Strategic Analytics and SAS

Fusing Research Surveys with Customer Attributes

One method for expanding the survey research is to develop an analytic model that accurately predicts the survey responses of customers that were not surveyed by merging the survey responses with other customer attributes. In order to do this, the customer identifier or unique key assigned to the customer should be kept with the survey results throughout the project. Then, when responses are collected, it is a straightforward procedure to merge the responses back to the customer data when other attributes are available. If a unique identifier isn’t readily available, it may still be possible to merge the survey responses with the customer data. However, attributes such as first and last name, ...