From Big Data to Customer

InsightsNuria Ramsay Colon

Senior Manager, Consumer InsightsNBCUniversal

2

Housekeeping©

2015 QUALTRICS LLC.

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Nuria Ramsay ColonSenior 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.

©2015 QUALTRICS LLC.

BIG DATA TO CUSTOMER INSIGHTS

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

BIG CX DATAThe characteristics of CX data satisfy the three Vs of Big Data:

Plus, the other two Vs: Veracity and Value

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

CX DATA FLOWBlend &

Streamline Data Sources

Data Transformation

and Data Quality

Reporting and Visualization

CX DATA COLLECTIONFULLY 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.

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.

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

CX DATA PROCESS OFF-THE-SHELF TOOLS

CX REPORTINGQUALTRICS, ALTERYX, TABLEAU, AND SHAREPOINT

PROPRIETARY PANEL TARGET AUDIENCE QUALTRICS

ADDT’L PROJECT SUPPORTADMINISTRATIVE 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

FUTURE OF CX TEAMSBeyond 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.

Thank You

Q & A