QOTD: What's Your Favorite Podcast?
Our latest Question Of The Day accelerates the channel diversification
opportunities that come naturally with survey-based attribution:
discovering the content your customers consume most, and quickly turning
that research into ad campaigns with fantastic returns.
Question Architecture
In our Question Bank, you’ll notice the templated language is, “What’s
your favorite podcast?” This is based on the popularity of trending
questions in DTC, but depending on your media mix, you may be more
interested in asking “What’s your favorite YouTube channel?”, and so
forth.
Worth noting, this question is worded for a big budget and broad
audience by default — but depending on your vertical, you may be able to
get more surgical with your response data. Running a protein powder
brand? Ask “What nutrition & fitness podcasts do you listen to?”
This is a question you can comfortably ask All Customers, Until
Answered. Alternatively, you could choose to plug this same question in
as a follow-up to your broader attribution (HDYHAU) question, rather
than creating a new item in your Question Stream.
Use Cases: Research, Attribution
The goal of attribution data is, of course, to figure out where your
next media dollar should go — not to celebrate your last one. In the
case of this QOTD, the zero party data you’re gathering could be called
“research”, but ultimately it’s going to reveal highly operational
guidance on diversifying your marketing channels… probably through the
discovery of some true under-the-radar gems. This is where
direct-from-consumer data shines.
And just a reminder here: once you’ve got some directional data staring
you in the face that says, “you should probably launch a campaign on
Podcast X”, there are some best practices in measuring offline
media
worth brushing up on (including some baseline
survey
pre-work if you really want to nail ROAS accuracy in a format most
brands struggle to quantify without talking to customers.)
This article is part of our Question Of The Day (QOTD) series, where
Fairing teams up with the industry’s smartest qualitative marketers to
deliver expert perspectives on zero-party data. Find more of these best
practice questions in our Question
Bank.