Collecting Clean and Quality Event Marketing Data
In my opinion, the only thing worse than no data is bad or “unclean” data. At PortMA, we take the integrity of our data very seriously. If you are unsure about what steps to take to ensure that your data is clean, look no further. I am here to help.
Below are the steps we take at PortMA to clean our data.
1. Preventing straight-lining or speeding
We monitor length of time to take an on-site, consumer-intercept survey.
All event marketing surveys are different. A five question survey won’t take as long as a ten question survey, so there isn’t a universal baseline. We take each survey on a case-by-case basis and determine the average amount of time it should take to administer it. At that point, we remove any responses that appear to be too short or too long.
2. Ensuring survey completeness
We require a minimum number of questions to be answered.
Having robust event marketing data is important, but including responses that only have one or two questions answered can artificially expand margins of error. There isn’t a minimum universal number here. We use a percentage – 40% to 50% of questions answered – as a rule.
3. Verifying survey responses make logical sense
We clean event marketing data after it has been collected. This does not mean that we tamper with the data or change responses to say what we want them to. We “correct” quirky responses.
For example, a consumer says they are having their first experience with a product at an event and then report they currently buy the product five times a month (this is hypothetical). That doesn’t make sense.
We could modify the first question to indicate the consumer is a current customer, or we could change the number of purchases per month to zero in an effort to make the responses copasetic.
I would like to add this is very serious business and not done on a whim. The client and senior management are involved in each decision of back-cleaning data.
4. Reviewing survey response logic
We require questions that “break” the consumer survey.
Sometimes we use logic to direct people on different paths in a survey, based on their response to an earlier question. If the qualifying question isn’t answered, the survey will be broken, because the survey will not know how to redirect the respondent.
You need to be very careful with questions your require to be answered. Do it only with questions when absolutely necessary. You don’t want to make taking a survey hard on the consumer.
Ensuring the integrity of our event marketing data is one of the most important things we do at PortMA. By following the steps above, we ensure it has nothing but the highest standards.
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