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What is Survey

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[♫ music ♫] [Adobe Training Services for Omniture® technology] >>Hi, everybody. This is Doug, and today we're going to talk about "What is...Omniture Survey." Well, Omniture Survey is an interface and a product that helps organizations to easily design, create, and implement online surveys. Imagine that. And this is done in order to help measure audience sentiment. Surveys are an essential method used to determine brand perception, customer satisfaction, employee motivation, and partner engagement. Better understanding of audience sentiment leads to engaging interactions, focused product development, and enhanced brand perceptions. Well, like the other Omniture products, Omniture Survey is part of the Online Marketing Suite, and it sits over here in the Optimize section, with those other optimization-type products, so that we can optimize the experience for our end-user. Some of the cool things about Survey is, first of all, my favorite one is that it helps you define and launch a survey without any technical or consultant assistance. So we're going to provide you with an interface where you can create, build, optimize, customize, and manage your surveys without having to go into the code. So that's pretty sweet in and of itself. You can also present non-intrusive online surveys in response to customer actions such as shopping cart abandonment or subscription cancellation, and I suppose you get to decide, really, how intrusive they are, how long they're going to be on a survey, how much you're going to ask them, whether it's going to be one simple question or, you know, more. You can manage the complex survey flows with branching and such things--we'll take a look at that in a second. And this, of course, as mentioned, helps you better understand your customers and their perception of your site, your products, the flow of your site, and all those kinds of things that you want to know about. As mentioned, we have a survey manager, and you see a screen shot of that here, where you can create libraries of questions that you can assemble into surveys. You can manage those surveys across the company in different report suites. You can copy and modify surveys, activate and deactivate them, all the kinds of things that you would expect from a management-type tool like this. And that makes it really easy so that you don't have to always go in and work with the code and talk to IT and see if they can take away or deactivate or reactivate surveys, etc. As I mentioned, you can design sophisticated surveys, and of course you always want them to be engaging and keep them balanced in a way that you're getting enough information, but you're also not asking them so much that they start to get upset with being in a survey and then they, of course, take off and don't finish your survey. So you want to make sure that they are short, and yet they give you enough information to be useful to you. The branching allows you to really have good control over what kinds of questions you continue to ask them after they answer some of them. So you might have, for example, an age question and a gender question, and then you get to a question where you, in this case, ask them if they have any kids under the age of 18 living in the home. And you want to give them another question based on whether they say "no" or "yes." And these things work really well in surveys, so you can really customize this survey and get them the questions that help you understand your users the best. Once you've presented them with the survey, of course, you want to be able to use the data from the survey, so you can view and analyze and share the survey responses, and you can view the responses right in the survey interface, or you can also export these answers and responses to Microsoft® Excel and view them there. You can view attitudinal data together with behavioral analytics data for richer understanding of customer sentiment. So this data can be then integrated into SiteCatalyst so you can see the behavior on your website and how that matches together with the attitudinal data that they're giving you through the survey and then correlate these responses with demographics to design targeted re-marketing campaigns and really use the data. There's no use in asking them stuff unless you're going to use the data to better your site or better the marketing to your site. And of course, as I mentioned, you can view these reports, and correlate these reports in SiteCatalyst. So in summary, Omniture Survey gives you a very useful tool that allows you to create and customize and target surveys to specific kinds of people on your site and have them come up whenever you want on your site--maybe based on a page that they see, based on how long they're on your site, based on a series of pages that they see or do not see, etc. So, great little tool here to help you understand your customer. [Adobe]

Video Details

Duration: 5 minutes and 19 seconds
Language: English
License: All rights reserved
Genre: None
Views: 97
Posted by: adobetv on Nov 18, 2010

In this episode, you will find out what the Adobe Survey product is, and how it can help you.

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