Chapter 2

Can a simple question beat the tracking data?

Hỏi khách từ đâu tới có đáng tin hơn dữ liệu?

The chapter's question

Where do my new customers say they heard about us?

Big idea

Asking where customers heard about you gives rough data, but no platform has distorted it.

In this chapter

  1. Part 2.1

    Where to Ask

    At which step of the buying process should this question be asked?

  2. Part 2.2

    How the Answers Skew

    Where do customers misremember or leave things out?

  3. Part 2.3

    Cross-Checking

    How closely do their answers match the channel data?

  4. Part 2.4

    Enough Responses to Trust

    How many answers before I dare use them?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of Which Channel Actually Pays is free to read right here.

Read in Conan School

Chapters of Which Channel Actually Pays

  1. 1.If every platform takes credit, who really sold?
  2. 2.Can a simple question beat the tracking data?
  3. 3.If I switch a channel off, will sales drop?
  4. 4.Is the cheapest channel really the best deal?
  5. 5.What good is being right if nobody agrees?