Machine learning, digital tracking, and going beyond survey questions to get answers

Date of publication: November 27, 2017

Author: Paul Twite

Abstract:

Machine learning is a concept that has long been applied to many industries that need to use predictive data, and has been used for some time in the online advertising industry. The survey research industry is ideally suited to benefit from machine learning for many reasons. The most pressing of which is to lessen respondent burden. We’ll share the success we’ve had by applying machine-based learning, and explore other ways we can gather data to improve insight generation including permission-based digital tracking, all with an eye on improving insight and removing the reliance on respondents.

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