Used right, surveys should also be a part of your big data mix Presented at Big Data and Analytics Conference in Hong Kong, April 2016

1. Not All BIG Data Looks the Same
Eli Schwartz, SurveyMonkey
Big Data & Analytics Hong Kong
April 2016

2. Please go to this URL:
bit.ly/bigdatahk

3. We live in an age of data companies

4. All the cool kids talk about data

5. …spending lots of money
5

6. And not even drawing the right conclusions
6

7. 7
7
Implicit Data
Explicit Data

8. 8
8
Teeth Whitenig $88
How “Big Data” Can Predict Your Divorce, ABC News/Nightline, December 2012
Implicit Data

9. 9

10. Explicit data gathering is difficult
Time
Consuming
Expensive
Not Scalable

11. The easy route is public
11

12. Traditional feedback data should also be big data

13. 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

14. Data Utopia
14
What are you looking
for in a new car?Desired product features
Decision process
Do they have credit cards
Emphasize quality
OfferCOD
82%
Higher
quality
2%
Lower
cost
16%
No creditc
ard
Implicit
Data
Survey
Answers
Explicit
Data

15. Example: Everyone has seen the basic NPS
% Promoters - % Detractors Net Promoter Score

16. But shouldn’t NPS vary by attributes?
16
GenderAge LanguagesEmployment
Status
ExerciseInternet Usage Marital Status
GamingHousehold
Income
LocationEthnicity EducationIndustry Devices

17. These personas have different buying and experience needs
17

18. • If A & B
• If A & B & C
• Examples:
• Women over 70 that run marathons
Millennials with Snapchat but not Facebook
Think about double pivot and triple pivot
18

19. Every customer is an individual

20. 20

21. 21

22. Case Studies of Small Data at Scale
2

25. 25
• 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

26. 26

27. • 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
27

28. 28

29. • 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
29

30. Some results are here
bit.ly/hkresults

31. 1. Don’t leave customer analysis to just large scale
anonymized data sets
1. 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
2. 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

32. Email me for slides:
elis@surveymonkey.com
Or see them on my blog: elischwartz.co