Voggs Media’s Quest for Better Attribution

Voggs Media, a performance advertising agency based in Germany, is known for its deep expertise in omnichannel marketing, especially on TikTok, Meta, and Google platforms. 

Founded in 2018, the agency’s mission is to help ecommerce clients understand and optimize their digital marketing efforts across channels. Matthias Vogg, Managing Director and Performance Manager, sums up their approach: 

“We help brands not only run campaigns but also holistically understand their customer journey from start to finish.”

With the introduction of iOS 14 and stricter privacy regulations, Voggs found themselves in a tough spot: the dwindling reliability of data across platforms. To regain control, Voggs turned to KnoCommerce and Klar—two tools that proved to be game-changers in rebuilding trust in data, leading to smarter decisions for their clients.

Navigating the “Post-Apocalyptic” Data Landscape

When Apple introduced iOS 14, marketers everywhere felt the sting of reduced visibility into user behavior. As Matthias puts it, “It’s been a post-apocalyptic world after iOS 14, after all the privacy measures, and everything that took data away from advertisers.” 

Voggs needed to solve the puzzle of missing data and attribution uncertainty to continue scaling their clients’ campaigns.

That’s when they discovered post-purchase surveys through KnoCommerce. Matthias realized that post-purchase surveys offered something no other platform could—trustworthy, zero-party data straight from the customers themselves. As he explains, “What better quality data is there than people giving it to you willingly?”

Enter KNO: Unlocking Zero-Party Data

Voggs Media began implementing Kno’s post-purchase surveys for six clients, uncovering powerful insights, such as what made customers convert, where they first heard about the brand, and how long they knew about it before making a purchase.

“It was a game changer. We started asking questions like, ‘Where did you hear from us first?’ This is such a hard-to-grasp fact with all the push channels. Without post-purchase surveys, you almost cannot do it any other way.”

With Kno, Voggs gained an edge by not only understanding the initial awareness touchpoints but also leveraging zero-party data to refine marketing strategies and spending decisions. This shift gave Voggs’ clients the confidence to reinvest in their most profitable channels.

Why KNO + Klar: The Power of Attribution

Klar integrates KnoCommerce data into their attribution and has provided Voggs with the zero-party data it needed.

According to Niklas Ruether, Partnerships Manager, “Klar can integrate zero-party data generated by KnoCommerce into our attribution and give our customers a solid understanding of where sales are coming from and where to shift their budget more efficiently.”

This integration was vital for Voggs’ clients, especially when traditional attribution models fell short. By combining the qualitative data from Kno with Klar’s attribution framework, Voggs was able to paint a more accurate picture of each channel’s true impact.

Niklas continues, “Many of our clients have found that their word-of-mouth channel generates 30-50% of their sales. This was something they had no idea about before using Klar and KnoCommerce together.” With this data, brands could make smarter, more efficient marketing decisions that went beyond platform-reported metrics.

Klar’s Marketing Mix Modeling

The marriage of Kno and Klar also unlocked a more nuanced approach to marketing mix modeling. Matthias describes it as a way to demystify how various channels truly impact the customer journey.

“Marketing mix modeling helps you understand which channels are driving incremental value. Klar’s modeling combined with KnoCommerce’s zero-party data ensures that you’re not just looking at numbers but the real qualitative influence each channel has.”

For Voggs, this allowed them to identify and validate spending decisions across their clients’ entire marketing mix, proving which channels deserved more investment and which might not be as strong as they appeared.

Pro Tips for Brands Using KnoCommerce + Klar

When asked what tips he’d give brands using both platforms, Niklas offered this advice:

1. Ask the Right Questions: “Connect answers from post-purchase surveys—like ‘How did you hear about us?’—to the right channels. Then use dynamic attribution logic to integrate those responses into your attribution models. This allows you to directly correlate self-reported data with platform spend, giving you a clearer picture of true CAC and ROAS metrics. It’s about bridging the gap between what customers say and how your dollars perform.”
2. Stay Customer-Centric: “Leverage zero-party data to inform all decisions. Many brands are discovering the value of channels they had previously ignored, like word-of-mouth.”
3. Focus on Incremental Value: “Don’t just rely on platform-reported metrics. With KnoCommerce and Klar, you can understand the incremental value of each channel and shift your budget based on the most accurate data available.”

Results: Smarter Spending and Increased ROI

Thanks to the combined power of Kno and Klar, Voggs Media and their clients are making smarter, data-backed decisions that positively impact their bottom line. Matthias points out that this combination has transformed how his agency approaches performance marketing. 

“We no longer rely solely on platform metrics. With KnoCommerce and Klar, we have access to data that truly reflects what’s happening at each touchpoint, allowing us to make more informed decisions.”

This partnership has given Voggs Media the tools to better serve their clients, maximize ROI, and continue pushing the boundaries of what’s possible in omnichannel marketing.

A Data-Driven Future with KnoCommerce and Klar

As data privacy and attribution become bigger challenges, Voggs has struck the perfect balance with Kno and Klar. By leveraging zero-party data and integrating it into attribution models, Voggs is helping clients uncover previously hidden insights and optimize their marketing strategies for the long term.

Matthias sums it up best: “With KnoCommerce and Klar, we have the tools to provide our clients with a truly holistic understanding of their customer journey—and that’s where the magic happens.”

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