does this episode say about analytics & attribution?
Understand that focusing solely on traditional post-purchase surveys for future customers is insufficient; current customer data is vital for effective marketing and product development.
