INBOUND 2015

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THE VOICE IN
BIG DATA
Damon Cronkey
SVP, Business & Corporate Development,
SurveyMonkey

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Half of Germans and
Americans and 42%
of Chinese report
their employers have
spent substantial
time, money and
energy on big data.

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1 in 3
people say their big data
investments have not
paid off, or are unsure if
they have.

4. Data disillusion

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Implicit Data
Explicit Data

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Implicit Data

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Gym Membership $272
Teeth Whitening $88
Hotel Rooms $210
How “Big Data” Can Predict Your Divorce, ABC News/Nightline, December
2012

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Beer Brand Switch = Divorce

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Predictive analytics is
the hot new job

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How Companies Learn Your Secrets, The New York Times Magazine, February
2012
The pregnancy prediction score

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How Companies Learn Your Secrets, The New York Times Magazine, February
2012

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Explicit Data

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Data dinosaur
Time consuming
Expensive
Not scalable

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Explicit Data
at Scale

18. 29Mquestions answered
3Msurvey responses
In One Day

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“Sales of most big, luxury sport-
utility vehicles are up in 2007, like
the Land Rover, Range Rover,
along with several large (and
expensive) SUVs from non-luxury
brands, like the Chevrolet
Suburban”
Source: AutoData 2007
Current SUV sales
remain steady in 2007

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What are you looking
for in your next car?
Market Research Driving Product Development at Ford Motor Company
Fuel
efficiency

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Job exit by women
The Happiness Machine, Slate, January 2013

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What was the primary reason
for leaving the company?
The Happiness Machine, Slate, January 2013
70%
60%
50%
40%
30%
20%
10%
Maternity
Leave

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Implicit + Explicit

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Implicit + Explicit = Question Bank
Gets past
the blank
page
challenge
Question
Bank helps
customers
write better
surveys

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Build your own big data

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survey
explicit data
action
implicit data
Turning questions into confidence

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THANK YOU.