TikTok is addressing the flaws in traditional attribution models by partnering with KnoCommerce and Fairing, top post-purchase survey providers. This partnership aims to give marketers a more comprehensive view of where their customers are coming from, enhancing their online advertising strategies.
Traditional attribution models often focus solely on the last touchpoint before a purchase is made, failing to capture the full consumer journey. This model proves to be increasingly inadequate in today’s multi-channel, multi-device world.
Through KnoCommerce and Fairing, post-purchase surveys can easily integrate with marketers’ existing analytics capabilities. Insights from these surveys can then enhance multi-touch attribution (MTA) and media mix models (MMM), providing a clearer picture of customer journeys and allowing for more informed decisions about ad spend and marketing strategies.
These post-purchase surveys, which are integrated with advertisers’ e-commerce platforms (such as Shopify), provide valuable insight into customers’ path to purchase. They operate by polling customers immediately after a sales event.
With the voice of the customer guiding these surveys, they offer a source of truth that challenges common narratives around attribution. They don’t aim to replace existing modes of measurement but complement them, providing advertisers with a more complete view of attribution.
This move by TikTok addresses a significant issue in digital marketing – understanding the customer’s journey. By leveraging post-purchase surveys, TikTok is enabling marketers to get a more holistic view of customer behavior. This strategy can potentially help businesses make more data-driven decisions, optimizing their marketing efforts for maximum effectiveness and efficiency.