Solving Podcast Attribution With Fairing’s Post-Purchase Surveys
Fairing is a fundamental attribution solution and source of truth for
thousands of DTC brands running hard-to-measure media — and right at the
top of those media types, sits podcasts.
Solving podcast attribution is, habitually, the hurdle that holds most
digital-oriented brands and agencies back from embracing the media type.
But with such a magnificently-packaged opportunity of host-read
“celebrity” testimonial, audience self-segmentation, and evergreen
placement, it’s media you can’t afford to overlook.
It begs the question: if there are so many DTC brands seeing success
with such a hard-to-measure medium, how do they find the missing link in
their podcast ROI equations? Well, they use Fairing.
A Case Study In Solving Podcast Attribution
Let’s look at the proof in practice first. One of our clients, Adam
McNeil
went from having zero experience in podcast media to running up $500k in
revenue on a tiny pod budget, which immediately justified a 25x increase
in spend.
The whole growth process is fantastically documented
here
, but the TLDR is that Fairing’s post-purchase survey provided the
ultimate safety net for podcast attribution, and to great effect: “we
get about 40% of new customers responding to the survey. We use this to
calibrate our judgements. We can see that virtually 29% of all new
customers come through podcasts.”
It’s also worth noting, Adam saw so much success in his podcast
experiments and processes that he later left the brand to head up
marketing for a podcast agency. Suffice it to say, growth can happen
fast in this space.
A Little Attribution Methodology Goes A Long Way
The client above used Fairing’s ground truth data to incorporate a
lift
modifier
method: taking the consistently underreported attribution in coupon
codes or UTM parameters and adding in the population of survey
respondents, then removing the pre-campaign
baseline (a
standard method for reducing survey bias) to find the full attribution
effect. Keep in mind, Fairing appends all these survey responses with
transaction and traffic data at a 1:1 customer level.
Direct Converters , e.g. via URL or promo code redemption
**+ Indirect Converters** , e.g. survey respondents indicating a
particular channel
− Pre-Campaign Baseline , e.g. channel responses received
pre-campaign
**= Fully Attributed Audience**
If this method is unfamiliar to you, don’t worry: many of the most
effective podcast ad agencies already use it religiously, and in fact
another of our most prominent offline media partners penned a broader
article on understanding the podcast attribution methodolog
y
they use for all their biggest advertisers — yes, the ones you’re always
hearing when you listen in.
Read the full Podcast Attribution Methodology
Guide
from Right Side Up.
POV From A Podcast Advertising Leader
We previously sat down with Krystina
Rubino , General Manager of
Offline Media at Right Side Up, for a speed run on what makes podcast
ads work and how to set yourself up for success. Lots of evergreen
guidance packed into this 20-minute ep. Take a listen:
Turning Podcast Attribution Into New Channel Discovery
Last but not least: the hidden magic of post-purchase surveys is the
freedom your customers have to tell you what you don’t kno
w about
emerging opportunities, through the “Other” response field. This is
where you’ll often find organic mentions and earned exposure you
wouldn’t have discovered on your own, opening up the chance for channel
diversification and making inroads to new shows.
Of course, the optimal balance between previously unknown data and
expected (structured) data is to have the right one in every situation:
for this reason, we developed our Autocomplete feature to produce the
best of both worlds. Customers who write in an “Other” response get the
option to choose an existing response, keeping your survey data clean so
you can properly separate attribution from exploration.
Fairing Pays For Itself, Through Dark Attribution Alone
Delivering reliable attribution to your door on a daily basis is just
one of Fairing’s many use cases, and given how often dark conversions
dismantle a marketing operator’s ability to run their side of the
business, the value of that newfound attribution data alone is enough to
see your Fairing plan pay for itself several times over.
Give our Dark Attribution ROI
Calculator a try
over on our Pricing page, and launch into a free 14-day trial to start
getting a handle on offline attribution ASAP.