WEBINAR: Making data actionable
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You will see how to use Nebu Dub InterViewer’s new functionality, enabling you to make real-time API calls. We will present the Advanced HTTP Request Calls in action, applying Codeit's API instant responses to an NPS project (if you are a Registered Nebu user, you can find more details about the functionality here). Join to get inspired and see real-time examples, including:
- Real-time NPS verbatim analysis
- In-survey sentiment analysis
- Detect themes in real-time
- Trigger actions such as sending an email, posting a review, creating a support ticket
- Auto-translate survey responses
Actions can be triggered automatically based on any given conditions allowing for greater immediate actionability.
Webinar showcase: Validating & scrutinizing NPS
Net Promoter Score is a type of survey used to measure customer loyalty. Fred Reichheld and his co-developers of the NPS say that a single survey question, “How likely are you to recommend CompanyName to a friend or colleague?” is the only loyalty metric companies need to grow their company. Since it has been introduced in 2003, a lot of companies have implemented NPS, that’s why it is seen as a good way to benchmark your performance against other companies. Yet in recent years, there have been a few aspects of NPS as a marketing concept resurfacing among the research practitioners. They are pointing at the limitations of the concept. Just to mention a few often repeated:
- The design of the questionnaire look and feel can lead to bias answers (for example, using colors initiating a particular semantic meaning, the positioning of the labels explaining the meaning of the score, or even how the explanation is phrased).
- The score does not provide enough context to understand why a company has a particular score or why any fluctuations in the score occur.
- That what counts is not knowing the score, but making it actionable, and often, that step is lacking, often due to technology or resource limitations.
During the session, we will present how, by making Advanced HTTP Request calls to Codeit, we instantly resolve those issues, validate, scrutinize and act upon NPS open-end responses to match our Coffee Demo needs.
The bigger picture/The context
These days it is not enough to be good at collecting data. To be competitive, you have to offer clients and respondents more. Much more. We live in times when technology is becoming more advanced every day. We are talking about the internet of things; our phones, cars, fridges, and whole houses being fed by data in real-time, not requiring human-to-human or even human-to-computer actions to help us make our life easier, and choices more accurate and efficient.
This development also puts a lot of strain on the marketing research industry. It is no longer only about making good looking questionnaires, creating efficient scripting and sophisticated routings, being flexible in regards to modes of data collection and devices used for collecting data. More and more often it is about being agile, being able to offer smart solutions, similar to what your interviewers and respondents are getting used to daily. It is more and more about being able to make your questionnaires SMART. You would like to be able to dynamically and automatically pull in the right data at the right time, allowing you to improve the efficiency of the research processes in real-time. You want to convert collected data into information instantly, e.g. being able to recognize the sentiments or topics of your respondents’ answers while the interviewing process is “live” and to use those insights in real-time to offer your interviewers or respondents the most appropriate and relevant questions. You could even reroute them to different questionnaires and studies, taking advantage of their engagement and willingness to offer feedback on particular topics. It is also about being able to make use of data. Right away. In an automated and (artificial) intelligent way. Making your data collection smart and actionable is key.
Such possibilities are now available within Nebu Dub InterViewer via a new functionality that enables making real-time API calls directly from a questionnaire. During the session, we will present how, together with Digital Taxonomy, we instantly validate, scrutinize and act upon NPS open-end responses to match our Coffee Demo needs. By joining you will see how, based on a combination of a score given by a respondent and a real-time analysis performed on an open answer attached to the score, we have automated our NPS project to be fully actionable. In real-time.
Malgorzata Mleczko, Head of Marketing@Nebu
Rudy Bublitz, Director of Sales @Digital Taxonomy
Tuesday, 26 November 2019, 4 pm CET / 10 am EST
You can check the time of the webinar in your time zone here. If you cannot join live, please register, so we can share with you the recording after the session.