What is a Marketing Attribution Survey?
An attribution survey is a type of survey that helps businesses understand why customers choose their product or service.
By identifying key factors that influence decision-making, businesses can improve their offerings to better meet customer needs. These surveys can also provide valuable feedback on specific features and aspects of a product or service, helping businesses make changes to improve overall satisfaction.
Ultimately, attribution surveys are an effective tool for gaining deep insights into customer behavior and preferences, which can drive growth and success.
Surveys asking "How did you hear about us?" are nothing new, but they can be a powerful tool for learning about your customers. By seamlessly integrating them into your customer journey, you can gather qualitative data that tells a story that quantitative data can't.
Do you need an Attribution Survey for your digital product?
In case you want to optimize your marketing spend, unlock new insights, and scale your revenue, you do.
At Trackey, we’re working with SaaS companies to integrate attribution surveys, but these ideas apply to any vertical that involves acquiring new customers.
Attribution surveys are amazing! However, for legacy brands, they might not be the best fit. Fear not, as there are other options available. Instead of asking how someone heard of Microsoft, try asking "What brought you in today?" to get a better understanding of your customers.
It makes sense, right?
If you're wondering when to do an attribution survey, the answer is simple: do it as soon as you can, even before launching if possible. Knowing where your customers are coming from early on will be a huge help when you start ramping up your marketing efforts.
You might even discover some channels you didn't know existed!
The question: How did you hear about us? (HDYHAU)
When you're creating an attribution survey, there are different ways to ask the question. Most people use our default question, "How did you hear about us?" but you can also ask "How did you first hear about us?" or "Where did you first discover us?" It doesn't really matter which one you choose because they all collect the same information and we haven't seen any big differences in completion rates.
Make sure the list of answer options includes all the marketing channels you're currently using or have used in the past. Sometimes people hear about your brand from a channel you didn't expect, so it's good to have an "Other" option where they can write their own answer.
Zero-party used for marketing attribution
What is zero-party data?
Zero-party data is data that someone gives you voluntarily. For instance, if a customer completes a “How did you hear about us?” form, they’ve just given you zero-party data.
Experts say that zero-party data is the most trustworthy form of data because it comes straight from the source. Although not all people self-report accurately, zero-party data is still a reliable basis for personalization.
There are many types of zero-party data, from user contact details to their product preferences, and so much more. In this article, we’re focusing on one of the most critical data points for marketing teams—attribution, but if you want to dive into this topic, you can check our article and find out its pros and cons to other sources of data.
Marketing Attribution vs data-driven. The end of cookies?
In the world of digital marketing, attribution has become a really big deal. But with all the changes happening in data privacy and the rise of "dark social", it's getting harder and harder to track where your customers are coming from. Google and Apple are also making it more difficult to track users across multiple touch points.
So what can you do? Well, instead of trying to spy on your customers, why not just ask them? By using attribution surveys, you can get all the info you need without making people feel uncomfortable.
Plus, with zero-party data, you can get a ton of valuable insights without having to rely on cookies.
Getting accurate attribution data can be tough because not everyone wants to fill out a survey. With zero-party attribution data, what you lose in quantity you make up for in quality.
For example, if someone found your brand through a blog post shared on LinkedIn, most models would credit social media for the win. But if you asked the user how they heard about you, they might say a friend sent them the blog post, which would give you a more accurate picture of what's working in your marketing.
In a world without cookies, it's more important than ever to focus on understanding people!
Ways to collect data for marketing attribution:
In-product forms:
If you're a SaaS company, adding a friendly form right into your product can help you learn more about your trial users and reduce churn. And, if you add a marketing attribution survey, it can also be useful for your product team to increase the conversion rate.
Email:
Start off on the right foot with your prospects by adding a simple attribution survey to your welcome sequence, creating a better customer experience.
Checkout page form:
Want to know how your customers found you? Just ask!
Adding a HDYHAU question to your checkout page is an easy way to get self-reported attribution data. Since your customers are already filling out other information, adding one more question won't be a hassle.
Post-purchase surveys:
Strike while the iron is hot! Right after someone makes a purchase is the perfect time to ask them how they found you. We recommend adding an attribution survey here.
Your sales team:
Ensure that your sales team is asking every prospect how they found you. This information is crucial as it allows you to identify what drove your ideal targets to get in touch. Be sure to have a system in place to collect and consolidate this user data with your other data sources.
Creating a Successful HDYHAU Survey
Trackey is the ultimate solution for launching surveys quickly and effortlessly! With Trackey, you can easily integrate your necessary tools, customize your design, and take full control of your surveys.
When you want to ask your customers for feedback, you need to decide how to reach them. You can send them an email or text message with a survey, or you can include the survey as part of a form they fill out. One way to get more responses is to use a pop-up survey on your checkout page. This is a great option because every customer who checks out will see it, and it's easy to use on a mobile device.
Next, craft your question wording and copy to match your brand’s voice.
Sometimes it's hard to decide how many answer choices to include. If you give too many, people might get confused. But if you don't give enough, you might not get all the information you need.
It's all about balance!
Now we're done! This is how quickly you can create attribution surveys to gather zero-data with Trackey. Remember you can start your free trial now, or just book a call with our team! See you!