Marketing Signals, our new measurement podcast dedicated to helping marketers navigate attribution complexities, is now live. I'm excited to share the debut episode featuring myself, Matt Bahr (CEO of Fairing), alongside QRY CEO Samir Balwani.

In this first episode, we explore a critical measurement intersection that's often overlooked: the powerful convergence of brand tracking and attribution surveys.

Most marketing teams treat brand perception and attribution as separate concerns, but our discussion reveals why that's a costly mistake. When these data streams converge, they unlock insights neither can provide alone.

Each episode of Marketing Signals delivers actionable insights on specific measurement strategies or explores timely topics in the measurement space, equipping listeners with the tools they need to make data-driven decisions and optimize performance.

Key insights from the conversation:

• The unexpected warning sign that signals when brand tracking becomes essential (hint: it happens when organic search volume starts to decline)

• Which specific questions in post-purchase surveys generate the most valuable signals about brand perception

• How e-commerce teams and brand heads can collaborate using these complementary data sets

• A framework for identifying which brand attributes actually influence purchase decisions

For marketers frustrated by incomplete measurement, this episode demonstrates how attribution surveys can validate brand tracking data, creating a feedback loop that improves both performance and brand marketing investments.

Listen & subscribe on Spotify, Apple Podcast, or Youtube.

For detailed show notes, navigate using the time stamps below:

[0:42] Samir explains his background and his work at QRY, which is a media buying agency that helps brands understand the impact of their brand campaigns while driving performance marketing.

[1:45] Brand tracking is understanding the space that the brand takes in the consumer’s mind. It asks questions about how consumers see your brand and brand awareness.

[5:05] According to Samir, the top point at which a brand needs to look into brand tracking is when their organic search volume starts to decrease. 

[9:32] When measuring brand health through post-purchase surveys, some of Samir’s favorite questions ask who the customer is purchasing the product for, where else they considered buying the product, and when they plan to use the product for. 

[10:52] In panel surveys, common questions ask about value for the price point, whether a brand seems innovative, and whether a brand seems geared toward the participants.

[17:22] The teams that see the most success from brand tracking are e-commerce teams and brand heads. When these teams work together to bridge that conversation, they can improve their resource allocation.

[21:33] Samir uses brand awareness data and post-attribution survey data together to get a more detailed picture of how important brand attributes are to customers.

[28:28] When post purchase survey data and brand trackers don’t match, it generally means that there was a mistake in the questions asked in the brand tracker.

Scale your brand with full-funnel media with QRY: https://www.weareqry.com/ 

Follow Samir Balwani on LinkedIn: https://www.linkedin.com/in/samirbalwani/