Volume, velocity, and variety all describe big CX data. Most organizations have some of these but may not know how to take them from data to insights. Watch this presentation to see how NBCUniversal takes their big data and turns it into powerful insights.

1. From Big Data to
Customer Insights
Nuria Ramsay Colon
Senior Manager, Consumer Insights
NBCUniversal

2. 2
Housekeeping
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3. Nuria Ramsay Colon
Senior Manager, Consumer Insights
Nuria is an energetic and enthusiastic researcher with NBCUniversal,
serving on the Consumer Insights team at Universal Orlando. Her
marketing research experience covers a broad range of expertise in the
travel, entertainment, gaming and automotive industries. Nuria is a
professionally certified focus group moderator, as well as a professional
voice announcer.

4. BIG DATA TO CUSTOMER INSIGHTS

5. BIG DATA???
Big data is a term for data sets that are so large
or complex that traditional data processing
applications are inadequate. Challenges include
analysis, capture, data curation, search,
sharing, storage, transfer, visualization,
querying and information privacy.
-Wikipedia

6. BIG CX DATA
The characteristics of CX data satisfy the threeVs of Big Data:
Plus, the other twoVs: Veracity and Value

7. CX DATA SYSTEMS
 Data Integrity
 Scalability
 Data Integration
 More time for advanced analysis

8. CX DATA FLOW
Blend & Streamline
Data Sources
DataTransformation
and Data Quality
Reporting and
Visualization

9. CX DATA COLLECTION
FULLY STREAMLINED DATA COLLECTION
 Supports both ONLINE and IN-FIELD projects and easily interfaces with
proprietary landing pages and Sawtooth Software;
 Survey/question library allows CONSISTENCY of survey questions, design
and data exports;
 Qualtrics API allows further development for DATA IMPORT
AUTOMATION to databases;
 Research leads still program their surveys but If ENHANCED
CAPABILITIES are needed, our technical team is able to assist with
Javascript, HTML, CSS, etc.;
 TRANSPARENCY of survey details and data, eliminates confusion and
errors in programming.

10. CX DATA IMPORTING
INITIAL ETL PROCESS
SOLUTION #1:
NIGHTLY
A nightly automated process that imports and validates responses
Our internal import utility (ETL) automates the data import process and runs a quality check, reporting
exceptions if they arise.

11.  RELATIONAL DATABASES allow studies to
remain independent of one another, while
still allowing for more effective and
efficient processes.
 One big bonus of this structure is
SCALABILITY so that the addition of new
questions and/or studies can be made with
little effort.
 CONSISTENCY, FLEXIBILITY, AND
AUTOMATION set the foundation for
future growth and development.
CX DATA WAREHOUSING
DATABASE STRUCTURE AND DESIGN

12. CX DATA PROCESS
OFF-THE-SHELF TOOLS

13. CX REPORTING
QUALTRICS, ALTERYX, TABLEAU, AND SHAREPOINT

14. PROPRIETARY PANEL
TARGET AUDIENCE QUALTRICS

15. ADDT’L PROJECT SUPPORT
ADMINISTRATIVE CONSOLE
 Designed for Research Analysts, Field Managers and Technical
Support Teams.
 Administered through SharePoint:
• Research Project Portal;
• SPSS Data Set Portal;
• Tableau Reporting Portal;
• Field Monitoring/Bias Reports;
• Inventory Management and Device Allocation.
 Permission Controls

16. FUTURE OF CX TEAMS
Beyond the traditional survey programming, market research technology systems of tomorrow need to
consider the following:
 Full Solution Development with Continuous Improvement/Integration Cycles;
 In-house database and systems management;
 Development and support of systems and applications, to include automation, architecture,
deployment, testing, and responsive design;
 In-house Javascript, SQL, PHP and Rest API-based programming capabilities;
 Web applications creation and maintenance;
 Business intelligence report creation, distribution, storage and maintenance; along with user
adoption and training;
 Proprietary panel plus Sweepstakes/Incentives management and processing.

17. Thank You

18. Q & A