Auto Suggest: Structuring Attribution Data for Hard-to-Measure Channels

At Fairing, we understand the challenges marketers face when trying to attribute conversions from channels like podcasts, influencers, and YouTube. These channels often lack direct click-through data, making traditional attribution methods less effective. To bridge this gap, we built our auto suggest feature, a powerful question designed to transform open-ended responses into structured, actionable data.

What is Auto Suggest?

Auto suggest is a question type within Fairing that presents customers with a text entry field that draws from a predefined list of responses once the customer starts typing. It's particularly useful when dealing with 15 or more response options, ensuring that data collection remains organized.

Ideal Use Cases:

• Podcast → "Which podcast?"

• Influencer → "Which influencer?"

• YouTube → "Which YouTube creator?"

By guiding respondents with suggested options, auto suggest minimizes the variability in responses, leading to more consistent and actionable data.

Implementing Auto Suggest 

To add an auto suggest follow-up question in Fairing:

• Navigate to your attribution question and select More actions > Edit.

• Below your Podcast/Influencer/YouTube response, click Add an Auto Suggest follow-up question.

• Enter your question prompt.

• Populate the Bulk Responses field with your list of relevant podcasts, influencers, or creators.

• Ensure Allow Any Customer Input and Auto Advance are checked to maximize data collection.

• Click Save & Publish!

Benefits of Auto Suggest

Increased Response Rate

Auto Suggest drives significantly higher engagement resulting in more robust sample sizes and a stronger signal. For podcast follow up questions, we've observed a 13% increase in response rates compared to traditional open-ended questions. And when looking across all follow-up questions (not just Podcast), that improvement holds steady, with a nearly 8.5% increase in response rates. This means more data and stronger insights for your marketing strategies.

Structured Data Collection

Open-ended questions result in 100% unstructured, free form data, making data analysis cumbersome. Auto suggest streamlines this by encouraging selections from a predefined list, leading to over 60% of responses being structured and immediately actionable. For teams that rely on quick, scalable insights, this structured format dramatically accelerates the path from data collection to decision-making.

Coming Soon

At Fairing, we're committed to continuously improving our tools to help marketers measure the hard-to-measure channels. Two upcoming enhancements will make auto suggest even more powerful and easier to manage.

Rules Based Recategorization

Currently, Fairing allows teams to manually recategorize response data to ensure it's structured and assigned to the appropriate response category for measurement (e.g., moving YouTube responses to Podcast). Soon, we'll introduce rules-based recategorization, enabling automatic reclassification of similar responses based on predefined rules. This will reduce manual effort and ensure cleaner, more accurate insights.

As highlighted in our case study with Mando, recategorizing response data can significantly impact performance metrics. After recategorizing unstructured response data, Mando's podcast campaigns saw a 9.2% improvement in CPA, emphasizing the value of structured data in optimizing marketing strategies.

Auto Suggest List Management

Managing extensive auto suggest lists for podcasts, influencers, or YouTube creators can be cumbersome. To simplify this process, we're integrating Google Sheets with auto suggest. This means any updates made in your Google Sheet will automatically reflect in Fairing, eliminating the need for manual updates within the platform. This integration ensures your lists are always current, allowing you to focus on gathering clean data insights without the hassle of manual list management.

By leveraging auto suggest, you're not only enhancing the quality of your data but also gaining deeper insights into the channels driving your conversions. Stay tuned for these upcoming features and reach out to product@fairing.co if you’re interested in joining the beta group for either feature!

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