About M-Squared

M-Squared is an advanced attribution platform that combines marketing mix modeling, geo experiments, and post-purchase survey signals into a single set of channel-level incrementality multipliers. The Fairing to M-Squared integration brings your post-purchase “how did you hear about us?” responses into M-Squared’s measurement framework, where they are one of three independent signals used to calculate true incremental performance per channel.

M-Squared operates a managed services model. Your dedicated M-Squared Strategist handles connection setup, data validation, channel mapping, and ongoing maintenance of the Fairing integration. No self-serve configuration is required on the client side.

To enable the integration, contact your M-Squared Strategist. If your brand is not yet an M-Squared client, schedule an introduction here.

How the Integration Works

Once your brand is onboarded with M-Squared, your Strategist will:

• Establish the Fairing connection using API credentials provisioned by your Fairing account owner.
• Configure the historical backfill window and the ongoing sync cadence.
• Map your Fairing channel taxonomy to your M-Squared channel taxonomy in collaboration with your team.
• Validate response data against your order-level sales data.
• Stand up the Post-Purchase Surveys dashboard in M-Squared Hub for your stakeholders to review.

Setup is typically completed within 1 day of M-Squared onboarding.

Data Flow

The data path:

• A customer completes your Fairing post-purchase survey at checkout.
• Fairing records the response against the customer’s order.
• M-Squared’s data pipeline reads from Fairing’s Responses API on a scheduled cadence.
• Responses land in your dedicated M-Squared data warehouse, join to order-level sales data, and aggregate by your MAF (Marketing Attribution Framework) and P&L structure.
• The aggregated dataset appears in M-Squared Hub for review, channel mapping, and multiplier calculation.

Only structured response data is transferred: channel, question, response value, timestamp, and order reference. No personally identifiable customer information leaves Fairing.