Recommended Analyst or Higher
Most brands are highly interested in their attribution picture. Although we at KnoCommerce don't believe that the question 'How did you first hear about us/our brand?' should be the only attribution-focused question that you ask (Last touch attribution and conversion window are also crucial), it is important to many brands' attribution picture.
We offer templated attribution surveys (just create a new survey and search for 'attribution survey' that follow many of these suggestions, but there is also the first-touch attribution question template as well (just search the question bank for 'attribution first-touch') if you're staying on the Starter plan.
Question Setup
You want to offer enough response options that your customers will see something that immediately resonates with them, while also not wanting to add so many options that your customers are overwhelmed and stop responding to the survey.
Here are the responses included in our templated question:
We make sure to offer the main social media channels AND an option for influencers on the first question. The reason for this is some customers identify the platform as the main channel differentiator, while others focus more on the personality. We want to have both options available there!
Follow-up Question Setup
From there, we recommend asking a follow-up question to ALL social media channels to help determine where on the platform someone saw you. This is set up automatically on the templates, but you can also set it up while building your own survey.
While it may at times make sense to address specific follow-up questions to specific social channels (i.e. Instagram, Facebook, YouTube, et. al.), this particular way is the most efficient starting place, because it minimizes total questions asked while also maximizing the use of KnoCommerce's capabilities and features.
These four options cover the vast majority of situations on any social media channel and will be helpful in separating out the different channels.
Audience Setup
Here's where the real differentiator happens. Setting up an audience allows you to segment your reporting. This allows you to set up an audience based on the customer's answer to the HDYHAU question and then view the results of the 'Who posted about us?' question through the lens of that audience.
Go to Audiences and click Create New Audience. From there, you can create a filter based on how the customer responded to your question (see example below).
Viewing Reports
After you have set your survey live and begin receiving responses, click into the survey in the Surveys tab to use the Audiences drop down at the top of the page to segment the data.
Once applied, you can look at the survey results for any question in that survey through the lens of customers who discovered your brand on whichever one you selected (based on their answer to the first question on the survey). You can adjust the audience to view different channels and their own trends within reporting settings. Or you can also adjust the question to see how the same audience answered other questions on your survey!
If you have any issues, please reach out to us @hello@knocommerce.com or click the chat bubble in the lower left-right corner. Happy surveying!