Zero Party Data

Unlocking Actionable eCommerce Insights With Real-Time Consumer Data

by Matt Bahr

Unlocking Actionable Ecommerce Insights With Real-Time Consumer Data

In the fast-paced world of eCommerce, success lies in the ability to navigate the ever-changing tides of consumer behavior. It's not enough to rely on guesswork or assumptions when it comes to growing your business. That's where ecommerce insights come into play – they are the guiding light that illuminates the path to success.

But here's the catch – in the fast-paced world of eCommerce, time is of the essence. Traditional surveys and data collection methods often fall short in delivering insights at the speed required to keep up with the ever-evolving market. That's where real-time and scalable insights become the secret weapons in your arsenal.

Imagine having a pulse on your customers' desires and motivations, instantly knowing what drives their purchasing decisions, and being able to optimize your marketing efforts on the fly. Real-time eCommerce insights empower you to make data-driven decisions in the blink of an eye, responding swiftly to emerging trends and seizing opportunities before they slip through your fingers.

Join us on this journey as we unravel the significance of eCommerce insights and delve into the realm of real-time data. Let's explore how these insights can ignite the flames of growth and propel businesses to new heights.

The Power of Good Questions in Collecting Ecommerce Insights

In the vast landscape of ecommerce, the art of asking good questions holds the key to unlocking a treasure trove of insights. Here at Fairing, we serve as your trusted partner in the quest for valuable ecommerce knowledge. Picture us as your guide through the labyrinth of consumer interactions, leading you to the hidden gems of data that can drive your business forward.

Our secret weapon? Question Stream™ , an ever-flowing stream of insights that appends transaction and traffic data to individually targeted questions. It's like having a crystal ball that reveals the inner workings of your customers' minds, allowing your marketing stack to be optimized in real-time. With Question Stream™, you can tap into the pulse of your audience and gain valuable insights that propel your business to new heights.

But what if you haven't embarked on this journey with Fairing just yet? Fear not, for we believe in spreading the knowledge far and wide. Even without our tool at your disposal, we offer a list of post-purchase questions , meticulously crafted and categorized by use case. Consider it a compass to navigate the vast sea of customer insights.

Let's dive into some of these questions, each with its own unique charm and ability to uncover hidden truths:

"Who Is This Purchase For?" - Tackling the Buyer vs User Problem

Imagine the challenge of marketing and selling a product when the purchaser isn't necessarily the end user. It's like dancing on a tightrope, trying to balance the needs and preferences of different individuals. Whether it's sunglasses sold directly to consumers or software catering to businesses, the buyer vs user problem plagues many industries.

To unravel this mystery, we present a simple yet powerful question: " Who is this purchase for? " By allowing customers to self-segment, you gain a deeper understanding of their intentions. Are they buying for themselves, a friend, a family member, a co-worker, or someone else entirely? Each response unveils a world of insight, helping you tailor your marketing efforts and deliver a personalized customer experience.



This segmentation not only tidies up your business metrics but also reveals the true nature of your customer relationships. By separating buyers from users, you can analyze retention, engagement, and even identify potential future customers who already have a connection to your brand. Plus, discovering which products perform best as gifts opens up new avenues for growth and strategic decision-making.

Take Pastreez , for example. They used this question to gain a firm grasp on the variance of their average order value (AOV). By uncovering the distinction between user AOV and buyer AOV, they discovered that buyers were spending 100% more per order. Imagine the possibilities that lie within this seemingly simple question!

"Are You Switching From Another Brand?" - Unveiling Competitor Insights

Legacy retail brands spend exorbitant amounts of time and money to gather insights on their competitors' share shift. But fear not, dear Fairing friend, for you have a secret weapon at your disposal.

Within your Question Stream™, there are two powerful ways to uncover this valuable information. The first is a higher-level question: " Are you switching from another brand? " A simple yes or no response unveils a world of insights. If the answer is no, it means your brand is the guiding light, teaching consumers the ways of your category. If the answer is yes, it's time to delve deeper with our follow-up question feature and discover precisely which brand you're winning market share from.



Alternatively, you can directly inquire about customers' previous experiences with other brands: "What other brands have you used before?" This question not only helps you understand the competitive landscape but also opens the door to captivating follow-up questions. "What made you want to switch?" invites customers to share their testimonials, shining a spotlight on your competitive advantages and the features that resonate most with your audience.

Brands like Quip have embraced the power of these questions for years, optimizing their ad creative, competitive bidding, and even strategic pursuits like fundraising and market expansion. By capturing this data and analyzing it in tools like Peel or Daasity , you gain a competitive edge and make data-driven decisions that propel your brand forward.

So, whether you have Fairing’s Question Stream™ at your fingertips or embark on this journey armed with our curated list of post-purchase questions, the power of good questions in collecting eCommerce insights cannot be understated. They are the keys that unlock the door to deeper understanding, helping you navigate the ever-changing ecommerce landscape and driving your business towards unparalleled growth.


As we reach the end of our journey into the world of eCommerce insights, it's crucial to recap the vital role they play in driving business growth. In the ever-evolving landscape of online commerce, staying ahead of the curve is essential, and real-time, scalable insights serve as the compass guiding us through uncharted territories.

Fairing stands as your steadfast companion in the quest for eCommerce insights, empowering brands to make informed, data-driven decisions. Through our innovative Question Stream™ and integrated Question Bank , we provide you with the tools to delve deep into the minds of your customers, unlocking the secrets that lie within.

But what we must remember is that the pursuit of eCommerce insights is an ongoing endeavor. It's not a one-time task to be checked off a list. They require continuous collection, analysis, and action. Your customers are constantly evolving, and so should your understanding of their needs and desires.

So, as you navigate the vast ocean of eCommerce, let the rudder of insights guide your ship. Harness the power of real-time data, leverage the tools at your disposal, and remain committed to the ceaseless pursuit of understanding your customers. Remember, the insights you uncover today can shape the success of tomorrow.

Want to learn how to set up your post-purchase survey for your brand? Read more here.

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