surveys are also big data
TRANSCRIPT
Not All BIG Data Looks the SameEli Schwartz, SurveyMonkey
Big Data & Analytics Hong KongApril 2016
Please go to this URL:bit.ly/bigdatahk
We live in an age of data companies
All the cool kids talk about data
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…spending lots of money
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And not even drawing the right conclusions
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Implicit Data
Explicit Data
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Teeth Whitenig $88
How “Big Data” Can Predict Your Divorce, ABC News/Nightline, December 2012
Implicit Data
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Explicit data gathering is difficult
Time Consuming
Expensive
Not Scalable
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The easy route is public
Traditional feedback data should also be big data
Use Online Tools to Collect Data
Paper Surveys
Time Consuming
Not Scalable
Expensive
Online Forms
Limited Question Types
Limited Analysis
Advanced Question Types
Advanced Analytics
Customer Service
Survey Software
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Data Utopia
What are you lookingfor in a new car?Desired product
featuresDecision processDo they have credit cards
Emphasize quality
Offer COD
82%Higher qualit
y
2%Lowercost
16%No credit c
ard
ImplicitData
Survey
Answers
Explicit Data
Example: Everyone has seen the basic NPS
% Promoters - % Detractors
Net Promoter Score
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But shouldn’t NPS vary by attributes?
GenderAge LanguagesEmploymentStatus
ExerciseInternet Usage Marital Status
GamingHouseholdIncome
LocationEthnicity EducationIndustry Devices
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These personas have different buying and experience needs
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• If A & B• If A & B & C
• Examples: • Women over 70 that run marathonsMillennials with Snapchat but not Facebook
Think about double pivot and triple pivot
Every customer is an individual
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Case Studies of Small Data at Scale
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• Simple-to-administer surveys eliminate the need to create webpages and forms for each new survey – saving ANA time and money
• Customer feedback about ANA’s Facebook page and “ANA Latte” travel website guides content development and increases engagement
• Surveys on ANA’s Business Class and Boeing 787 services help gauge customer response to new products
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• General managers are able to obtain immediate access to feedback data and utilize them efficiently • Immediate responses are able to improve guest loyalty and memorable stay experience
• Managers can use feedback data to improve their overall satisfaction scores
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• Discovered viral content which drew in media coverage of their event
• Measured the concerns of local citizens when it came to clean toilets in Singapore and the rating system created by RAS
• Established a benchmark on awareness of their cause to now grow against
Some results are here bit.ly/hkresults
1. Don’t leave customer analysis to just large scale anonymized data sets
2. Customer satisfaction might be the last item people use to make a purchase decision, but a bad customer experience will be the first thing they talk about
3. Create a culture of asking. Use every customer touch point to gain real feedback.
Bonus: People will answer the most sensitive questions if you ask right
Key points to remember
