Webinar Recap: How Surveys Fit into Modern Marketing Measurement

We recently hosted a compelling discussion with Ron Jacobson, CEO and Co-Founder of Rockerbox, and Matt Bahr, CEO and Co-Founder of Fairing, diving into the critical role of surveys in modern marketing measurement. This session explored how surveys complement traditional methodologies like Multi-Touch Attribution (MTA) and Marketing Mix Modeling (MMM), providing valuable insights that can help brands optimize their strategies in real time.

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Surveys as a Validation Tool in Measurement

The conversation kicked off by discussing the evolving landscape of marketing measurement and how surveys provide an additional layer of validation for attribution models. Ron highlighted that while methodologies like MMM and incrementality testing are powerful, they tend to be slower and more historical in nature. "Surveys, on the other hand, deliver immediate feedback, allowing marketers to make timely optimizations based on real customer responses," he said.

Matt reinforced this point by explaining that surveys are particularly useful for channels that don’t easily fit into click-based measurement, such as influencer marketing, podcasts, and linear TV. "Many marketers rely on discount codes or custom landing pages to track these channels, but surveys provide a more accurate and scalable way to understand channel contribution," he explained.

Integrating Surveys with MTA and MMM

One of the key takeaways from the webinar was how surveys can be used in conjunction with MTA and MMM to refine attribution accuracy. Ron explained that at Rockerbox, survey data is treated as a first-class data set, integrated directly into the marketing data foundation alongside spend, conversions, and customer journey data.

"Surveys help brands refine their attribution models by reducing the reliance on direct or last-click channels and reallocating credit where it’s due," he noted. "For example, if a brand sees a high percentage of conversions attributed to 'direct' or 'organic search,' survey responses can help determine whether another channel—such as a TV ad—actually played a bigger role in the customer’s journey."

Matt also mentioned an emerging practice where survey data is being used as a prior in MMM models. "We’ve started to analyze how survey responses can help inform MMM priors," he said. "It’s still early, but we believe this approach can improve model accuracy by providing an additional data source to help establish baseline assumptions."

Best Practices for Survey Design in Complex Organizations

Survey design is a crucial factor in ensuring reliable insights. Matt shared several best practices, including:

• "Tailoring survey questions based on brand size and familiarity. For well-known brands like Home Depot or Coca-Cola, 'How did you hear about us?' might not be the right question, but more targeted questions around exposure to specific campaigns or ad placements can provide value."
• "Avoiding unnecessary response bias by designing questions carefully and leveraging methodologists to craft unbiased question formats."
• "Segmenting survey questions based on customer types (e.g., new vs. returning customers) to ensure relevance and improve data accuracy."
• "Ensuring that survey data is mapped correctly to align with marketing hierarchies and prevent discrepancies between survey responses and actual channel data."

Overcoming Challenges and Biases in Survey Data

One common concern with survey data is recall bias—customers may not accurately remember their entire journey or may highlight the most memorable interaction rather than the true first touch. Ron noted that Rockerbox provides flexibility in how survey responses are weighted within attribution models, whether as a last-touch validation or a first-touch input.

"We let clients decide how they want to incorporate survey data into their attribution models," Ron explained. "Most commonly, clients append survey responses as a last touchpoint, but some prefer to assign them as a first-touch based on the nature of their marketing strategy."

Additionally, both speakers emphasized that while surveys are not a silver bullet, they are an essential component of a unified measurement strategy. "The best approach is to use multiple methodologies—MTA for day-to-day optimizations, MMM for long-term strategic planning, and surveys as a validation tool to fill in the gaps left by traditional models," Matt said.

The Future of Surveys in a Privacy-Centric World

As privacy regulations continue to evolve, surveys are proving to be a resilient methodology that allows brands to gather consumer insights without relying on cookies or tracking pixels. Matt pointed out that "surveys provide a privacy-safe way to collect direct customer feedback, making them an increasingly valuable tool as brands navigate cookie deprecation and regulatory changes."

Ron echoed this sentiment, emphasizing that first-party data collection—whether through surveys or other methods—will become even more critical in the years ahead. "Asking customers directly for information is a no-brainer," he said. "It gives brands an advantage in understanding their audience while mitigating the risks of relying on third-party data."

Key Takeaways

• "Surveys provide rapid insights" that complement traditional measurement models, helping marketers make quicker optimizations.
• "They are particularly valuable for channels that don’t fit well into click-based models", such as influencer marketing, podcasts, and TV ads.
• "Integrating surveys with MTA and MMM" can help refine attribution accuracy and better allocate marketing credit.
• "Thoughtful survey design" is crucial to minimizing bias and ensuring meaningful insights.
• "As privacy regulations tighten, surveys will continue to be a reliable and privacy-safe measurement method" for brands looking to understand their marketing effectiveness.

This discussion reinforced that while no single measurement methodology is perfect, a unified approach—leveraging MTA, MMM, testing, and surveys—provides the best path forward for modern marketers.

A big thank you to Ron and Matt for sharing their expertise, and to all the attendees who participated in the discussion. If you missed the webinar or want to revisit any of the insights shared, you can watch the full recording here.

Stay tuned for more conversations on the future of marketing measurement!