Decoding the Buyer's Journey: 'Hard to Measure' Marketing Insights from Jeremiah Prummer, Founder of KnoCommerce
Struggling to separate the signal from the noise in your marketing attribution?
🎙️ Podcast Episode Recap
In this episode, we dive deep into the world of "Hard to Measure Marketing Channels" with customer insights platform, KnoCommerce Founder, Jeremiah Prummer.
Jeremiah highlights the need to go beyond tracking and measuring every marketing dollar and focus on the qualitative insights that drive growth. By asking the right questions, brands can uncover the motivations behind customer purchases and target their ideal audience more effectively.
Also discussed: The impact of different marketing channels, such as TV, radio, and Out-of-Home (OOH) advertising. He emphasizes the correlation between these channels and their ability to amplify word-of-mouth recommendations and build customer trust.
By tracking trends and asking customers about their journey, brands can optimize their marketing mix and achieve better results.
📰 Top Highlights
- With more than 100M survey questions observed each year, Jeremiah helps us understand how "hard to measure" channels like TV, Radio, and OOH, contribute to the overall marketing funnel for some of the world's fastest-growing DTC and e-commerce brands.
- Jeremiah emphasizes the importance of specifically understanding what motivates customers to buy and bridging the gap between offline and online buying experiences.
- The correlation between different marketing channels and their impact on the buyer's journey is a key factor in optimizing marketing strategies.
- TV advertising is an underutilized channel that can provide credibility and reach new audiences, but it requires patience and a longer-term perspective.
Key Moments
- 00:16:43-00:16:54 - "60% plus of people take more than a week to make their first purchase."
- 00:27:12-00:27:22 "I actually think TV gives you, it gives your brand more credibility than just throwing up a Facebook ad, right? There's a bigger barrier to being on TV and especially on having a good TV ad. I think that tells people you're a legitimate brand. You're real."
- 00:30:46-00:30:56 "Asking people 'How long they knew about your brand before purchasing' can be really valuable."
📢 Message from Jeremiah
"If I could put any message on a billboard for the world to see, it would be: 'Show up, do your best, and remember that it's enough.' We often get caught up in comparison and feeling like we're not doing enough, but the truth is, as long as we give our best effort, that's all that matters."
📚 Recommended Resources
- Nine Operators Podcast: Jeremiah recommends this podcast hosted by four entrepreneurs who run nine-figure businesses. Gain valuable insights into planning, operations, and running a successful business. Listen here
📧 Connect with Jeremiah
- Twitter: https://twitter.com/JeremiahPrummer
- LinkedIn: https://www.linkedin.com/in/jeremiahprummer/
- Email: jeremiah@knocommerce.com
To listen to the episode, search 'OOH Insider' on your favorite podcast platform or visit https://www.theoohinsider.com/jeremiahmeasures
Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/
Get Zip-Code Level Insights To Maximize ROI
Jeremiah Prummer
CEO of KnoCommerce
Jeremiah Prummer is a seasoned entrepreneur and the founder of KnoCommerce, a customer insights platform that aims to bridge the gap between online and offline buying behavior. With a background in the e-commerce ecosystem since 2012, Jeremiah has an intricate understanding of the challenges faced by brands in tracking and measuring marketing ROI, particularly with "Hard to Measure" channels like TV, Radio, and OOH.
Growing up in a family-owned health food store, Jeremiah developed a curiosity for customer behavior and the importance of understanding what motivates people to buy. This early exposure to the retail world sparked his interest in the buyer's journey and led him to build KnoCommerce as a solution to help brands gain actionable insights into their customers' journeys.
Jeremiah's expertise lies in marketing attribution and his platform observes over a hundred million post-purchase survey questions a year, providing their 3,000+ brands with a wealth of data to analyze and draw insights from. He believes in the power of qualitative insights and their ability to inform media strategy and drive growth.
With a passion for understanding the psychology behind consumer behavior, Jeremiah is dedicated to helping brands target the right audience and optimize their marketing mix. He is a firm believer in the value of channels like TV, radio, and out-of-home (OOH) advertising, which are often overlooked in the digital age.
Connect with Jeremiah on Twitter (@jeremiahprummer) to stay updated on his latest insights and… Read More
Listen On