It’s become clear that relying solely on traditional analytics tools leaves gaps in understanding attribution and the customer journey for businesses striving to maximize their marketing efforts in 2024. This is where Triple Whale’s post-purchase survey-driven Total Impact Attribution Model shines: filling in the gaps in attribution and revealing the true path your customer takes through the sales funnel.
By combining pixel data with direct customer feedback, this advanced model offers unparalleled insights into the full spectrum of customer interactions.
This article covers how this powerful tool provides a comprehensive view of your customers’ paths to purchase, helping you optimize strategies, allocate budgets more effectively, and achieve measurable growth.
Whether you’re a marketing manager at a big DTC brand or a mom-and-pop Shopify store owner needing a deeper understanding of your customer’s journey, this article will guide you through the benefits and practical implementation of leveraging Total Impact Data and post-purchase surveys to enhance your eCommerce success.
Total Impact Data combines pixel data (the clicks and interactions tracked across your digital platforms) with post-purchase survey data (direct feedback from customers about their purchase journey). Integrating these diverse data sources enables the Total Impact Attribution Model to tell you that a customer clicked on an ad and reveal the nuanced path that led them to make a purchase, considering multiple touchpoints and customer interactions.
Think of it as throwing a party. If you mail out invites, invite guests in person, and make a social media announcement, how will you know which initiative brought the most people through the door? Was it your personal touch, the invite, or the social media buzz? Total Impact Data asks your guests directly and combines this feedback with tracking data to give you a comprehensive understanding of what worked.
Traditional attribution models like last-click or linear attribution often miss the broader context of a customer's journey. They might show you that a customer clicked on a Facebook ad, but they miss out on the broader context—did they also see your Google ad? Did a friend's recommendation play a part?
Total Impact Data captures the full journey, providing insights into all the channels and touchpoints that influence your customers.
By integrating these data types, the Total Impact Attribution Model offers a richer, more detailed understanding of your customers. This is even more important in light of the deprecation of third-party data and cookies.
Knowing which channels and campaigns truly drive purchases allows you to allocate your budget more effectively. With Total Impact Data, you can compare the effectiveness of Google, Meta, TikTok, and other platforms in one view.
Armed with more accurate attribution, you can confidently optimize your campaigns. Instead of relying on platform data, which might give 100% credit to each click (leading to overinflated metrics), Total Impact Data uses a fractional approach, meaning it weights various data points to provide a balanced view, avoiding the confusion of over-attributed conversions.
Say you’re running an eCommerce store and notice that your Google ads get plenty of clicks, but your overall ROI seems off.
By leveraging Triple Whale’s Total Impact Attribution Model, you could uncover that while Google ads attract attention, your TikTok campaigns are the real closers and reallocate your budget to maximize your return.
Pixel data tracks every click and interaction, but it doesn't always reveal the why behind a purchase. By capturing direct feedback from your customers, post-purchase surveys offer a deeper layer of understanding that complements your pixel data.
Post-purchase surveys answer the why by directly asking customers questions like "Where did you first hear about us?" or "What influenced your decision to buy?"
With insights from post-purchase surveys, you can validate or refute hypotheses about your marketing efforts and understand the effectiveness of different touchpoints for a more nuanced attribution model that goes beyond last-click data.
A marketing manager at a big DTC brand might notice that while Facebook ads generate a lot of clicks, the conversion rate is higher for TikTok ads, according to post-purchase surveys. By reallocating the budget towards TikTok and creating more content that resonates with that audience, the brand achieves a better return on ad spend (ROAS) and lowers the cost per acquisition (CPA).
Suppose a significant number of customers mention they love a product but wish it came in more colors. This feedback can lead to expanding the product line, which boosts sales and customer satisfaction. Additionally, understanding why customers choose a product helps in developing new products that meet their needs better.
Integrating Triple Whale’s Total Impact Data and post-purchase surveys might seem daunting, but with the right steps, it can be seamless and incredibly rewarding.
Incorrect data flow or misalignment between platforms can lead to skewed insights and untrustworthy data. Spend ample time in the initial setup phase to ensure everything is configured correctly. Regularly verify and cross-check data between Triple Whale and your survey tools.
Incentivize customers to complete surveys by offering small discounts or entering them into a giveaway. Keep surveys short and focused to increase completion rates. Over time, even a modest response rate can provide valuable insights.
For businesses using multiple advertising and eCommerce platforms, integrating data can be complex. But you can use Triple Whale’s robust integration capabilities to streamline data collection. Ensure that all platforms are connected and that UTMs are consistently applied across campaigns to simplify data analysis and enhance insight accuracy.
Different platforms (e.g., Google, Meta, TikTok) have unique user behaviors and attribution windows, complicating the analysis. Customize your attribution models to account for these differences. Triple Whale allows for platform-specific adjustments that ensure each platform’s unique contribution is accurately reflected in your data.
Let’s dive into a real-world example that highlights how combining Total Impact Data with post-purchase surveys can lead to impressive eCommerce growth.
TELETIES, a popular hair accessory brand, experienced transformative results by leveraging these tools. They initially relied solely on platform data for their marketing decisions. While they saw moderate success, they faced challenges in accurately attributing sales to specific marketing channels and understanding their customer demographics.
The brand previously believed their average buyer was around 18-25 years of age, leading to targeted marketing strategies that didn't yield optimal results.
TELETIES then decided to move forward with a recommendation by their agency, adQuadrant, to integrate Triple Whale’s Total Impact Attribution Model. The pixel data from ad interactions combined with the survey responses map out the entire customer journey.
By analyzing the combined data, they discovered that their primary buyers actually skewed older than they initially thought. The majority of their customers were women aged 25-45.
This insight significantly impacted their marketing strategies, leading to changes in the imagery they used, the ad copy they crafted, and the influencers they partnered with.
TELETIES and adQuadrant identified key influencers who had a significant impact on purchase decisions through the survey data and strengthened partnerships with them, leading to more authentic promotions and higher sales.
Optimizing ad spend became easier with the insights gained from Total Impact Data. TELETIES and adQuadrant reallocated the budget toward high-performing platforms and ads, which led to improved ROAS and a lower Customer Acquisition Cost (CAC).
The combination of refined targeting, optimized content, and strategic influencer partnerships drove significant growth for TELETIES, which is a success you can recreate for your own brand using Triple Whale’s Total Impact Attribution Model.
Traditional analytics tools, while useful, often fall short in providing a comprehensive view of the customer journey. Triple Whale’s Total Impact Attribution Model, driven by post-purchase surveys, bridges these gaps by combining pixel data with direct customer feedback.
By leveraging this advanced tool, you gain unparalleled insights into customer interactions, enabling you to allocate budgets more effectively, fine-tune marketing strategies, and ultimately achieve measurable growth. The integration of first-party and zero-party data ensures a richer, more accurate understanding of what drives purchases, allowing for more informed decision-making.
Triple Whale’s Total Impact Data is not just another analytics tool; it’s a game-changer for eCommerce businesses of all sizes. Invest in Triple Whale’s Total Impact Attribution Model and elevate your eCommerce success with data-driven precision.
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