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Interview Highlights Part 2: How Respond Fast thinks about attribution

Respond Fast founder, Mike Gunderson, was interviewed by Ben Shapiro on the Martech Podcast. In a series of three articles, we’re sharing highlights from the interview covering specific topics about voice marketing technology. To listen to the full interview, click here.

Ben Shapiro: The other half of the story is about attribution. Tell me about how Respond Fast thinks about attribution and how are you actually counting the conversions that are happening? What data do you get by using this platform?

Mike Gunderson: I think one of the coolest things about this is, and when we built it was, “Hey, here’s an opportunity where we can get true attribution back to the advertiser and they know exactly where that money was spent if somebody responds by voice.” So the way that we’ve done is we have two different ways for attribution. One is a campaign, a generic campaign phrase. So let’s just say Honey Nut Cheerios is a brand name, perhaps we would use that to drive the interaction with the voice speaker and go through that with the consumer.

And the other way is true attribution, a one-to-one attribution, where we use a unique identifier code that when that user speaks that code, they will actually be able to get the attribution directly back to where that person was mailed or where they saw that ad. And that’s really valuable, I think, for, especially our direct mail customers because they want to know exactly who responded so that they can take action on that lead as soon as possible. And they also want to know who responded so they can have clear measurement back to that direct mail campaign on what offer, what list and what format outperformed. So by getting that real time interaction, they’re able to start making quicker decisions on how to move forward with their programs.

Ben Shapiro: The interesting thing we hear is that not only are you getting campaign attribution, you’re able to count the total conversions from a campaign in channels that historically have been very hard to just get a body count. You’re essentially able to do the same thing that you would with a digital pixel in the sense of you can evaluate, not only which campaign is getting the attribution, the credit for a conversion, but you can figure out who it was sent to and which creative or which address, down to the personal level. So you’re not necessarily collecting personally identifiable information, but you can attribute your conversion back to each individual piece of collateral.

Mike Gunderson: Absolutely. And in addition to that, there’s some other information that’s collected when somebody responds, and that’s what device they actually responded on, so whether it was a Google assistant device or an Amazon Alexa device. There’s also the time, the exact time that that prospect responded, so that’s useful and kind of understanding response curves and when people are responding and then in addition, whether or not you want to send somebody information via their cell phone, their cell phone information is collected so then you can now have ongoing communication with that customer that opted in through the response and then you can start that sales call or start that marketing effort on a one-to-one basis with that specific responder.

Respond Fast provides a service that combines offline marketing with smart speaker usage to help clients get the most from this service. Smart speakers are everywhere and leveraging them is important for advertisers who want to take the next step. Contact Respond Fast for more information on what this technology can do for your business.

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