Case Study: Tortuga improves attribution and uncovers high-impact channels with Fairing

How Tortuga took off with direct-from-consumer data from Fairing

Tortuga, a travel gear brand, faced a challenge in accurately attributing its revenue across organic, affiliate, and offline channels. This lack of clear data made it difficult to optimize marketing spend and inform product development. To address this, the company implemented post-purchase surveys from Fairing to gather zero-party data directly from its customers.

Using Fairing's Question Stream product, Tortuga uncovered significant blind spots in its digital attribution. This allowed them to reduce investment in underperforming channels like their blog and instead focus on high-impact affiliates and influencers, leading to a 74% year-over-year growth in affiliate sales. The data from Fairing also provided new insights into word-of-mouth referrals and customer preferences, which are now shaping the company's future product strategy and bundling options.

Tortuga

Fred Perrotta

co-founder