Enhance Your Data - Through Integrating VOC (part 2)

A couple months back, I started a two-part series on integrating Voice of the Customer (VOC) data into your analytics solution. You can reference my previous article on OpinionLab integrations here. This month, I will focus on ForeSee Results. Similar to OpinionLab, ForeSee Results is also a VOC vendor. However, their solution delivers surveys that leverage the American Customer Satisfaction Index (ACSI) to provide valuable data about the user experience. This data is very different from the page-level comment card data of OpinionLab and as such, requires a separate integration discussion.

The beauty of integrating ForeSee Results data with your analytics solution is that the process is fairly straightforward once you have made a few key decisions. Given the two integration options, you can choose either one path, or both, depending on your business objectives.

  • After Submission Integration
  • During Submission Integration

 

After Submission

This method of the integration is not done in real time. There are a variety of calculations, such as the ACSI Satisfaction Index, that happen behind the scenes when inputted into the algorithms that ForeSee Results leverages to provide the reporting within their interface. To garner the highest value from the algorithmic data, merge the ‘After Submission’ data with that of the analytics solution. The easiest way to bridge the two together is via a Response ID. That ID can be stored on a per submission basis within your analytics dataset via custom tagging as well as being stored in the ForeSee Results data by default.  Using vendor-provided options such as Translation Tables, SAINT, Omniture Genesis, etc. you can upload a variety of data points to your analytics solution using the Response ID as your common key. This data is available on a daily basis via an FTP for your use.

During Submission

This method of the integrationis done in real time. Similar to the OpinionLab integration, the vendor tagging is embedded within the survey and can send data from the survey to your analytics solution upon submission. The Response ID is typically always sent by default and can be used as a catch-all later by using the custom tagging method described in the ‘After Submission’ section. However, if you are seeking custom information about your visitors, you may choose to submit that information immediately. For example, some of our clients have built personas, enabling them to place an individual within a specific persona simply by knowing their answers to four or five questions. If those questions are asked on a survey such as this, you can create personas and build segments within your analytics dataset to gain a greater understanding of your client base.

Given the two-part nature of this integration, there are a few more decisions that need to be made up front to build the appropriate integration for your analysts. Fortunately, the ‘During Submission’ integration can be changed with minimal effort once you have the foundation in place. Here are a few key questions to think about as you embark on this process:

  • How does the business plan to use the data?
     
  • What questions are you trying to answer?
     
  • Are there specific segments that you’d like to report on?
     
  • How does the business plan to use the data?
     

Knowing the answer to this question will help determine if you need a mix of both solutions or if one solution is preferable over another. If the business is spending a lot of time analyzing campaigns in real time, as an example, you will probably want to make use of some of the ‘During Submission’ data available to you.

What questions are you trying to answer?

This question is the most important to address from a design perspective. Surveys typically have many more questions than a comment card. As a result, you need to give some serious thought to the integration to avoid data overload.  Again, expanding the integration once you have the foundation built is relatively simple. So, spend time up front to integrate only the most important data.

Are there specific segments you’d like to report on?

Going back to the client example with personas, if you know the segments you are looking to create you can not only decide what data to bring in but also what views to create within the analytics solution. Custom reports on this data can prove to be extremely powerful for your business and knowing how you’d like to slice the data will help you get more value from your ForeSee Results customer data integration.

Stratigent is quite familiar with data integration and multi-channel analytics from numerous client engagements. If you’d like to discuss something you are working on, please feel free to contact me directly. Also, if you’d like to see a specific topic covered in an upcoming WebSight Newsletter, just let me know and we’ll work it in!

 

 

By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

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