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Using Data to Build a More Successful Advertising
StrategyEli Schwartz, SurveyMonkey & Shaleniie Devi, Luxola
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Implicit Data
Explicit 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
Implicit Data
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Time consuming
Expensive
Not scalable
Data Dinosaur
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Explicit Data at Scale
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What are you lookingfor in a new car?Fuel Efficiency
Lower cost
Vehicle Safety
More Fuel Efficiency
Additional Hybrid Models
82%Fuel
Efficiency
2%Lowercost
16%VehicleSafety
ImplicitData
Survey
Answers
Explicit Data
Implicit and Explicit Data Working Together
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One of the hottest startups to watch. SurveyMonkey turns
online surveys into a hot business.
692MUnique site visitors
500KSurveys deployed every month
3MSurvey responses are generated daily
Source: SurveyMonkey Brand Assets
SurveyMonkey Is the World’s #1 Survey Platform
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Personal 1%
Non-Profit 27%
Education 21%
Govt.9%
For-Profit42%
99% of the Fortune 500
We Have 20+ Million Registered Users
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Employee Engageme
nt
Learning & Development
Candidate Feedback
Exit Interviews
Understand Employees
Get Info You Need to Inform Key Decisions
Net Promoter® Score
Market Research
Customer Satisfactio
n
Advertising
Feedback
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Understand Customers
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Beauty is effortless when you have it at your fingertips.
The destination for beauty in Southeast Asia.
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Expansion
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Growth - Stagnant
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Fix It
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Questions Asked
Age?
Employed?
Frequency of purchase for
beauty products?
What do you spend on beauty
products?
Where do you buy beauty products?
What products you buy in-
store vs. online?
Income?
Demographics Purchase Behaviour
Competitive
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Fast Facts
946 responses in just 4 days
39% of customers are students
40% of non-customers visit luxola.com several times a
monthseveral times a month
Over 87% (cust./non-cust.) rely on social media as the
primary channel for information on beauty products and brands
several times a month
Over 2/3 of visitors come from 3 states - NSW, QLD & VIC
several times a month
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Customer Findings
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Non-Customer Findings
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Post-Survey Actions
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http://svy.mk/writing-guide
Download our Survey Writing Guide
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Twitter: @SurveyMonkeyFacebook: www.facebook.com/SurveyMonkey
Thank you!
Twitter Eli Schwartz: @5le
Shaleniie Devi: @shaleniiedevi
