The ethos that runs through Porter Road’s approach to product is also ever
present in their approach to marketing: taking the long view, to ensure
holistic lifetime value. No surprise then, that they’ve made a routine of
analyzing cohort and segment behavior through
Peel. What’s changed
today is that Fairing survey data now integrates seamlessly with Peel’s
analytics, helping Porter Road to get ground truth insights from their
customers at speed & scale.
As Ryan McIntyre (GM of Digital) puts it, “Peel + Fairing shortens the decision
making cycle when it comes to our marketing mix. As a business lead, it's a
luxury having clean & reliable data at my fingertips.”
Turning direct-from-consumer data into cohort views means Porter Road can
confidently market to LTV, rather than relying on ad platforms to self-report
short-term impacts. “Peel and Fairing validated our decision to turn off a
major marketing channel whose platform attribution always felt too good to be
true.”
With ground truth data and cohort analysis, Porter Road was also able to
quantify the impact of offline marketing, with direct mail customers spending
30% more than users from other paid channels. Says McIntyre, “in a prior life,
that insight would involve a small team of data analysts writing and tweaking
SQL queries over a period of days. In this instance, Peel + Fairing surfaces
the insights in seconds.”
Plug and play tools like Peel + Fairing have democratized intelligent commerce.
Ryan McIntyre, GM of Digital at Porter Road
But Porter Road isn’t just using this integration for acquisition. Trending
purchase frequency over
time
is a huge BI lift for brands that aren’t strictly subscription-based: Peel
delivers that trend view, and the addition of a Fairing survey question
(beautifully written by Ryan’s team) lets return customers effectively
self-segment into more predictable cohorts. Customer journeys get clearer day
by day with always-on insights, freeing up the Porter Road team to focus on
delivering a delicious experience.
To learn more about this partner integration, Fairing customers can click
here while Peel customers can click
here. To get some
pasture-raised produce delivered to your door, visit
PorterRoad.com.