SurveyMonkey looks to provide the 'why' in analytics

Online survey tool launches office in Australia thanks to rising interest in using its applications not only for surveys, but also workflow and analytics

Australians sure do like to ask a lot of questions.

Of all the countries where the US online survey tool, SurveyMonkey, is available, it turns out Australia has the highest per capita use.

According to SurveyMonkey’s chief executive, David Goldberg, Australia’s appetite for answers makes us his third largest overall market, ahead of Canada.

“About one in 10 Australians take a SurveyMonkey survey every month,” says Goldberg. “ Every major company here is a customer - governments, non-profits, education.”

That huge interest in asking questions has propelled the company to open its first Australian office in Sydney.

Goldberg says the company now collects 75 million completed survey responses each month globally. While the core use case remains customer and employee surveys, users have begun taking the workflow and analytics capabilities of SurveyMonkey and applying it to ever more obscure uses.

“We have people who built online training using our skip logic, and people have planned their weddings with it,” Goldberg says. “It is used any way people want to collect data to make a decision.”

While traditional analytics tools can determine ‘what’ is happening, Goldberg claims SurveyMonkey can provide the answer to the question ‘why’.

Read more: IAB: Mobile and video the growth engines behind online advertising rise

“Mostly when people talk about data they talk about implicit data, which tells you what people are doing,” he says. “We think our data is very complementary to that – it doesn’t replace it at all - but we get to why.”

As an example, he says SurveyMonkey was used by Google to determine why a higher percentage of women were leaving the organisation.

“They knew they had a ‘what’ problem, but they didn’t know why,” Goldberg explains. “They ran a survey and found it was pregnant mums who were leaving, or women who wanted to become pregnant. So they developed a better pregnancy problems to solve it, and their retention of women went up dramatically.”

SurveyMonkey continues to add functionality, including a service that helps provide an audience for surveys, which will launch in Australia in July, as well as more tools for integrating into other applications.

Goldberg says the structure of surveys is also becoming more complex, with the addition of advanced skip logic and AB randomisation. SurveyMonkey has launched an enterprise edition where surveys and results can be more readily shared within an organisation.

The company is also working to strengthen its tools to help novice users get the highest quality response from their surveys, including formulating a bank of 2000 questions worded to derive the best possible response, and through helping users understand statistical significance.

“We’re trying to enable anybody to collect great data to make a decision, so what we have to do is help people through that process,” Goldberg says.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in