Process
How to run a self-reported attribution study
Six steps from a buyer list to a channel ranking
A six-step process for learning where buyers really heard of you. It is for B2B marketers who suspect their attribution report misses word of mouth, podcasts and communities. Interview recent buyers, ask for the story before the sources and compare the ranking with your software data. Koji can run the interviews and build the report.
Where this appears
What's in this process
- List recent buyers: Closed-won from the last 30 to 90 days, plus a few closed-lost.
- Write the brief: Goal, who counts as a buyer, and no channel names in the questions.
- Ask for the story first: What was going on when they started looking, then where they heard of you.
- Separate three moments: First heard, decision trigger and final choice can be different channels.
- Invite and interview: Personal links, voice or text, 25 to 40 interviews per segment.
- Code and compare: Rank the sources with quotes, then set them beside your dashboard.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
html
<a href="https://www.koji.so/visuals/self-reported-attribution-interview-process"><img src="https://www.koji.so/visuals/self-reported-attribution-interview-process/self-reported-attribution-interview-process.png" alt="Process of six steps for a self-reported attribution study, from listing recent buyers to coding and comparing the answers." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/self-reported-attribution-interview-process">How to run a self-reported attribution study</a>, Koji</p>
