Our friends at Fairing and Porter Road recently sat down with us to talk all things zero party data, automated analytics, and democratization of intelligent commerce.
Sounds fancy right?
But really, it was a conversation about what tools a modern ecom brand needs to get the right signals amidst all the noise from data pouring in. You have various marketing channels, attribution data, and ad channels (to name a few) all telling you different things.
That’s where Fairing steps in to make the process a whole lot easier. Their zero party data clears the air and gives you answers right from your customers. Our integration with Fairing allows you to use those post-purchase survey questions as segment values across our 160+ metrics. This allows you to dive deeper and understand the retention patterns and value of the customers who gave a specific answer to your question.
This set the perfect stage to chat with the folks from Porter Road - who use both of our platforms to inform their marketing. Our integration provides the next layer of insight they need to act swiftly and efficiently with more accurate data.
That’s why Fairing published this awesome case study getting direct feedback from Porter Road about how they use the integration. We just want to have a quick convo about the process, why Fairing’s approach is essential, and how Porter Road’s experience with the integration reveals a crucial industry pain point.
Some Conversation Highlights
First of all, it was so cool sitting down with the team at Porter Road. If you don’t know them, you have to check them out – they deliver pasture-raised meat right to your door. Think top-tier butcher shop meets super efficient ecommerce experience.
In our chat, the Porter Road team brought up an extremely relevant point that we think all ecom teams should be thinking about. Attribution data, though helpful for the big picture, doesn’t always tell the whole story.
If you have your attribution data telling you that a customer came in from social, that may be only one touchpoint that helped contribute to that sale. There’s a whole element of human intentionality behind the things we search and discover on the internet that might not be captured here.
Their post-purchase surveys sweep away the doubt by getting answers directly from the customer. The classic “How did you hear about us?” question gets so much more powerful when you think about it in the scope of understanding truly how your customers ended up buying from you.
Example: If your customer sees an Instagram ad for your brand, remembers that tomorrow and Googles you, your attribution data might tell you that organic search was responsible for the conversion, when search only facilitated their journey from their true last touch. When you ask your customers how they discovered you, you’ll get a real sense of what drove them to your site.
Plus, Fairing offers some pretty sage advice on how to tailor your wording in your post-purchase surveys to lean toward first touch or last touch data (or stages in between). There’s a big difference between “How did you first hear about us?” and “What brought you to the store today?” Seriously, it’s an art.
Plus, their platform allows you to ask your customers any questions, which you can use to fuel deeper analysis in Peel. Questions could be around household size, specific interests, and other identifying qualities that’ll help you get to know your customers better.
You basically get customers self-segmenting by answering those questions. Then you can segment LTV, AOV, Repurchase Rate, Retention, and any of your most critical metrics in Peel, by those question values to look at really specific pockets of customers.
That’s exactly how Porter Road is winning by looking at data in its truest form – right from the customer. Hop into Fairing’s case study to hear directly what the Porter Road team thinks and to learn more about the integration!