Wise measures word-of-mouth growth by overlaying survey responses onto traffic data
Nilan Peiris · How to drive word of mouth | Nilan Peiris (CPO of Wise) · Sep 24, 2023 · at 6:32
Nilan Peiris, Chief Product Officer at Wise, explains the attribution methodology Wise uses to calculate that 70% of its incoming customer growth is driven by word of mouth.
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“So we have an attribution model, as you can imagine, and we've had one from the early days and it overlays all the kind of cookie the referrer data and cookie data you have on, on visits coming to the website. So you kind of know that. And then you obviously have this soundtrack stuff and we sample and ask customers a set of questions on this. And then overlay that onto the, what turns up in your web tracking as direct traffic to give you, give us a sense of how big that word of mouth number is. And that's what gets us back to the 70 percents there.”
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