About
As Chomps expanded into more top-of-funnel channels, the team ran into a familiar problem: last-click attribution couldn’t explain where demand was really coming from. They needed a way to validate which channels were driving high-value customers before making bigger bets on retail and other awareness channels.
By pairing SourceMedium’s channel and UTM views with KnoCommerce post-purchase surveys, Chomps could triangulate customer origin and quantify the downstream value of retail exposure, not just the click that happened to be last.
Chomps is a better-for-you snack brand specializing in protein-based products. The team invests across retail placements, influencers, affiliates, podcasts, and direct mail.
“Analyzing SourceMedium data alongside post-purchase survey insights from KnoCommerce has empowered us to assess performance across different channels to make well-informed, strategic decisions.”
The challenge
- Last-click reporting couldn’t explain the impact of retail and top-of-funnel channels on online demand
- Channel investment decisions depended on knowing which sources drove higher-value customers, not just more orders
- Single-source attribution created bias and slowed down iteration as the channel mix expanded
As Chomps began diversifying its marketing channels, they needed to understand where new customers came from.
For example, if physical retail exposure influenced online purchase behaviors (KnoCommerce indicated that 45% of chomps.com purchasers discovered Chomps through retail), Chomps needed more concrete evidence to support this claim.
Chomps aimed to:
- Uncover how retail exposure was influencing their online buying behavior
- Assess how effective their top-of-funnel marketing activities were performing, from influencer ads to podcasts and direct mail
- Eliminate biases associated with single-source attribution
“We understand the value of in-store trial purchases. When a consumer discovers Chomps through our top-of-funnel channels and buys a product from our brick-and-mortar retail partners, we aim to capture and analyze this data through post-purchase surveys.”
The solution
- KnoCommerce post-purchase surveys brought zero-party origin signals into the reporting baseline
- SourceMedium’s UTM and channel views helped reconcile survey insights with last-click behavior
- The team used the combined view to refine questions and make clearer channel investment calls
By seamlessly integrating KnoCommerce data into SourceMedium, Chomps quickly validated their customer acquisition strategies.
- Discovered that customers acquired via physical retail (based on survey responses) showed significantly higher Average Order Value (AOV) and Customer Lifetime Value (LTV).
- Gained confidence in top-of-funnel marketing strategy, attributing ~30% of direct/none last-click orders through post-purchase responses.
- Leveraged SourceMedium’s UTM and zero-party data integration to refine post-purchase surveys, accounting for influencer-driven Meta ads.
By creating data synergy with SM and Kno, Chomps could seamlessly dissect a customer’s origin and eliminate the ambiguity surrounding that customer’s acquisition.
What changed
- Decision enabled: The team could invest in retail and other top-of-funnel channels with evidence, not assumptions.
- How they validated it: Post-purchase surveys (zero-party) were analyzed alongside SourceMedium’s channel and UTM views to triangulate where demand originated.
- What got faster: Fewer attribution debates and quicker iteration on survey questions and channel strategy.
The results
-
40% higher LTV from retail-exposed customers
Customers who discovered Chomps through retail (per survey responses) showed 40% higher LTV within three months of acquisition. -
29% of previously unattributed orders explained
After integrating survey responses, 29% of direct/none last-click orders were accounted for through zero-party attribution. -
~30% of direct/none demand mapped to top-of-funnel
Post-purchase responses helped the team attribute ~30% of direct/none last-click orders to top-of-funnel activity.
By integrating KnoCommerce’s zero-party data into SourceMedium’s platform, Chomps emphasized how valuable it’s been for them to combine customer-sourced insights with SourceMedium’s source of truth-based aggregated data.
“Combining customer feedback from KnoCommerce post-purchase surveys with SourceMedium data has had a profound impact. We anticipate it will be a vital component of our strategy going forward.”