Collecting customer opinions, market research data, and feedback is fairly easy online. You install one of a dozen widgets and set some questions, then wait for the responses.
But getting a multichannel view of survey data, including offline sources, is a harder proposition.
Today, Survata has launched its new survey tool that promises to solve this problem. More importantly, it gives marketers access to a trove of self-reported data, which offers insights that can’t be gathered in other ways.
“Brands are constantly on the hunt for new ways to improve their experiences, and a lot of the technology solutions have relied on inferred data,” Chris Kelly, CEO at Survata, told me. “Inferred data has been a big part of how brands advertise, personalize, and generally market to target segments. However, the gold standard in the marketing data world is self-reported data.”
Survata Customer Research consists of four distinct elements.
With its retargeting system, it creates audience pools by tagging visitors based off an online action (cart abandonment, ad viewing, filled-out form, etc.), then retargets them with a survey when they reappear on Survata’s Publisher Network.
The second tool enables brands to survey customers anonymously from their existing CRM data, without having to send email blasts. Brands supply a hashed email list, which is matched to online profiles, and then Survata finds the matched profiles in its Publisher Network to serve them the interview.
Brands aren’t limited to their online experiences. If a brand is working with an in-store analytics partner, Survata Customer Research integrates with that partner to provide location-based insights from foot traffic. When consumers visit a business’ physical location, Survata finds and serves them a mobile survey across the Publisher Network. To enable this, Survata has signed a partnership with SafeGraph — a human movement data company — to enable survey targeting for offline customers.
Finally, it integrates directly into purchase data allowing brands to find and survey confirmed customers. When a brand’s customers complete offline purchases linked to a loyalty program or other profile, Survata can match this information to conduct analysis on satisfaction, returns, loyalty cards, and future spending habits.
Gathering this kind of customer data in a world where machine learning and AI are being leveraged by predictive analytics tools is an interesting approach. But hearing from real customers, including their tone of voice, across all marketing channels, is inherently valuable.
“At a time when marketing technology is talking about being predictive, intelligent, and actionable, we see our tech-driven approach as the most coveted kind of the predictive and actionable data,” Kelly said. “A customer has told you exactly what they want, think, will or won’t do, but in an non-disruptive way.”
Survata Customer Research is available from today for all Survata customers from its website.