Summing Up
I started this little mini-series by reflecting that a surprising number of companies who are serious about VOC online surveys and web analytics still haven’t integrated these two solutions. I believe many organizations think this is much harder than it really is. Using a very inexpensive but surprisingly robust solution like QuestionPro, I wanted to show just how easy this integration truly is.
In the last few posts, I showed how simple it is to tag the basic survey, capture the respondents ID, capture key question data, and even capture the entire survey in Omniture. In my last post I discussed the one integration task (full, near-real-time integration of all survey data into the web behavioral stream with human readable responses and limited variable consumption) that actually takes a modest amount of work.
What I hope you take away from this is two-fold: first, that there really is no excuse not to be at least capturing key survey responses in the web analytics solution on a real-time basis. Second, that very rich integration of the survey data is both possible and practical in Omniture – even with a very inexpensive tool like QuestionPro.
So if you aren’t even running online surveys yet, you need to realize that there are VOC tools out there that are very inexpensive, easy to deploy, reasonably powerful in survey construction and formatting, and that can be fully integrated with Omniture for very little money. There really is no excuse not be doing robust online survey research.
And if you are running online surveys but aren’t integrating their data with the web analytics tool, you really should take a crack it. The basic levels of integration are so simple that there is no excuse for not doing them yourself.
And if you want something fancier, Semphonic can deliver a robust, full integration for no more than you might expect to pay just to get a survey tool’s respondent id into a web analytics variable. There are always people willing to tell you this type of integration work is harder than it is and to give you the least robust solution possible. I hope this short series gives you a good sense of what’s really involved and what the opportunities for rich integration can actually be.
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