How Chomps uncovered a 40% LTV difference with SourceMedium and KnoCommerce

KEY
STATS

"SourceMedium and KnoCommerce have empowered us to make well-informed decisions."

Matt Holtwick

Manager of Growth & Retention

"Combining customer feedback from KnoCommerce post-purchase surveys with SourceMedium data has had a profound impact."

About

Chomps, a better-for-you snack brand specializing in protein-based products, has expanded its marketing efforts across multiple top-of-funnel channels, including retail placements, influencers, affiliates, podcasts, and direct mail.

To clarify their customer acquisition play and improve attribution, Chomps integrated SourceMedium and KnoCommerce to enhance their growth strategy.

"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

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:

1. Uncover how retail exposure was influencing their online buying behavior

2. Assess how effective their top-of-funnel marketing activities were performing, from influencer ads to podcasts and direct mail

3. 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

By seamlessly integrating KnoCommerce data into SourceMedium, Chomps quickly validated their customer acquisition strategies.

1. Discovered that customers acquired via physical retail (based on survey responses) showed significantly higher Average Order Value (AOV) and Customer Lifetime Value (LTV).

2. Gained confidence in top-of-funnel marketing strategy, attributing ~30% of direct/none last-click orders through post-purchase responses.

3. 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.

The results

Chomps' adoption of both platforms has led to impressive results.

1. Uncovered that customers exposed to Chomps through retail showed 40% higher LTV within three months of acquisition after integrating KnoCommerce with SourceMedium.

2. By implementing the integration, Chomps found that 29% of previously unattributed last-click orders were now accounted for through zero-party attribution responses using post-purchase surveys

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 for the rest of 2023 and onward into 2024.”

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